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Overview
Case Study: International Consumer Brand
Conducted research, analysis, and consulting for a US-based Institutional Investor. Global in-store reads analyzed every 4 weeks led to an early negative assessment which was then confirmed with in-depth interviews of wholesale account buyers.
Moved from highly positive on the stock to highly negative in space of four weeks. Alerted client a few days prior to the earnings call where company then surprised and confirmed our negative read by lowering forward guidance.
Stock immediately fell by more than one-fifth the day after the call and continued its movement downward throughout the following weeks.
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Thesis
Case Study: International Consumer Brand
A company’s products had exploded on the scene in the United States starting in 2001. Demand seemed to move ever upward, and the core question the investor had was:
When will demand in the US reach its natural plateau as a result of saturation?
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Approach
Case Study: International Consumer Brand
Field work conducted across the United States and the United Kingdom.
In–store set spanned direct–to–consumer full price and outlet retail stores as well as key department store wholesale accounts.
Longitudinal design with in–store visits conducted every four weeks at the same locations each time.
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Data
Case Study: International Consumer Brand
Stores broken down into pricing, merchandise assortment proportions, promotional details, traffic and trial levels. Reports showing state-of-the brand delivered monthly, with immediate reassessment from “Green” in one month to “Red” the following month based on proprietary data collection methodology and resulting analysis.
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Results
Case Study: International Consumer Brand
In 2012 after spotting critical on–floor markdowns, turned the assessment on the company from highly positive to highly negative. Company earnings call days later confirmed negative assessment with negative forward guidance.
Stock fell sharply the next day losing one-fifth of its value overnight and continued to fall throughout the next weeks and months.
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Overview
Case Study: Google Fiber
Conducted research for Sanford Bernstein and the Wall Street Journal on Google Fiber in its inaugural market: Kansas City.
Based on in-market fieldwork, provided metrics around product awareness, likelihood to sign up, likelihood to purchase, and service and satisfaction levels with an income-based demographical overlay.
Initial research for Sanford Bernstein in 2013 published and then continued with longitudinal follow-up work in 2014 for both Sanford Bernstein and The Wall Street Journal.
Read “Google Fiber Leaves a Digital Divide” Alistair Barr, Wall Street Journal 10/2/2014
Click here to view our interactive Google Fiberhood map -
Thesis
Case Study: Google Fiber
Was Google Fiber a credible competitor to other firms already serving the market, such as Time Warner Cable? Were consumers actively embracing its unique go-to-market strategy and committing their business prior to installation, and, once installed, were they satisfied enough to stay with the upstart provider?
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Approach
Case Study: Google Fiber
Utilizing door-to-door canvassing techniques first pioneered by the US Census and US political campaigns, researchers went out to specific Kansas City “Fiberhoods” and knocked on doors to survey individual households about Google Fiber.
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Data
Case Study: Google Fiber
Questions were kept straightforward and focused on Google, Google Fiber as a product, and the individual household’s opinion of such things including their own likelihood to purchase, motivations for purchasing, and overall satisfaction.
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Results
Case Study: Google Fiber
Initial 2013 and subsequent 2014 data both resulted in highly regarded analysis released by Sanford Bernstein as well as recent attribution in the New York Times.
To request copies of the Sanford Bernstein items, please contact Haynes & Company directly.
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Overview
Case Study: US Business-to-Business Services Company
Conducted research and analysis for a Global Top-10 Private Equity firm as part of a short-fuse due diligence in the Commercial Retail Services space. Built research design and completed all cold-call in-depth interviews in less than 2 weeks time.
Based on triangulated market growth details combined with rich, on-the-ground industry and competitive insights, all built from the structured interviews completed, laid out a positive recommendation on the target company.
Client continued through with its bidding process and ultimately was the successful buyer.
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Thesis
Case Study: US Business-to-Business Services Company
The target company has been faced with years of stagnant pricing dynamics due to the 2008 recession and its continued impact in the United States. However, it appeared that a turnaround was in the works across the entire market with prices moving up for the first-time in more than 5 years in 2013. Could this be sustained in 2014, and, moreover, would the target be positioned to raise prices more than the industry average?
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Approach
Case Study: US Business-to-Business Services Company
In-depth interviews of general managers and owners of businesses that competed with the target firm conducted in three core markets in the United States: Texas, Connecticut, California.
Interviewees sourced on a fully-blinded basis with cold-call lists built from internal Haynes & Company research.
All in-depth interviews completed within 10 days to minimize time-based variance in the data.
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Data
Case Study: US Business-to-Business Services Company
Interviews done in a repeatable, structured format with a combination of qualitative and quantitative questions to allow for comparison within and across markets.
Verbatims of each interview packaged and provided to client for the deal team’s review daily.
As well, summary analysis on key issues of pricing power, market size, and market outlook provided each day as a top-line report.
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Results
Case Study: US Business-to-Business Services Company
Private equity firm completed its diligence on time and on budget for our set of market research, continued to move forward with its bid on the company, and was ultimately successful with a winning deal in 2013.
