Slide 1

Overview
data, ideas, and drivers that propel strategic
decisions.

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Slide 2

Overview

Power Decisions Group delivers confidential help to CEO’s and
senior managers searching for fast track strategies to enhance
their competitive position.
We help client executives…
 discover strategic options…
 gather and assess information…
 deploy high-leverage strategic and tactical moves.

Power Decisions Group, Inc.
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Overview / Page 2

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Slide 3

Faster and smarter.
 Understand strategy

choices.

 Priority decisions drive marketing research.
 Obtain intelligence with the

Power Decisions Group, Inc.
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Overview / Page 3

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right research .


Slide 4

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Slide 5

Client Assignments
Mainframe computers

Software New Ventures

PC Manufacturers

Software marketers

Laser printer
manufacturer

Wood products producer
Worldwide petroleum company

Multi-state banks
HP Technology Spin-Off
Food & Consumer goods
Nationwide retail chain
Office furniture manufacturer
Technology startups
Industrial Manufacturers
Regional medical centers
Wireless connectivity
Power Decisions Group, Inc.
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Overview / Page 5

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Slide 6

Research Tools
Quantitative Surveys
Online
Phone
Qualitative
Time Extended Depth Interviews
Focus Groups
Special Analytical Tools
Conjoint Trade Off Analysis for Product Appeal Testing
Brand Assessment Matrix
Brand Mapping

Power Decisions Group, Inc.
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Overview / Page 6

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Slide 7

Strategic Decisions

Customer targeting

Competitive advantage

Market entry

Acquisition evaluation

New
product Positioning &
creation
Advertising
Brand value
Pricing structures
Positioning

Channels

Market share
building

Business models

Power Decisions Group, Inc.
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Overview / Page 7

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Slide 8

How We’re Different.
 We focus on your unique

brand.

 Use big picture view of strategic

 Apply decision thinking before
 Use creative
 Deliver high

intelligence.

research.

research design tools.

quality study implementation.

Power Decisions Group, Inc.
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Overview / Page 8

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Slide 9

When we’re
finished, we’ve
helped answer this
vital question.

“What do we do now?
Power Decisions Group, Inc.
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Overview / Page 9

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Slide 10

Think about Decisions

The Decision Pathway

Decision Pathway

focuses on the decision

steps to clarify and
make priority decisions.

Intelligence Platform

The Power Decisions
approach thinks about
intelligence in a broad way:
with ideas, data, and
executive judgment.
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Slide 11

Think about Decisions

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Slide 12

The “Thin Decision” Problem

Opportunities

 One opportunity, only one solution.

 Options not developed.
 No evaluation of alternatives.
Thin decisions risk overlooking better choices.

Power Decisions Group, Inc.
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Overview / Page 12

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Slide 13

Intelligence Platform
Our Intelligence Platform approach is …
A robust and realistic approach to strategic knowledge.
Uses three

core types of intelligence, not one.

This thinking drives

optimum research design.

Intelligence Platform

Power Decisions Group, Inc.
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Slide 14

Ideas
 Harvest
 Generate
 Screen
 Refine

Ideas

Intelligence Platform
Power Decisions Group, Inc.
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Overview / Page 14

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Slide 15

Data

 Internal
 External

Ideas

+

Data

Intelligence Platform
Power Decisions Group, Inc.
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Overview / Page 15

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Slide 16

Drivers

 Management
Judgment
 Crucial Issues
 Risk Appetite &
Momentum
 Clarify Drivers

Ideas

+

Data

+

Intelligence Platform
Power Decisions Group, Inc.
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Overview / Page 16

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Drivers


Slide 17

How We Help.

Clarify Priority Decisions

Set Research Agenda

Research Design & Management

Generate Ideas & Concepts
Pinpoint Research Implications

Power Decisions Group, Inc.
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Overview / Page 17

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Slide 18

More about how we think and operate on
branding, concept testing, and brand equity
measurement…

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Slide 19

Process for Best Results

Decision
Map

Management
Objectives

Power Decisions Group, Inc.
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Information
Objectives

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Research
Design


Slide 20

Decision Map (Example Only)

Products
Attributes

Markets
Targeting

Where should we focus feature
development?

Benefits
Features
Functionality

Corporate level

Where to concentrate efforts?

Pricing

Feature

Segmentation
What is most relevant way to segment market?

Size

Product-Service
Horizontal

Level

Structure

Line extensions
How should current product be extended?

Add-ons
Spin-offs

Vertical

Should a new product be developed?

What should we say about our products and
support?

Image

Demand & dynamics

Features

Buyer attitudes
Buyer needs

AD & Promotion spend

Opportunity profile
How is the market changing? What
opportunities are declining? What
opportunities are emerging?

Competitive threats

New Products

What should we say about Client ?

Image

Type

Does we pricing max share gains and
margins?

Messaging

Emerging needs as market

matures.

Message Targets
At what people should we target messages?

Economic Decision Maker
Influencers/Users

Platforms
Applications

•Horizontal
•Vertical
Power Decisions Group, Inc.
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How much should we spend in advertising and
other promotions?
Where should it be spent?

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Slide 21

Engagement Design (Example Only)
Timeline – Early Stage
2

4

Drivers & Ideas



Decision Map



Design Benchmark Study



Opportunities & Goals



Client Mgmt Team review



Issues & Constraints



Refine Decision Map



Team meeting format



Study Revision Cycle in play



Panel design

1
Internal Interviews


Management



Selected sales team



Assess CRM integration with
MIS

W1

Evaluation & Design

W2

5

3

Benchmark Survey

Qualitative Research



Quantitative



Customer 1to1 interviews



Broad question types



Open–ended questions



Most segments represented



Small diverse sample, N=30



Phone & Web implementation

W3

W4

W5

TIMELINE

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W6

W7

W8


Slide 22

Quantitative Research Design (Example Only)
Behavior & Usage

Sampling



Products Used Now



Stratified Sampling



Consideration of new products



Within Segment sampling



Usage by Segment

Off Grid
Vacation

Purchase Process

Mainstream

Attitude Profile



Interplay of decision-makers & influencers



Decision Cycle



Outside influences



Attitude Segmentation



Key Attitude Drivers

Recommendations



Brand Image Profile of competition

Expert opinion



Product Attribute preferences

Advertising



Concept Appeal



Future Needs / Current Needs

Power Decisions Group, Inc.
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Overview / Page 22

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Slide 23

Project Design (Example Only)
Intelligence Platform Drives Decision Process

Quarterly Panel Wave

Benchmark Study


Marketing KPIs



Address emerging Client decisions
from Benchmark



Track behavior & Attitudes among
key segments

Build Panel



Ad hoc concept testing

Populate CRM w Marketing KPIs



Populate CRM



Quantitative



Broad question types



Most segments represented



Phone & Web implementation




M1

M2

M3

M4

M5

TIMELINE

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M6

M7

M8


Slide 24

We’ve thought a lot about what makes a
Great Brand…

Contact

Consistency

Focus

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Connection

Leadership


Slide 25

Great Brands

Contact
Making contact with the customer and
prospects via all media, personal and mass
communications.

Contact

Consistenc
y

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Overview / Page 25

Focus Connection

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Slide 26

Great Brands

Consistency
Consistent means “staying the course” time
after time, having little variance from one brand
experience to the next. Consistency builds trust,
reliability, and loyalty.

Contact

Consistenc
y

Power Decisions Group, Inc.
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Overview / Page 26

Focus Connection

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Slide 27

Great Brands

Focus
Focus means concentration of effort as summed
up in the phrase “doing a few things well”. It
also means not confusing the customer.

Contact

Consistenc
y

Power Decisions Group, Inc.
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Overview / Page 27

Focus Connection

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Slide 28

Great Brands

Connection
Connection means connecting with a person, a
living breathing human being, not a segment, or
a target. This connection can either be
emotional or intellectual. We see evidence of
“connection” as brand enthusiasts surface.

Contact

Consistenc
y

Power Decisions Group, Inc.
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Overview / Page 28

Focus Connection

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Slide 29

Great Brands

Leadership
A great brand establishes leadership
somewhere, on some beach head. It may be
product innovation, or it may be the compelling
sincerity of its promise, or the dynamic force of
its name and voice.

Contact

Consistenc
y

Power Decisions Group, Inc.
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Focus Connection

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Slide 30

The Brand Assessment Matrix (BAM)…
Contact

Consistency

Focus

Connection

Leadership

1. Value Bundle

2. Performance
Promise

Guides internal and external brand equity
assessments…

3. Brand Picture

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Slide 31

BAM Model to Guide Brand Research

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Slide 32

Concept & Price Testing
Conjoint Analysis is a research interviewing and analysis
methodology for product development and pricing decisions.
It can assess the “value” of brand.
Uses multivariate statistical routines to calculate preferences based
on near-real-world paired comparisons of concept statements.

Attributes
& Price Options

Levels

Ratings of
Generated
Concept Statements
with 3+ attributes

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Output:
Utility Values of
predicted product
market share &
attributes importance


Slide 33

Predicting Concept Appeal
Product concept statement choices present tough “trade offs” to survey respondents;
we are able to quantify how they are making their choices.
The output yields normalized utility values for product features and prices.
We then use these utilities to simulate various product-price scenarios within the total
market and segments.

Output:
Utility Values of
predicted product
market share &
attributes importance

Simulation:
>Optimum Product Designs
> Best price points
> Segments & Targets

Power Decisions Group, Inc.
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Product &
Pricing
Strategy


Slide 34

Brand Mapping
A research analytical tool to “see” brands in 2-dimensional
space.
Reduces large quantities of data.
Shows brands in relationship to each other.

Maps are defined by the position of market traits…
Brand attributes
Segments
Brands that a near certain attributes are strongly positioned in
the minds of the market.

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Slide 35

Brand Map

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Slide 36

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