Research methods

Statistics and analysis

We use advanced data analysis techniques and statistical analysis methods, where appropriate, to generate deeper understanding, always ensuring outputs are easy to understand and actionable.

Mustard statistics

Statistical analysis methods and data analysis techniques in our research toolbox include:

  • Multivariate regression & drivers analysis - statistical modelling techniques designed to quantify the relationship between multiple variables. Often used for drivers of satisfaction, behaviour, NPS, etc.
  • CHAID analysis - a significance testing technique that is often used to mine for differences in behaviour and attitudes between different demographic groups
  • Cluster analysis - used to group respondents who possess similar characteristics
  • Choice modelling & market simulation - an approach to quantify the key drivers that cause consumers to choose one product over another
  • Pricing analysis - the application of analytical methods to explore optimal pricing strategies and what impact changes in price will have on consumer demand, revenue and profitability
  • Pair Wise Trade-off analysis & Max Diff analysis - techniques that ask respondents to trade concepts / features off against one another in order to robustly quantify which is the most appealing
  • Factor analysis - a technique designed to group sets of variables that are highly correlated – useful when wishing to identify underlying attitudinal dimensions that are comprised of a range of different questions
  • Market simulation - often used to predict how consumers are likely to react to changes in price, proposition composition, etc. and the impact on market share, demand, revenue, etc.
  • Econometrics - time-series analysis, typically used to evaluate the ROI that companies are achieving through their marketing spend
  • TURF Analysis - a technique designed to identify the optimum combination of products, marketing messages, etc. that will maximise our clients’ appeal across a wide range of consumers