Challenge: A downtown business group wanted to increase the number of visits to the area. Awareness of the area was already shown via survey to be high and repeated television and radio advertisements and promotional spots had assured it would stay so. Visits to the area however had remained fairly stable and had not increased with increasing awareness. The business group needed help with increasing visits and spending.William L McGill, Ph.D
William McGill, PhD is owner and principal for Monalco Marketing and…
- A behavioral scientist helping clients with issues related to brand image, consumer buying decisions, and consumer satisfaction and loyalty.
- Bill has developed a unique model for customer segmentation (Fidelity™) that uses behavioral science to understand and predict consumer behavior. This model is an invaluable tool in directing consumer purchasing behavior and encouraging brand loyalty.
- For over 20 years, Bill has helped his clients with survey research and analysis, and advanced statistics.
- Because of his training as a behavioral scientist, he places a premium on (1) human behavior, (2) the careful articulation of your research goals and (3) the choice of best analytic methods from a wide range of qualitative and quantitative methods. His approach assures that you will receive results that couple your needs with psychological insights and the best analytics.
- An expert in applied survey development, survey psychometrics and turning survey data into tangible working information, Dr. McGill has helped clients build marketing plans, branding campaigns, satisfaction and loyalty measures and segmentation profiles with significant gains in customer buying and loyalty.
- Whenever feasible, Bill seeks to provide tools back to his clients. One client for example received an Excel spreadsheet that allowed human resources to ask 10 questions that could be used to predict the likelihood of long-term job tenure.
- Bill has worked directly or indirectly (as a consultant to larger market research firms) for a wide variety of clients such as CVS pharmacy, Kraft, Serta, and Wrigleys and for smaller clients such as The Alliance (Employer Network), American Public Works Association, Geneva National Community Group, Credit Union Executives Society, Milwaukee Downtown BID #21, The Museum Store Association, Stratton Publishing and the National Funeral Directors Association among others.
Why the client mix? Because behavioral science provides an understanding of human behavior that—to a significant extent—transcends B2B, B2C and business type. For the masochistic among you, below is a long, if partial, list of the various analyses Bill has conducted:
- ANOVA and T-tests
- CHAID
- Chi-Square method
- Cluster Analysis
- Conjoint/Discrete Choice
- Control charts
- Factor Analysis
- MARCOM
- Penalty Analysis
- Perceptual Mapping
- Psychometric survey analyses (reliability, validity, item analysis)
- Regression (multiple, bivariate analysis [logistic], multinomial)
- ROC curves
- Structural equation modeling
- Survival
- TURF
- Z scores
Monalco Marketing has established lasting partnerships with a number of senior-level marketers of varied expertise. This strategy brings an expansive viewpoint from various locales around the country, while it allows us to mix-and-match your needs as a client to the right expertise from Monalco Marketing.
Our partners bring expertise in advertising, ethnography (the qualitative tools of anthropology), strategic planning, web-based applications including online surveys, and experience with both U.S. and International markets.
