Data Fusion

One of the methods of grasping the communication target insight is to conduct marketing research.

However, there are some difficulties in running marketing research with limited budgets, such as reduction in the number of questions and sample numbers. These difficulties result from the high cost of conducting marketing research.

In the above circumstance, data fusion is an excellent method to utilize mutual data by connecting limited budget research result with different research results or with a large scale database.

The followings are advantages of data fusion:

• Enables the running of effective marketing research even with small budget
• Enables the elimination of popular questions included in different research results and in large scale databases, such as media consumption / buying habits / brand attitudes
• Enables the creation of questionnaires which focus on concrete questions in order to reach specific targets
• Enables statistically credible research results by means of connecting the limited budget research results to the large scale database

Specifically, the data fusion process works by inserting “Common questions Eas a matching key in the small scale questionnaire in order to connecting database by matching key. That enables the setting probable “Communication target Ein the larger scale database.

Example

Step 1
Small scale marketing research with the aim of conducting data fusion is done in order to improve the sale figures of product A. Then, the target segment and communication strategy is set.

Step 2
As a result of the small scale marketing research, samples having a high purchase intention for the product A are characterized as being confident about “Sense of Humor E Therefore, those people are set as communication targets. In addition, questions regarding “Sense of Humor Eare the matching key to connect the two different researches, because those are “the Common question Ewith the large scale database.

Step 3
StepData with regard to media consumption, buying habits and brand attitudes of communication targets are acquired in order to set the communication strategy, since small scale research and large scale database are linked by the matching key. Using data fusion as above, it is possible to set the marketing communication strategy by both effectively and efficiently using two research results.

 

In case of limited budgets, creating and conducting marketing research with data fusion enables utilization of various research results in order to set marketing communication.

Please feel free to contact SPI if you have an interest in a detailed approach, specific examples or any other information with regard to data fusion.

Written by Yoshifusa Takada / Analyst

Please contact us with questions or for more detailed information.
spiindex@spi-consultants.net