With a history of relying on survey data analysis tracing back for more than 50 years, Ford has purchased and developed many analytical solutions for managing and analyzing the wide array of survey data collected over the years and across the globe.
In the past 10 years, facing increasing competitive pressure and global overcapacity, Ford has restructured to cut costs in search of continued profitability. Ford needed a solution that would support their hundreds of product planners, market researchers and strategic planners located across the globe, without dedicating internal staff and resources to development.
mTAB’s ability to analyze research studies of any size and complexity, combine structured and unstructured survey results, and trend, compare and combine studies from multiple markets is the ideal solution for Ford.
Hundreds of analysts at Ford can access the rich history of their survey program using mTAB. Product planners, responsible for developing product platforms across global consumer markets, can conveniently combine and compare survey results from multiple markets to identify unmet needs and new opportunities.
Using mTAB’s convenient means of trending data, money spent on prior year’s research programs can be continually recouped by using prior research results to bring perspective to current results.
The opinions below are my own, they do not reflect the perspectives of the Ford Motor Company:
In my job (Latin America Advanced Marketing and Strategy, at Ford Motor Company), I work extensively with multiple data sources and various data-mining tools to drive out and support product strategy decisions, consumer targeting and marketing segmentation analyses. I have found mTAB to be an intuitive, simple to use and yet powerful tool in allowing me to be maximally effective and efficient.
The tool is extremely user-friendly — moreover, I really like the fact that mTAB continuously looks to improve it, they are always seeking input from both novice and power-user alike, to train, equip, and get ahead of the curve to anticipate and respond to our needs. They consistently demonstrate dedication, expertise and a true heart for the customer – I can tell that relationship still means something to mTAB, just as I know it does here at Ford.
If you are a marketing or data-mining professional, or just someone who is looking for a simple but powerful tool to help you answer those key marketing questions such as: ‘Who are we taking market share from? Or ‘How will we gain more market share?’ –mTAB is the solution for you. I highly recommend them.
Jeff Holt – Automotive Marketing Analyst