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Martin Callingham I am an independent consultant working in the following areas:
I am also a good facilitator of groups especially in bringing people to a common view and in problem solving using an approach broadly based on learning from Synectics.. My market research experience includes the whole range of brand and fmcg work, employee research, retail research (especially in the leisure industry0 and product testing. I have worked across a wide range of counties using a variety of data collection methods including ethnographic ones. I am very interested in working with data at the individual level especially in generating new analytical variables to enable greater insight to be achieved. I am experienced in segmenting consumer groups using a variety of methods often multilevel hierarchical ones. I have developed methods to attribute preformed clusters to data or individuals This includes the cases when qualitative segments have been identified and adopted by an organisation and need to be subsequently applied to a quantitative survey. I use charting method based on multiple dimensional scaling to help visualise the findings when this is appropriate. I design and analyse paired-wise conjoint in order systems as part of a questionnaire to measure attribute importance sometimes using the output of this as the basis of segmentation. I can design simple methods that allow the extraction of the key drivers of the data. I am familiar with the Van Westendorf method of price testing and have developed this further to enable sales, turnover and, sometimes, profit to be optimised. I am experienced in applying the geographical dimension to problem solving. This is typically the case in work involving a relationship between customers and a retailer such as is require in estimating store turnover. I am experienced in the use of GIS to conduct spatial analysis and in formulating problems in such a way as to allow them to be addressed from this stand point. I am familiar with the use of geodemograhics both to profile consumer groups and in modelling markets into small geographical areas as a way of locating demand or need. I am expert in the Office of National Statistics system called OAC which has the considerable advantage of being free at point of use. In many cases I bring the entire breadth of my experience to a job from designing the collection of data (including the particular questions that can be used to produce so much added value), applying individual level analysis creating new variables possibly measuring the relative levels of importance, identifying key drivers, segmenting the respondents into groups and adding meaning to those groups, visualising the results by doing multi-dimensional scaling and possibly profiling them in term of their geodemographics and then locating their demands across the country to a very fine geographical resolution. I have applied price sensitivity methods via geodemographics to segment a restaurant estate in terms of different price menu options. I did this by subjecting key menu items in a balanced design to price measurements and taking these into the catchments areas of the individual restaurants What is interesting is that properly designing a survey for better insight generally has marginal impact in term of the questions needed (with the exception of conjoint), but can have a dramatically influence its value. I the last few years I have done work for organisations including Coco Cola, Johnson and Johnson, Vodaphone, Illumina and Merlin. I was involved in estimating the annual turnover for the Battersea Power Station retail complex at one end of the retail spectrum and work for Borough Market at the other. . |