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Sennheiser HD-555 vs Denon AHD 2000
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 ©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801 415-742-2580 info@amplifiedanalytics.com www.amplifiedanalytics.com
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 ©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801 415-742-2580 info@amplifiedanalytics.com www.amplifiedanalytics.com
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 ©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801 415-742-2580 info@amplifiedanalytics.com www.amplifiedanalytics.com
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% ©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801 415-742-2580 info@amplifiedanalytics.com www.amplifiedanalytics.com
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. ©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801 415-742-2580 info@amplifiedanalytics.com www.amplifiedanalytics.com
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