Parametric Analysis

Introduction

•inexpensive form of ‘desk’ research

•a powerful tool for marketing & PDS development

•used to identify a product’s ‘place’

•identify possible gaps and opportunities

Method

• Assemble as much information as possible on the available range of the product.

• Collect information from as many products as possible (at least 8) and from more than one source.

• Excellent starting points are:–shops (e.g. Argos, Boots, Comet) –mail order catalogues (e.g. Index, Innovations) –internet.

Method

• Decide on the parameters and attributes you need to analyse.

– E.g. • size, • power, • cost, • performance, • length of cables, • endurance, • weight, • capacity, • Functions• other special features.

Method

• You must decide which ones are applicable to your product.

• Don’t just use the ones that are readily available

• REMEMBER– this is a RESEARCH project !

• think about the parameters and attributes which you consider are important to the consumer.

Method

• Tabulate the results on an Excel spreadsheet.

• Cross- plot pairs of parameters to look for trends, limits, gaps, ranges, similarities and discrepancies.

• Do not try to be clever!

• Use the data in its raw state and then, having gained a greater understanding from the initial plots, try to identify useful parameter combinations.

Method

• Use both QUANTITATIVE and QUALITATIVE data

Example - Dishwashers

Manufacturer/Model

Energy efficien

cy class (A-G)

Wash programmes

Noise level (dBA)

Height adjusta

ble basket

Choice of

colour

Full size or slimlin

e

Number of

wash temperatures

Water consumption (litres/c

ycle)

Number of

place setting

s

Energy consumption (kWh/cycle)

Retail price

Bosch SGS43A51 A 4 54 yes no F 3 14 12 1.05 £299.90

Bosch SRS43A02 B 4 54 yes no S 3 13 9 0.8 £299.99

Bosch SGS43 A 4 52 yes yes F 3 14 12 1.05 £329.99

Candy CD622 B 6 54 yes no F 2 18 12 1.24 £218.90

Hoover DH835 B 3 54 no no F 3 18 12 1.24 £268.00

Hotpoint DWF33 A 4 53 yes yes F 3 14 12 1.05 £319.99

Hotpoint DWF34 A 5 54 yes yes F 3 14 12 1.05 £349.99

Tricity BendixDH102W C 4 59 no no F 1 19 12 1.4 £189.99

Tricity BendixDH090 C 4 59 no no S 1 17 8 1.1 £189.99

Indesit D167 AAA A 7 51 no no F 3 18 12 1.05 £299.99

Servis M4306C B 6 52 yes yes F 1 22 12 1.2 £229.99

Zanussi DA6141 C 4 58 yes no F 1 20 12 1.4 £229.00

Zanussi DA4342 C 4 55 yes no S 2 16 9 1 £268.00

Zanussi DE4744 B 4 52 yes no S 4 15 9 0.9 £299.00

Example - DishwashersEnergy verses Place Settings

(with Energy Label)

A

B

AAAA

B

BBB

C

C

C

C

0.4

0.6

0.8

1

1.2

1.4

1.6

10 12 14 16 18 20 22 24

Place Settings

En

erg

y (

kW

h/c

ycle

)

Example - DishwashersWash Temperatures verses Cost

(with Energy Label)

A

B

AA AAB

B

B

B C

CC C

0

1

2

3

4

5

£100.00 £150.00 £200.00 £250.00 £300.00 £350.00 £400.00

Cost (£)

Wash

Tem

per

atu

res

Example - DishwashersNoise verses Place Settings

(with Energy Label)

A

BA

A

AAB

B

BB

C

CC

C

£50.00

£51.00

£52.00

£53.00

£54.00

£55.00

£56.00

£57.00

£58.00

£59.00

£60.00

10 12 14 16 18 20 22 24

Place Settings

No

ise (

dB

)

Example - DishwashersNoise verses Cost(with Energy Label)

C

CC

C

B B

B

BA A

A

AB

A

£50.00

£51.00

£52.00

£53.00

£54.00

£55.00

£56.00

£57.00

£58.00

£59.00

£60.00

£100.00 £150.00 £200.00 £250.00 £300.00 £350.00 £400.00

Cost (£)

No

ise (

dB

)

Example - DishwashersWash Programmes verses Cost

(with Energy Label)

CCC C

B

B

B

BA

A

A AB

A

0

1

2

3

4

5

6

7

8

£100.00 £150.00 £200.00 £250.00 £300.00 £350.00 £400.00

Cost (£)

Wash

Pro

gra

mm

es

Requirement

• You are required to produce a brief report of your findings which should include:

– Introduction of the product range selected– Detailed list of the products researched, including

make and model.– Some parametric cross plots which you have

identified as being pertinent. – Brief conclusions based on your analysis of the plots– The excel spreadsheet of your data (including plots)– References used