Battle for Customers perception.

1. Denon AHD2000 High Performance Over-Ear Headphones
Word of Mouth (WOM) Analysis
What Do Customers Ultimately Buy After Viewing
AHD-2000 Amazon Page Sennheiser HD-555 Amazon Page
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2. Summary
 20% of customers who bought Denon AHD-2000 headphones strongly recommended them – “My quest for that perfect headphone has
ended. I highly recommend this headphone . Right now I am in Audio Bliss”;
 Only 14% of Sennheiser HD-595 buyers who recommended that brand with 3% gave a negative recommendation –“These are open
headphones, the sound does leak, even at moderate volumes. If you're a college student living in a dorm, these will probably annoy the hell out of your
dorm mate so I wouldn't recommend it for certain situations such as that”;
 The AHD2000 reputation surpasses the HD-595’s in the area s that count the most - sound quality, bass response , balance, quality of
construction and ease-of-use ;
 Both brands realize 74% visit to purchase (V2P) conversion despite 23% price differential;
See recommendations at the end of this report.
Market Intelligence Report
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3. Customer Satisfaction Index (CSI) trend- Satisfaction with AHD-2000 continues to climb!
1.8
1.6
1.4
1.2 Denon
1
Sennheiser
0.8
0.6 Audio Technica
0.4 Linear (Denon)
0.2
0
Q1-2008 Q2 Q3 Q4 Q1-2009 Q2 Q3 Q4 Q1-2010 Q2
Product Reliability reputation (PRS) trend – Denon Quality of Construction translates into improving competitive reliability
reputation
1.06
1.04
1.02
1
Denon
0.98
0.96 Sennheiser
0.94 Audio Technica
0.92
0.9
Q1-2008 Q2 Q3 Q4 Q1-2009 Q2 Q3 Q4 Q1-2010 Q2
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4. Attribute Analysis
2.50
2.00
1.50
1.00
0.50 Denon AHD2000
0.00 Sennheiser HD-595
Audio Technica ATH-AD700
Denon AHD2000 Sennheiser HD-595 Audio Technica ATH-AD700
Negative Positive Negative Positive Negative Positive
Attributes Score Score Score
Votes Votes Votes Votes Votes Votes
Sound Quality 1.41 11% 89% 1.37 4% 96% 1.31 13% 87%
Bass 1.18 0% 100% 1.10 14% 86% 1.03 50% 50%
Value/price 1.10 40% 60% 1.22 27% 73% 1.37 11% 89%
Design (comfort) 1.91 11% 89% 1.95 4% 96% 1.51 0% 100%
Cable 1.82 0% 100% 0.99 60% 40% 1.21 0% 100%
Balance 1.51 0% 100% 1.23 8% 92% 1.52 0% 100%
Quality of construction 1.94 0% 100% 1.91 0% 100% 1.89 0% 100%
Recommend 1.54 0% 100% 1.39 9% 91% 1.10 0% 0%
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5. Recommendations:
 The AHD-2000 does not take full advantage of its superior reputation as HD-595 enjoys 58% more customer reviews affecting decisions of
potential buyers. That suggests even 10% improvement in Word of Mouth testimonials balance could result in 6.4% uplift in Visit to
Purchase conversion;
 Brand reputation comparison between the Denon and Sennheiser could only yield meaningful results in context of comparison of a number
of units shipped, as the reviews count of Denon headphones is only 5% of those available for Sennheiser headphones;
 We recommend to design and implement customer engagement campaign to stimulate authentic word of mouth social media referencing
to capitalize of superior reputation of AHD-2000.
Disclaimer: This analysis uses a statistically representative subset, but not the complete set of the customer reviews published on popular public sites before
August 26, 2010. In the course of an engagement, the complete set would be collected, monitored for updates, and analyzed. Products, brands and their
competitors are selected by Amplified Analytics’ customers.
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206 Water Street, Pt. Richmond, CA 94801 415-742-2580
info@amplifiedanalytics.com www.amplifiedanalytics.com