TVE Analytics Desk
Analytics Desk
Your starting point for analytics techniques, project planning, and working with the analytics team.
Not Sure Where to Start?
| If you’re asking… | Start with |
|---|---|
| “What matters most to our customers?” | MaxDiff |
| “Which combination covers the most people?” | TURF |
| “Which features are must-haves vs. nice-to-haves?” | Kano |
| “What drives brand consideration / satisfaction / loyalty?” | Key Drivers Analysis |
| “How do perceptions flow through to purchase intent?” | Path Analysis |
| “Are there meaningfully different groups in our audience?” | Segmentation |
| “Can we simplify this long list of attributes into themes?” | PCA / Factor Analysis |
| “What should we charge?” | VWD / Gabor-Granger |
| “How do consumers trade off features, price, and brand?” | Conjoint Analysis |
| “How is our brand positioned vs. competitors?” | Correspondence Analysis |
| “Can we automate the charting for this tracker?” | Chart Automation |
Prioritization & Optimization
MaxDiff
Forces real trade-offs to produce a clear, defensible ranking of what matters most — with meaningful distance between items.
TURF
Identifies the combination of products, features, or messages that reaches the broadest audience — optimizing for maximum coverage.
Kano
Categorizes features into Must-have, Performance, Attractive, Indifferent, and Reverse — revealing what drives satisfaction vs. table stakes.
Drivers & Relationships
Key Drivers Analysis
Uncovers which brand, experience, or communication factors most strongly drive consumer attitudes and behaviors.
Path Analysis
Explains how perceptions, intentions, and behaviors connect — and maps the sequence of influence behind key outcomes.
Segmentation & Factor Analysis
Segmentation
Divides an audience into distinct groups based on shared behaviors, attitudes, or needs — enabling targeted strategy, messaging, and product development.
PCA / Factor Analysis
Reduces long lists of correlated survey attributes into a smaller set of clear, interpretable themes — often used as an input to KDA or segmentation.
Pricing
VWD / Gabor-Granger
Two complementary methods — Van Westendorp identifies the acceptable price range, Gabor-Granger finds the revenue-maximizing price point.
Conjoint Analysis
Measures how consumers trade off features, price, and brand — enabling product optimization, competitive simulation, and willingness-to-pay estimation.
Brand & Positioning
Correspondence Analysis
Produces perceptual maps that visually show how brands or retailers are associated with attributes — revealing competitive positioning at a glance.
Tools & Automation
Chart Automation
Uses R’s officer package to programmatically update PowerPoint decks from data — eliminating copy-paste errors and producing client-ready slides in seconds.
What Each Technique Page Includes
- What it is — the method and what it produces
- When to use — business questions it answers, and when it’s not the right fit
- Project management info — hours, milestones, and what to prepare
- Data collection guide — questionnaire design, sample sizes, and non-negotiables
- Output examples — what the deliverables look like
- Resources — previous project examples and reference material
Ready to Start a Project?
Read our guidelines for working with the analytics team or get in touch directly.