ブランドにたいする消費者の考えをまとめたデイリーインテリジェンス

毎年米国と英国で12万人以上の消費者を対象にアンケートを実施し、消費者目線からブランドの強みと弱みを明確化。市場におけるポジションを理解し、現在および今後の競合他社の動きをつかみます。100以上の指標をトラッキングしてブランドの健康状態を分析し、2つの主要市場(英国と米国)において250のファッションリテーラーと企業パフォーマンスを比較します。

毎日のブランドチェック

どんな消費者層が貴社のブランドに興味を示しているのか?彼らが関心を持っている他のブランドは何か?消費者の購買傾向は?

  • 毎日のアンケートで貴社のブランドと競合ブランドの健康状態を査定
  • ブランドキャンペーンの効果を測定し、評判に問題が生じているかをチェック
  • 米国と英国の市場全体および同系統のブランドと貴社のブランドを照らし合わせて包括的な分析を行い、健康状態をトラッキング

思考に影響を与える要因を把握

オファー(ショッピング体験、商品範囲、品質)からバリュー(価格、オファー、セール&プロモーション)まで、顧客満足度への影響因子と企業パフォーマンスを比較します。マネジメントコンサルティング会社Oliver Wymanが開発したThe Customer Perception Mapを活用すれば、消費者の支持を得て市場シェアを高めるために最も効果があると考えられる注力すべき点を理解することができます。The Quarterly Customer Perception Mapでわかることは以下の通りです。

  • 競合他社と比べたときの貴社ブランドのポジション
  • 顧客満足度への影響因子の詳細と比較方法および、効果的な改善施策のポイント
  • CPMの動きから見た市場シェアの長期的な変化

当社エキスパート

Andrea Bell

Director, Insight

Part trend forecaster, part futurist, Andrea has in-depth knowledge of the consumer marketplace and behavioral shifts that impact society. She leads our future consumer analysis and works with global brands to create world-class strategies.

Andrea is in demand as an international speaker, recently appearing at Cannes Lions International Festival of Creativity, MoMA and NRF’s Big Show in New York. Her consumer expertise has been featured in numerous publications, including Vogue, Business of Fashion, and The Wall Street Journal.

Andrea’s special skills include never losing a game of Scrabble and always befriending the dog at any social gathering.

Sarah Murphy

Brand Insight Director, Mindset

Sarah is passionate about empowering clients with accurate, up-to-the minute data. As Brand Insight Director, she contextualises quantitative consumer data to deliver strategic insights on consumers, brand health and image.

With over 15 years of experience in market research, Sarah provides clients with valuable data and research to give them a competitive edge in their industry. Fascinated by the numbers behind business performance, she identifies key challenges and opportunities to drive growth.

Sara Gaspar

Head of Data Analysis

Sara's data expertise combined with trends knowledge built over five years at WGSN gives her a powerful blend of maths and creativity.

Sara leads a team of data analysts with an objective to extract value from cross-business data to provide insights on trends, product performance and market dynamics. They help clients make actionable, data-informed decisions across multiple verticals, such as WGSN Fashion, Beauty, and Food & Drink.

A lifelong learner, Sara is furthering her background in economics, statistics, and fashion buying and merchandising with an MSc in applied statistics to continue to bring world-class statistical analysis to WGSN.

Nivindya Sharma

Retail Data and Insights Director, Mindset

Nivindya’s keen understanding of consumer behaviour, expertise in data analysis and fashion knowledge underpin her role at WGSN. She contextualises retail data with consumer insight and socio-economic developments to provide clients with strategic insights into market dynamics, brand strategy and competitive know-how.

Nivindya has presented and consulted for clients spanning fashion to financial services, advising on trading, product and business challenges.

“Nourish your stomach, nourish your soul” is Nivindya’s motto. An enthusiastic cook, she likes to experiment with obscure cuisines and ingredients in her spare time.

Nicole Turcot

Data Analyst, Fashion

As part of the WGSN Data Team, Nicole is detail obsessed and specialises in providing actionable insights from the latest xatwalk shows as well as product performance and trend analysis for the fashion industry.

Pairing her academic background in economics with experience in fashion merchandising and buying, Nicole offers focused, data-driven analyses so customers can make informed product decisions. Prior to joining WGSN, she worked for retailer TJX Canada.

In her free-time, Nicole exercises her competitive drive to enjoy a tennis match or fitness class.

Jack Shipway

Lead Data Scientist

Jack's computer science degree fuels his desire for best-in-class data engineering and cutting-edge analytics, enabling WGSN to better serve increasingly data-thirsty clients.

Three years at our parent company Ascential provided Jack with the tools and support network to effectively ply his trade in WGSN's Data & Insight team, where he aims to instil a revolutionary approach to using data much closer to the frontline.

In his spare time, you will doubtless find Jack in one of two places: dominating London's five-a-side soccer scene, or sampling some of the city’s finest watering holes.

Diana Teodorescu

Data Analyst, Mindset

Diana is responsible for analysing and interpreting everything number-related to give clients actionable data-led insights and recommendations for navigating an evolving and crowded market. She has extensive experience in the fashion industry, including merchandising and retail planning.

Since joining WGSN, Diana has undertaken numerous projects, ranging from consumer behaviour to retail market movements.

Diana’s interest in fashion extends outside of work; she documents her outfits daily, grouping them into weekly trend themes and sharing them with her Instagram following.

Mutlu Chaouch Orozco

Data Analyst

Mutlu provides retailers and brands with data-driven insights to help them understand market trends, their competitors and consumers.

With an MSc in data analytics and a career in a variety of public and private sector organisations, including World Textile Information Network and Sabanci University in Istanbul, Mutlu focuses on delivering high-value analysis and actionable insights while connecting the dots between consumers and brands in the beauty industry.

Mutlu is a cat lover and a cooking enthusiast, and she enjoys trying different recipes from all around the world.