Far to Drill Down
Porter's Competive Forces
The Buying Decision
I/P Matrix Variations
Who Does The Research
Use an IP Matrix to compare your performance
It is great to understand your customers' buying decision; its better
to understand why they view your performance as superior to the competition's performance. That is
your value proposition, the promise you make to your customers. "What they want" is ranked by importance and you measure your performance from the buyers' perspective. Add the competitor to assess your competitive advantage.
- A good marketing research company can provide a wealth of data;
you are interested in the top 5 considerations in the buying
- The first time you measure, it is just a snapshot. You
need to see the results over time.
- You don't need a huge sample (about 1000) to see a pattern,
80 to 100 responses will highlight what you need to know.
- Adjust the scale if all the scores are in the Excel quadrant.
On the next page, I show the presentation style I prefer with an adjusted scale to see your competitive advantage.
Use an IP Matrix over time
IP Matrix - presentation style