These steps show when product research may be needed to increase the probability of optimum decisions and successful market impact:
Effective product market research -- for new products and exisiting products -- is well integrated with R&D and technical product design functions. For consumer or business B2B product market research, we take a global approach, incorporating appropriate market research at each design stage: The goal is to align astute technical product R&D, product innovation and design with market demand. We include in our services the following new product development and research services :
For new product development market research, the question becomes one of matching the stage of new product development with the right creative or product market research method. We use the Marketing Intelligence Platform to guide the use of the three forms of Intelligence --Ideas, Data, & Drivers -- to the product development process. We provide consulting and specific new product research market research capabillities at each new product development stage.
Product development market research methods and tools used may vary according to the product type, the extent of incremental change from other products, the investment and risk factors, and the costs of seeding the new product in the marketplace.
Product development is a sequential decision process. It's a series of decisions, not one. It is key, therefore, to concentrate attention on the precise new product decision at hand, and think through the market research and creative tools needed for that stage.
As marketing strategy consultants, our firm will work with you and your company and management team in a professional product launch, branding research, or market sizing or targeting engagement. Since each client company or firm is unique with its own set of issues and opportunities, we often begin our relationship with a decision identification and clarification engagement – what we call Decision Mapping. This identifies the most relevant problems, opportunities, and issues most relevant, and serves to clarify the decision agenda. We believe this is a crucial step to ensure as consultants to your company, that our research or marketing strategy engagement meets your specific management requirements. Further, Decision Mapping saves both time and money as it sharpens focus as to the exact work which needs to be accomplished in our remaining consulting or market research work for your company.
As experts and specialists in marketing and market research, we are well qualified in these strategy arenas: positioning, segmentation, product launch, new product development advertising strategy, corporate and product naming, company branding, brand equity measurement, pricing, brand development, brand strategy, product concept testing, identifying opportunities, and targeting positioning.
Our consulting company has deep experience working with large and small firms, although typical clients include Fortune 500, Fortune 100, or middle market companies. Our team members have been involved as executives and board members of technology venture start-ups, conducting research and assessments used by private equity, and venture capital firms.
First, we are not industry specialists or experts. Our philosophy is that we bring a tool kit of analytical and management skills to the table. You bring deep industry knowledge of your business. The blending of our functional and management expertise, and your knowledge of your own business and industry, makes for a productive decision-focused engagement.
We've conducted studies for brokerage firms, savings insitutions, banks, and companies that serve them. Financial services marketing studies include: major market entry studies and consulting for large mega-bank; brand image studies , new product development market research; price-positioning of online, ATM and credit card services, upscale services; site location analyses; and advertising research We understand the financial services marketplace. Our clients include Wells Fargo, Key Banks, Golden West, US Banks, BNP-Bank of the West, Meritor, Alaska Pacific, Northrim, and others.
Technology marketing research uses core marketing research principles, yet there are important issues when reaching technology customers -- whether hardware or software. Our technology market research work has explored such markets as deskjet printer pricing, digital signal processor market sizing, launch of ASIC based technology startup product line, and others. We've assessed PC server branding, market demand and competitive positioning, and corporate image. For computer sellers, we've conducted data mining and modeling to identfy and target the best prospects for direct marketing online and mail campaigns. We understand the often complicated set of purchase and preference drivers at play in technology markets. In technolgy marketing, the value proposition in this market of B2B technical and management purchase decision-makers customers is a moving target, both for companies, component suppliers, and their new products. Market segmentation tools can meaningfully identify the need structure of differing market sectors.
We've served such clients as Intel, Hewlett Packard, National Semiconductor, Extended Systems, Micron and others.