Value Optimization Research – What Does Value Mean To Your Customers?
VALOR™ is designed to answer the following key business questions:
– What does “value” mean to customers?
– What specific elements of brand performance really drive value perceptions among customers?
– For example, are people willing to accept slower service in order to get a lower price? If so, then “quick service” is not a key determinant of what drives “value.”
– What actions and investments will give us the biggest return in terms of increasing value perceptions for our brand?
The chart above illustrates how VALOR™ can be used to target operational improvement efforts. In this example, a baseline for the client brand is set by running market simulations where the client and all competitors are held constant at $11.99 with “perfect” performance across the task variables (in this restaurant example, “Freshness” and “Quick Service”).
Next, the client’s price is varied along with the performance variables of “Freshness” and “Quick Service” in order to determine the impact of failure on these variables, and the degree to which failure drives the % of consumers who identify the client brand as the “best value” among a set of competitive brands.
This reveals that it is worse to fail on “Freshness” than to fail on “Quick Service.” Operational efforts focused on maintaining and building consumer opinion of “Freshness” provide a greater ROI in terms of customer value perceptions, compared to “Quick Service” (because of the greater protection against opportunity loss).
Also, there is a threshold of $11.99, above which the market is even less tolerant of poor performance.
To learn more, please contact:
Ray Barber
972.989.0342
ray.barber@globalresearchpartners.com