APrimeronAnalysis Overview ConfidentialDocumentTABLEOFCONTENTSIntroductionGeneralanalyticaltechniquesGraphsDeflatorsRegressionanalysisSupplysideanalysisCoststructuresDesigndifferencesFactorcostsScale,plexityandutilizationSupplycurvesDemandsideanalysisCustomerunderstandingsegmentationand“Discovery”conjointanalysismulti-dimensionalscalingPrice-volumecurvesandelasticityDemandforecastingtechnology/substitutioncurvesWrap-upLOGICANDANALYSISCRITICALTO STRATEGYDEVELOPMENTKeytostrategydevelopmentislayingout“logic”petitors,segments,time,......anizeclientgoalsDevisewaystoachieveclient’sgoalsHelpclient“makeithappen”plexrealitytoafewsalientpointsIsolatingimportanteconomicelementsANALYSISISMORETHANNUMBERCRUNCHINGAnalysisis......IntegratingquantitativeandqualitativeknowledgeSeeingthebiggerpictureThinkingcreativelyconceptuallyNot...EndlesscalculationsLettingstatisticsdictate/rule“Classic”scientificrigorANALYTICALBIAS“Everythingcanbequantified”Notreally,butMost“qualitative”uratelyquantifiableornotClienthiresustoanalyzeandobjectifyQuantitativeanalysisisthebasisCREATIVITYANDANALYTICALPERSEVERANCEARE IMPORTANTTRAITSFORSUPERIORANALYSTSStrivetoaddressaproblemusingdifferentapproachestotesthypothesesandfindinconsistenciesTriangulateonanswersNeverbelieveadataseriesblindlyNeverstopatfirstobstacleClientsoftenstopshortofgoodanalysisbecausetheyquicklysurrenderintheabsenceofgood,readilyavailabledataWeneversurrendertotheunavailabilityofdataYourcaseleaderdoesnotwanttohearthat“thereisnodata,”butratherwhatcanbedeveloped,inhowmuchtime,andatwhatcostWHERETHISPRIMERFITSNodocumentcanteachyoutobeagreatanalystAnswerslookeasy,esfromExperienceinprojectteamworkDiscussionswithJohnTangandothersYouareexpectedtolocateknowledgeonyourowninitiativeDON’monlyusedtools OtherswillbeofuseinspecificsituationsValuemanagement(CFROI,assetgrowth,etc.)Additionally,notoolcansubstituteforanewcreativeapproachRELATIONSHIPSHAVEMOSTIMPACT WHENDISPLAYEDVISUALLYGraphsandchartsshouldbeeasilyunderstandabletoa“nonquantitative”panyingmat
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