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Cognicient™ is here to make it work much harder. We fuse market research data with other information you already have to create insight and direction for your business.

When to call us...

Have you completed two or more market research studies in the last year? Yes?

Are you using other information such as customer behavior to drive marketing decisions? Yes?

Do you know how these two types of data relate to each other? No?

This is where we come in. We make all your data work harder so that we can predict outcomes for your business…

making 1+1 add up to more than you imagined!

Cognicient is a new type of integration agency; we work with you and your suppliers to provide a comprehensive solution to your business problems. Not providing primary data means we are ‘honest brokers’ working in partnership with your existing suppliers.

Firstly using our FusionPoint system, we create a unified view of your market research and combine it with other data. From this platform we use our modelling and analytical expertise to uncover new insights enabling you to make better decisions and obtain the true value of your data.

Retention

In today’s world of fickle customers and never-ending switching incentives, it is not only critical to predict and anticipate your churn/retention rates, but also necessary to identify clear and actionable drivers for churn and retention management. If you are a credit card, insurance, or telecommunication company with on-going contractual relationships with your customers this is your reality In the past, data driven churn management has depended on two different kinds of sources. Firstly, data mining of your customer transactional and behavioral data to allow you to predict and flag customers who might defect – but not why they might do so. And secondly, market research that offers you diagnostics and insights on why the customers might defect but can not accurately identify who they might be.

Our model fuses these two streams of data to provide a comprehensive tool that tells you who is likely to defect among your entire customer database and also why they might do so. At the end of our modeling, our clients are not only able to accurately flag the vulnerable customers in their existing CRM system but also populate the CRM system with valuable insights and diagnostics on why they might defect; enabling their marketing, loyalty and customer service departments to take better actions towards managing retention and churn.

• Can you accurately predict who among your customers are loyal and who are likely to defect in the near future?

• Do you know why some of your customers defect while others remain with you for a long time?

• Do you know what specific actions you can take in terms of your marketing efforts and customer service/call center training to turn your vulnerable customers into loyal customers?

• Do you know who among your customers are most likely to be susceptible to competitive messages and switching incentives and why?

• Do you know what kinds of competitive messages and programs are the most powerful in driving churn?

• Do you have a complete profile of your loyal versus vulnerable customers?

Cognicient consultants have decades of experience in customer loyalty and churn management. We understand that in order to effectively manage churn we need to identify and flag every potential vulnerable customer in the database. But this on its own will neither help us develop the best retention strategies nor enable customer service and call center representatives to employ the best tactics for reducing churn. For this, we need to understand all the key drivers – demographics, psychographics and attitudinal – and apply that to the database on a customer-by-customer basis to offer a complete blueprint to address the needs of vulnerable customers.

Sales force management

In today’s highly competitive world of multiple brands competing for the same customer cash, your sales force not only pushes your products to customers but also acts as the key differentiator of your brand. It is no longer enough simply to evaluate the effectiveness of your sales force based on traditional lag measures.

Cognicient has developed and applied a model that fuses multiple data sources and lag measures with leading metrics, customer spending data with attitudinal data, customer transactional data with sales call data – to provide better understanding of the effectiveness of your sales force and identify specific action items required to generate increased sales, share-of-wallet, and profitability.

Our consultants have successfully applied this model in evaluating and improving performances of pharmaceutical sales reps as well as other b2b account sales. For instance, for a multi-billion dollar drug, our consultants were able to generate a model that resulted in an opportunity to increase net sales (i.e., total increased sales less estimated costs of recruiting, training, etc.) of $200 million.

• Ask yourself these questions

• Are your sales training and the detailing messages effective – helping you to generate greater sales and profitability?

• Do you know if your sales force is accurately representing your brand and creating greater brand affinity?

• Do you know what is the optimal amount of sales call/frequency – where is the most bang for your buck in terms of convincing your customers?

• Can you tell what aspect of the sales expertise and delivery – is it your salesperson’s knowledge of the products and business or is it their social skills and personality or is it some other driver – that has the greatest impact in generating increased sales among your various customer segments?

Cognicient is here to get you the answers

Mike Page
Co-Founder and Managing Director

Mike was most recently Director of Operations for Synovate in Western Europe. He has over 16 years experience in the Market Research industry. During his career he has produced a number of successful products that improve the ease of use or increase the actionability of MR data. He is well versed in all aspects of using data for decision support and Business intelligence purposes and has written papers and spoken at conferences on issues related to the handling and deployment of MR data.

mpage@cognicient.com

Bob Morris
Company Secretary

Bob is currently a corporate broker with Cenkos Securities plc, a company that specialises in bringing small and medium sized companies to the stockmarket. Prior to that he had worked for 18 years in the fund management industry most recently at HSBC (Halbis) managing their flagship UK mutual funds with assets of £1.5bn. Prior to that he was an Associate Director at Sun Life of Canada also managing UK equities, and Head of UK equities at Lucas pension fund (now TRW) one of the largest pension funds in the UK.

bmorris@cognicient.com

Siobhán Treacy
Operations Manager

Siobhán has extensive experience encompassing a wide spectrum of Market Research Industry skills, most recently with SPSS. She has been involved in the successful implementation of SPSS products, including complex installations and customized training for a variety of clients worldwide. Siobhán's expertise spans the retail, telecommunications, and financial services industries with a broad knowledge of Market Research techniques.

streacy@cognicient.com

John McConnell
Associate

John McConnell's career has encompassed a mixture of positions combining analytics and IT since 1986. He worked in international services and management roles in SPSS from 1989 to 2000, most typically configuring and applying analytical methodologies to a variety of client-specific business problems. These range from ad-hoc analyses through to multi-user high-end, automated, analytical solutions delivery with predictive modeling technology.

jmcconnell@cognicient.com

Stephen Cole
Associate

Stephen Cole has managed and developed solutions in CPG, telecom, internet click-stream analysis, B2B, banking/mutual funds (defined contribution and retail markets), agency, marketing and sales. His recognized expertise includes data mining, data warehouse and data mart design, CRM, eCRM applications, database marketing and behavioral segmentation. Stephen was awarded the DM Review citation for innovation in data mining and real-time applications.

scole@cognicient.com

Bernhard Witt
Associate

Bernhard has 11 years experience in the Market Research industry, working from 1996 to 2005 for SPSS in Germany and all over Europe. He is the founder of 2x4 Ltd – Market Research Consulting. In both past and present positions, Bernhard has successfully helped numerous clients solve their business problems through successful implementation of business intelligence software products. He has worked with clients in a variety of industries, including government bodies, utilities, retail, telecommunications, and market research industries, and has a broad understanding of reporting requirements across these various types of businesses.

bwitt@cognicient.com

A typical business problem

When a leading hamburger restaurant chain woke up to the issue of healthy eating, they did extensive research among their customers into what they wanted to eat.

The result was a total rethink of the restaurants’ layout and menus. People had said they wanted healthy food - low fat and lots of salads. Big salad bars were built in all the venues and lighter, healthier food was on the menus.

But customer behavior did not change. They still bought the full fat burgers and the salads were a washout.

If the chain had merged their research into people’s attitudes with data from their operational systems, they would have found that such a radical rethink was not the right way to go. Instead they made an expensive mistake.

A typical Cognicient™ solution

A large US retail chain wanted to find out what was delivering financial performance at store level, and how to deliver its brand promise.

We built a model that integrated data from customer surveys as well as their loyalty program (store cards and revenues relating to customer spend) and employee satisfaction and engagement metrics. This gave the client an overall balanced score card picture of the relationship between employees and customers and its impact on financial success.

This was used to create a predictive model that gave clear overview and insight into how to invest and plan for the future. The result was a more consistent delivery on brand promise and a vastly improved financial performance.

Cognicient™ is focused on developing new solutions for businesses that allow them to include survey research and attitudinal data in powerful systems for tackling issues such as employee engagement, sales force management and customer churn. To see more about our offering look in the what we do section of this website. Through our work it became clear to us that we needed a system to help us bring all of this knowledge together and help us drive out the insight buried within. This is how FusionPoint was born.

FusionPoint™ helps you build databases of all your survey data sets. We are able to load in a wide variety of file types and so can take data regardless of the agency that collected it or what software or DP processes they use. The system then helps you develop and apply taxonomies and rules to create a unified view of all your survey data so you can use it in a more flexible way. For example by being able to analyse across different studies and groups at the respondent level you can uncover new insights or test hypotheses without the need for expensive new fieldwork.

The system also has full permissions, uses hierarchy and privacy controls so you can allow people to work on various parts of the normalization process and keep track of everything. The output is a data warehouse of all your survey data assets for meta analysis or combining with other data sources. We also incorporate the original research report documents, questionnaires and other materials for reference - giving you a full view of all your market research.

Once we have built this repository we are able to offer portals and simulators to our clients that allow a flexibility and power not available in aggregate or purely document based Research knowledge management systems.

To learn more about FusionPoint and our Portals and simulators please contact us to arrange a presentation and discussion of your needs: info@cognicient.com

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