LionCut Analysis

Every brand wants the lion's cut -- the biggest and best part of the market. Management seeks an intuitive, insightful expression of each consumer's relationship to our brand. Marketers talk about consumers this way in the corporate hallways: this consumer is loyal, that one uses the brand as a niche product, another is a convertible prospect, but this last one had a bad experience and we won't easily get her/him back.

CraginCube achieves this sense of relationship with LionCut Analysis®. This analysis utlizes the kinds of questions you'd normally expect in a brand research survey regarding purchase frequency, future purchase intent and trial. However, we organize these responses so that we're not reporting on each question individually, but rather, holistically. You'll know the proportion of your marketplace that is:

- Loyal and frequent in their purchase (or dedicated in their usage) of our brand
- Infrequent, but nonetheless loyal. A lighter user of the category who relies upon our brand.
- Occasional purchaser/user.
- Niche purchaser/user.
- Convertible prospect: favorable future purchase intent, but no trial as yet.
- Uninterested aware non-triers.
- Trier-rejectors: having tried, less willing to purchase/use again.

When you see your customers and prospects organized by these LionCut categories, certain marketing implications become obvious: is your biggest challenge to convert prospects to new trial; deepen frequency among niche or occasional users; or woo back disaffected Trier-Rejectors?