Market Research Element	Description	Tools & Metrics Utilized
Strategic
Market Structure
Market Segmentation	Identifying Consumer Profiles and sub-groups	Geographic Segmentation, Demographic Segmentation, Market Area Analysis, Cluster Analysis
Market Definition & Product Differentiation	Measuring Competitive Environment & Product Substitutability	Product/Brand Cross Elasticity, Cross-category demand analysis, Market Share Analysis etc.
Brand Equity
Brand Awareness & Loyalty	Measuring Brand Stability	Purchase Intent, Aided & Unaided Brand Recollection, Brand-Switching etc.
Brand Positioning	Evaluating Market Leadership	Brand Market Share vs. Awareness & Equity
Brand Tracking	Tracking Strategic Brand Growth	Brand tracking Analysis
Tactical
Marketing Investment Analysis
Marketing Response Analysis	Marketing Response Analysis consists of identifying and measuring the impact of the drivers of marketing, both controllable and uncontrollable.	Marketing-Mix Analysis, Marketing % Contribution To Sales, Year-Over-Year drivers of growth etc.
	Controllable Drivers: Pricing, Discounts, Coupon Promotions, Advertising (Print, TV, Internet) etc
	Uncontrollable Drivers: Competitive action, Seasonality, category trend etc.
Marketing Return on Investment	Utilizes sales contribution of each marketing tactic to calculate return on investment.	Payback (Sales per Dollar of Marketing or conversely Marketing Efficiency, calculated as $ cost of each incremental unit sold.
Marketing Optimization	Optimally allocates marketing investment across available tactics by maximizing revenue and minimizing cost.	Simulations and What-If-Scenario Evaluation (WISE™)