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Marketing Decision-Research Matrix: Linking Marketing Research Methods to Decisions

 
 
Marketing Decision Stage Marketing Goal Marketing Intelligence & Research Objectives (with examples)

Stage 1:
Opportunity Scanning

 Scope the market
landscape.

Uncovering opportunities calls for several prongs of research, analysis, and creative development tools: secondary "landscape" research, primary research, internal data analysis, sales force input, ad agency input, and qualitative research.

Stage 2:
Option Generation

 Generate action choices.

Generating specific action options means converting promising opportunities to possible execution paths for your company.

Stage 3:
Refining Options

 Evaluate payoffs &
refine choices.

Here options are evaluated, concept tested, and market impact assessed. This evaluation eliminates some choices, and refines others into a final set for final decision making.
  • Product/Service concept screening
  • Trade-off Analysis to measure feature preferences
  • Pricing sensitivity
  • Target segments

Stage 4:
Decision and Execution

 Select action; build plan.

Research and market intelligence tools in this final stage involve test markets, soft or incremental roll outs, customer research to evaluate execution both qualitatively and quantitatively.

  • Test tactics & execution, e.g. ad copy testing
  • Use 'soft introduction', or test markets
  • Track market reaction in parallel with execution research
  • Post execution, measure its success with tracking studies by segment