We cannot diagnose the patient's illness, but experience tells us what treatment works

Tim Wragg and Eric Wilson

Describes a new analytical approach to building `what if' scenarios using customer satisfaction data collected through market research surveys.

'We Cannot Diagnose the Patients Illness but Experience Tells us What Treatment Works'

Eric Willson  Digitab  and Tim Wragg  Taylor Nelson Sofres

SYNOPSIS

Having spent a lot of money collecting data to better understand the satisfaction of their customers, many clients want to know, with some certainty, what will happen if ...?

The traditional statistical techniques used to answer this question frequently struggle to cope with the complexity of real survey data, and in particular the interrelationships which exist between the various measures which makeup 'satisfaction'. In providing a solution, some analysts venture where...

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