Following is a hypothetical example of market research output.
It is not uncommon to use cluster analysis, factor analysis, or some other statistical method to identify groups of consumers. Suppose this preliminary analysis yielded five distinct groups of individuals. Table 1 shows that individuals in group 5 were higher than average on both product satisfaction items. Note that individuals who were identified in group 4 were substantially lower than average on both product satisfaction items (see italics). Individuals in group 1 were close to average on satisfaction.
Table 1
Product Satisfaction by Group
| Total | Group 1 | Group 2 | Group 3 | Group 4 | Group 5 | |
|
How much did you enjoy the product while you used it? |
7.9476 |
7.8379 |
7.6857 |
7.8977 |
7.4776 |
8.3380 |
|
Overall, how satisfied were you with the product? |
7.8711 |
7.7062 |
7.8107 |
7.9523 |
7.3955 |
8.1737 |
Table 2 helps clarify the nature of these results. Note that a majority of the participants in group 5 were men. Also, note that a majority of the participants in group 4 were women. The percentage of men vs. women in in other groups was similar.
Table 2
Percentage Gender by Group
| Total | Group 1 | Group 2 | Group 3 | Group 4 | Group 5 | |
|
Male |
100 |
49 |
48 |
51 |
39 |
59 |
|
Female |
100 |
51 |
52 |
49 |
61 |
41 |
Summary: Individuals in Group 5 (mostly men) tended to be satisfied with this product. Participants in Group 4 (mostly women) were not satisfied with this product.
The next step would be to identify the characteristics that profile Group 5. Future marketing strategy might focus on targeting men who have these characteristics.
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