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Dec 03, 2008 Contact: 415.339.0498
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Marketing Decision- Market Research Matrix: Link Market Research Methods to Decisions

This matrix links likely research tools to each of the four marketing strategy decision stages in the Decision Pathway.
Decision Stage Goal Research Tools
Opportunity Scanning Scope the market landscape.
Option Generation Generate action choices.
Refining Options Evaluate payoffs & refine choices.
  • Product/Service concept screening
  • Trade-off Analysis
  • Pricing sensitivity
  • Target segments
Decision and Execution Select action; build plan.
  • Test tactics & execution, e.g. ad copy testing
  • Use 'soft introduction', or test markets
  • Key account feedback
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Tools & Techniques
Focus Groups |  Market Research Panels |  Qualitative Research |  Photoethnography | 
Concept Testing  |  Market Surveys |  Online Market Surveys |  Motivational Research  | 
Idea Generation |  Product Concept Development |  BAM Brand Assessment
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