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Romance: A BCG Analysis


Original by Andy Meyer
June, 1996
Agenda




My relationships
 • Past
 • Present

Our relationship in detail

Evaluation




Consultant's Love Life (new format) 30Jan08.ppt   1
Different relationships provide different things
Illustrative Example



                      Share of time (%)
                      100
                                                             7%
                                                                     14%            Guilt


                       80                          41%
                                                            34%
                                                                     28%            Sex


                       60                                                           Beer
                                                   10%                              Sports
                                                            28%      17%            Talk
                       40
                                                   19%

                                                                     17%            Companionship
                                                             8%
                                                   10%
                       20
                                                            21%
                                                   17%               21%            Love

                         0
                                                  Family   Da Guys   You
                                                                           Source of item




Source: Internal focus groups; BCG analysis
Consultant's Love Life (new format) 30Jan08.ppt                                                     2
Increase in relationship duration and intensity
Psycho a set back, but recovery under way




                            Intensity of relationship (%)
                   High                                                   Europe
                                                                                        “The Psycho”                               You
                                                                                        (ex-girlfriend)




                                                                              College



                                                  Senior year                                             Recovery period
                                 First try




                    Low
                                  1987            1988      1989   1990       1991       1992        1993       1994        1995     1996
                                                                                                                       Time of relationship




Source: Emotional baggage; BCG analysis
Consultant's Love Life (new format) 30Jan08.ppt                                                                                               3
You rank highly among existing relationships


                            Value of relationship
                   High




                    Low
                         Family              You (new)        Partner    Principal    Rommmate                               You (old) Client
                              Voice mail lady                     Friend "A" Client IT guys                                      Street vendor
                                             UA flight attendant                          Dry cleaner                  Sushi place waiter
                                                                                                  Officemate       Friend "B"
                                                                                                         Ex-girlfriend
                                                                                                 Avg. time spent on relationship per week



Consultant's Love Life (new format) 30Jan08.ppt                                                                                                  4
Relationship drivers
Significant share of key drivers met


                                                                                 Love




                      Companionship                                             Affection                                         Compatibility




            Eating                       Entertainment              Physical                Non-physical            Personality                   Physical




                         Asian food                      Movies                Romantic                    Verbal                    Humor                      Height




                             Pizza                       Theater               Non-sexual                  Visual                 Intelligence               Attractiveness




                             Pasta                       Partying                                                                  Character




                                                          Sports



Source: Poets; Romantics; Self-Help books; BCG analysis
Consultant's Love Life (new format) 30Jan08.ppt                                                                                                                               5

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Bcg Consultants Love Life

  • 1. Romance: A BCG Analysis Original by Andy Meyer June, 1996
  • 2. Agenda My relationships • Past • Present Our relationship in detail Evaluation Consultant's Love Life (new format) 30Jan08.ppt 1
  • 3. Different relationships provide different things Illustrative Example Share of time (%) 100 7% 14% Guilt 80 41% 34% 28% Sex 60 Beer 10% Sports 28% 17% Talk 40 19% 17% Companionship 8% 10% 20 21% 17% 21% Love 0 Family Da Guys You Source of item Source: Internal focus groups; BCG analysis Consultant's Love Life (new format) 30Jan08.ppt 2
  • 4. Increase in relationship duration and intensity Psycho a set back, but recovery under way Intensity of relationship (%) High Europe “The Psycho” You (ex-girlfriend) College Senior year Recovery period First try Low 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 Time of relationship Source: Emotional baggage; BCG analysis Consultant's Love Life (new format) 30Jan08.ppt 3
  • 5. You rank highly among existing relationships Value of relationship High Low Family You (new) Partner Principal Rommmate You (old) Client Voice mail lady Friend "A" Client IT guys Street vendor UA flight attendant Dry cleaner Sushi place waiter Officemate Friend "B" Ex-girlfriend Avg. time spent on relationship per week Consultant's Love Life (new format) 30Jan08.ppt 4
  • 6. Relationship drivers Significant share of key drivers met Love Companionship Affection Compatibility Eating Entertainment Physical Non-physical Personality Physical Asian food Movies Romantic Verbal Humor Height Pizza Theater Non-sexual Visual Intelligence Attractiveness Pasta Partying Character Sports Source: Poets; Romantics; Self-Help books; BCG analysis Consultant's Love Life (new format) 30Jan08.ppt 5
  • 7. Personal interests mostly compatible Greatest gap in sex, shopping Movies Sense of Humor Sex Shopping Food Me You Sports Talking Source: Cosmo Magazine questionnaire; BCG analysis Consultant's Love Life (new format) 30Jan08.ppt 6
  • 8. Physical characteristics strong Name Eyes Hair Height Body Legs Face You Sharon Stone “The Psycho” (ex-girlfriend) Your sister Rosanne Barr1 1. For reference only Source: Individual Hormonal Response; BCG analysis Consultant's Love Life (new format) 30Jan08.ppt 7
  • 9. Overall ranking is top box Sister also a top prospect Size of bubble = likelihood of going out in near future Physical appearance High Supermodels Your sister You "The Psycho" (ex-girlfriend) Co-worker Rosanne Barr1 Low Personality Low High 1. For reference only Source: Thin air Consultant's Love Life (new format) 30Jan08.ppt 8
  • 10. Response to relationship has been mixed Reaction has been positive... ...but awareness of relationship is low “They make a cute couple” – Mutual friend “I didn’t even know they were going out” – Co-worker “I think it’s great” – Officemate “She doesn’t look Jewish” “She’s hot” – Parent – Male friend “If she wants him, fine. They deserve each “I thought he was gay” other” – Female friend – “They Psycho” (ex-girlfriend) In sum: relationship and long-term prospects strong, but need to maintain awareness of possible roadblocks Source: Unsolicited opinions; BCG analysis Consultant's Love Life (new format) 30Jan08.ppt 9
  • 11. Response from current girlfriend Clear disconnect between customer needs and existing service In conclusion Share of item (%) 100 Analysis Relationship weakening Listening • Formal 80 Empathy • Uncommunicative Companionship 60 Long term prospects dwindling Affection 40 Roadblocks are here today 20 Love Speak in English, not in slides 0 What you provide What I need “I’m outta here!” Consultant's Love Life (new format) 30Jan08.ppt 10