How it's built
Analysis starts from the research question, not a standard template applied to every dataset. A brand tracker asking "why did awareness move" needs driver analysis; a segmentation study needs cluster analysis; a concept test comparing two groups needs significance testing to know if the difference is real. The technique is picked to fit the question, not the other way around.
What you get
- Segmentation (market segmentation, consumer segmentation) to find the groups that actually behave differently, not just look different on paper
- Driver analysis to identify what's actually moving a key metric
- Significance testing, so a change between groups is confirmed, not assumed from a glance at the numbers
Why This Matters
"It went up" isn't an insight — it's an observation. The difference between a report and a decision is knowing whether that movement is real, which segment is driving it, and what's actually causing it.
Need the data cleaned and structured before deeper analysis? Data Cleaning & Hygiene