Example of Marketing Research Analytics Project

Marketing Analytics

Project for “Simply to Go”

Jose Vazquez

Tsuneyuki Seike

Joao Rendon

Marketing Research Analytics

Agenda

The opportunity

Our approach

Analysis (Main Findings)

Final recommendations

The Opportunity

(Background information

and problem statement)

Background Information

• Sodexo: French multinational food service company (parent company)

– One of the largest global companies

– 38% of sales comes from Continental Europe.

• Simply to Go: One of the brand that Sodexo has providing food service

– Provides wide range of products at IE Business School (sandwiches,

coffee, salad, snack)

The problem

Qualitative feeling – bad service

Objective measurement –

satisfaction level

Drivers?

Operations

• Waiting time (QM)

• Hour schedule

Service

•Staff responsiveness

• Staff empathy /

friendlyness

Product

• Quality

• Variety

Price Atmosphere

• Cleanliness

• Layout

• Order

Proper understanding of costomer

needs?

Relevance – Why is it important?

Proper P&S design

Satisfaction

Loyalty More $

Customer Knowledge

Our approach

Data gathering procedure

Web Survey targeted to IMBA Nov 2012 intakes

31 questions

45 respondents (11.5% response rate)

https://qtrial.qualtrics.com/SE/?SID=SV_73QNLRv11KLeV37

Web Survey structure

Demographics

2 questions

Region / Frequency

Important aspects for a cafeteria

14 questions

5 point scale

General Satisfaction

1 question

6 point scale

Specific Satisfaction

14 questions

6 point scale

Data gathering process

The Attributes

1. Staff empathy/friendliness

2. Staff courtesy

3. Beverage variety

4. Snacks variety

5. Beverage availability

6. Snacks availability

7. Beverage quality (good taste, freshness and no harmful chemical)

8. Snacks quality (good flavor, freshness and no harmful chemical)

9. Price

10. Amenities availability (sugar, teaspon, napkins)

11. Payment methods variety (alternative to pay with different methods, without amount / threshold restrictions)

12. Queue management (no queue or fast moving queue)

13. Opening hours

14. The cafeteria´s maintenance (clean and organized)

Importance (5)

Not important at all / Somewhat important

/Important /Very important and Extremely important

Satisfaction (6)

Very dissatisfied / Dissatisfied / Somewhat dissatisfied

/ Somewhat satisfied / Satisfied and Very satisfied

Data analysis procedure

Demographics

2 questions

Region / Frequency

Important aspects for a cafeteria

14 questions

5 point scale

General Satisfaction

1 question

6 point scale

Specific Satisfaction

14 questions

6 point scale

Descriptive and bivariate

Segmentation and profiling Regression model

Analysis

Respondents profile

7%

29%

31%

33%

USA Latam Europe Asia 47%

11%

18%

2%

13%

4% 4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1 2 3 4 5 7 10

Region of origin Frequency of visit to StG

(in a regular week)

Average: 2.73 times/week

Important aspects for a cafeteria (According to response)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

0,00

1,00

2,00

3,00

4,00

5,00

6,00 Average (1 - 6) TB (Extremely important) T2B (Very important)

IMPORTANCE + -

Satisfaction 1 (factors in order of RESPONSE importance)

2% 4%

2% 4%

18%

11%

0% 4%

7%

18% 20%

0% 4%

7%

18%

0%

10%

20%

30%

40%

50%

60%

70%

0

1

2

3

4

5

6 Average (1 - 6) TB (Very Satisfied) T2B (Very Satisfied + Satisfied)

IMPORTANCE + -

Interpretation of result for satisfaction 1

• Service factors are not important for preference

–Product factors are more important

–Service factors indicate higher satisfaction

• In general very low customer satisfaction

– Result in infrequent visit of respondents

– Price, queue management and snack varieties are worst factors

• Customer management

– Very satisfied number of customers are low, need to work on loyalty

Segmentation Results – initial solution

Segmentation Results

29

22 20

11

18 Thirsty

Practical

Eat & Drink

Hard 2 Please

Alert

Frequents

Segmentation Results Most frequent

Most important

Important

Not important

Least important

Segmentation variable / Cluster Overall Thirsty PracticalEat &

Drink

Hard to

Please

Alert

frequents

Cluster size 100% 29% 22% 20% 11% 18%

Staff empathy/friendliness 3,44 3 3,1 3,78 4,4 3,62

Staff courtesy 3,53 3 3,5 3,67 4,4 3,75

Beverage variety 3,4 2,77 3,1 3,44 4,2 4,25

Snacks variety 3,42 2,31 3,6 3,56 4,2 4,38

Beverage availability 3,84 3,15 3,9 3,89 4,4 4,5

Snacks availability 3,73 2,69 3,8 3,89 4,6 4,62

Beverage quality 4,18 3,92 4,3 3,56 5 4,62

Snacks quality 4,13 3,38 4,3 4 5 4,75

Price 3,98 3,92 4,6 3,22 5 3,5

Amenities availability 3,09 2,38 4,1 2,44 3 3,75

Payment methods variety 3,16 2,38 4,1 2,22 2,6 4,62

Queue management 3,82 3,62 4,6 3,22 4,2 3,62

Opening hours 3,73 3,62 4,5 2,67 4 4

The cafeteria´s maintenance 3,87 3,23 4,6 3,44 4,2 4,25

Frequency visit (average time) 2,73 2,69 2,80 2,00 1,20 4,50

USA 7% 15% 13%

Latam 29% 8% 50% 33% 50%

Europe 31% 8% 20% 67% 40% 38%

Asia 33% 69% 30% 60%

Satisfaction (Average: 1 - 6) 3,47 3,46 3,30 3,67 3,60 3,38

Satisfaction (TB: Very satisfied) 2% 0% 0% 0% 0% 13%

Satisfaction (T2B: Very S + Satisfied) 18% 8% 20% 33% 20% 13%

69% Asia

2.69 visits per week

Beverage quality and price

Product variety, amenities & PMV

Thirsty (29%)

50% Latam

2.80 visits per week

Manteinance, queue and price

Opening hours, amenities and PMV

Staff friendliness, beverage variety

Practical (22%)

67% European

2.00 visits per week

Food & drink availability

Opening hours, amenities & PMV

Eat &Drink (20%)

60% Asia

1.20 visits per week

Best food quality at good prices, but also…

F&B variety and availability, service and queues

Amenities and payment methods variety

Hard to please (11%)

50% Latam

4.50 visits per week

F&B quality, variety and availability

Payment alternatives, amenities and maintenance

Price (show greater W2P)

Alert Frequents (18%)

Regression Model – Enter Method (Exploratory)

1. Staff empathy/friendliness

2. Staff courtesy

3. Beverage variety

4. Snacks variety

5. Beverage availability

6. Snacks availability

7. Beverage quality

8. Snacks quality

9. Price

10.Amenities availability

11.Payment methods variety

12.Queue management

13.Opening hours

14.The cafeteria´s maintenance

Satisfaction with Simply to Go

R2 = 0.75

Adjusted R2 = 0.63

Regression Model – Stepwise Method

Predictors

1. Staff courtesy (SC)

2. Queue management (QM)

3. Payment methods variety (PMV)

Beta Standardized coefficients

1. SC = 0,426

2. QM = 0,364

3. PMV = 0,311

Function

SwStG = -0.631 + 0.426 SC + 0.346

QM + 0.267 PMV

Satisfaction with Simply to Go

(SwStG)

R2 = 0.65

Adjusted R2 = 0.63

* Stepwise to address possible multicollinearity

* Durbin Watson coefficient = 1,972 (No autocorrelation)

* Residual Plots to check heterocedasticity

(didn´t have trumpet shape)

Some specific satisfaction attributes showed correlations >= 0,70

Staff empathy/friendliness & Staff courtesy 0,96

Beverage variety & Beverage availability 0,81

Beverage variety & Beverage quality 0,79

Beverage variety & Price 0,72

Beverage quality & Beverage availability 0,73

Snacks availability & Beverage availability 0,84

Snacks availability & Snacks variety 0,80

Snacks availability & Beverage variety 0,75

Snacks quality & Snacks variety 0,80

Snacks quality & Snacks availability 0,75

Residual Plots to check heterocedasticity

2%

18% 20%

0%

11% 7%

2%

18%

4% 4%

18%

0% 4% 4%

7%

18%

58%

22%

40%

0%

10%

20%

30%

40%

50%

60%

70%

0

1

2

3

4

5

6 Average (1 - 6) TB (Very Satisfied) T2B (Very Satisfied + Satisfied)

IMPORTANCE + -

Satisfaction 2 (aspects ordered by INFERED importance)

Final recommendations

Recommendations

Focus on staff courtesy (Ensure staff follows an standardized attendance

procedure and eager them to be more responsive)

(Impact on Hard to Please)

Enhance queue management (StG knows very well peak and valley times; so they

can adapt the layout at these times to have more

personal attending and checking out)

(Higher impact on Practicals)

Ensure payment methods variety (Cut the credit / debit card threshold restriction or

develop another alternatives like self payment)

(Higher impact on Alert Frequents)

To increase satisfaction

Discount program that rewards

loyalty (In general).

Simply2Go card that accumulates

points with every visit (Alert Frequents).

Increase the availability of the most

consumed products (Eat & Drink).

Increase perceived value and product

diferentiation. (Thirsty, H2P and Alert Frequents)

To increase visits