Marketing research uses include: Advertising testing research, branding research, customer satisfaction research, pricing research, product positioning research, new product assessments, marketing due diligence, and segmentation research. We conduct these marketing research studies for firms of most sizes from venture funded start ups to middle-market and large enterprises.
We provide pricing strategy consulting backed by strong pricing research capabilities. Our perspective is broad when dealing with pricing research and pricing strategy decisions, and focus on finding for your business optimum price-product-feature configurations in the context of market positioning opportunities. We employ both qualitative and quantitative pricing research tools.
Product market research serves several goals: new product design and market validation research, or assessing existing
product strength and line extension potential. We follow the
product development cycle integrating research with creative positioning and
technical product design efforts.
Concept testing research evaluates advertising concepts, ad theme concepts
and appeals, new product concepts, pricing, brand concepts, brand names, and positioning
strategy concepts. We select techniques -- qualitative and
quantitative -- to both develop concepts, refine, and screen to assess market
We offer experienced market positioning and creative branding
research capabilities to define and go-to-market with a high-impact positioning
strategy. First, it requires understanding the market positioning concept, your current and potential
markets, and the process needed to generate brand name impact.
We support venture investment firms with primary and secondary marketing research in a stand alone or component marketing due diligence study.
The buzz and interest around customer satisfaction research
sometimes deflates if the research design does not lead to actionable results.
Also, customer expectations generally rise overtime as advances in technology in
many categories boost the consumer consciousness of what to expect. We build
into our customer satisfaction study design "action indicators" to
point to immediate use of customer satisfaction results.
Branding decisions drive branding marketing research
strategy. Corporate, product and advertising brand development is a mix
of creativity and marketing information
to uncover brand positioning
opportunities in cluttered market spaces.
Brand equity research measures the breadth and depth of brand power in your target markets.
We use both standard and custom tailored brand equity survey measurements.
A key to research design is the goal of a brand equity measurement study.
Advertising research design is determined by specific advertising goals and the stage of ad development, or campaign. We use a broad range of advertising research techniques including ad recall surveys, message and theme salience and impact measures, buying motivation and association with the ad message or positioning theme. We employ both qualitative and quantitative pricing research tools.
Market segmentation research maintains focus and delivers needed marketing information in today's moving economy where new markets and new product categories emerge and traditional market segments fade away.
Market segmentation research is a way to keep 'your eye on the ball.' Often we start the market segmentation process with
the range and breadth of customers. Then we follow with quantitative
research using appropriate multivariate analysis (cluster, k-means factor,
etc) to define meaningful segments.
Data mining -- finding gems of insight from sophisticated or basic analysis of your internal customer and sales and margin trend data -- is a key
first step in product and brand analysis. Simply put, a marketing analysis data mining effort searches for meaning and insight among the stacks of sales data and marketing data already within a sales and marketing organization. Through these tools we can better target your best customers, find which advertising and promotion methods are most efficient and effective.