Perception is not always reality. You may think your service is more than adequate. We may think so, too. But the fact remains; it doesn't matter what "we" think. It's what the customer thinks that counts. So just how critical is price to the customer in specifying your type of product? Which feature is the most important for your next direct mailer? And should you invest more in new literature development or the web site?
When a customer thinks about your product differently than they do for the "category" itself, there's a gap in your customer satisfaction equation. Or, if the measurement is comparing "wants" against the existing "industry solution," there's a gap in customer needs – and a potential for new service/product inroads.
Gap analysis is just one way to better understand the marketplace and where to apply your marketing dollars. As your business communications partner, we can help identify the value of such research to further optimize your marketing investments.
Most business-to-business research doesn't require statistical analysis. Here, trends, differences, percentages and ratings are often more important. As your marketing partner, we'll show you how to structure your research up front to achieve meaningful measurement in the final tabulation. We can then prepare and present that information in ways that add greater clarity and understanding.
Surveys can be used to measure satisfaction, awareness, preference, interest, past purchases behavior as well as future purchasing intent, and more. Consequently, surveys can be quite different in their structure and look. Many are quantitative. Some are more open-ended and probing. They can be designed for telephone calling, direct mailing, faxing or personal delivery
Brand development. New product design. Trend analysis. Pricing strategies. Customer needs analysis. These are all marketing directives that can benefit from focus group research. In this setting, group dynamics often result in a flood of unique perspectives. Through the use of a trainer facilitator, dialogue is steered accordingly and hidden agendas explored in depth. Conducted in a controlled setting, clients can observe through 2-way mirrors -- even prompt the facilitator on probing questions via radio communications.
The human mind interprets visual data differently than simple numbers or text. That's why we prepare charts, graphs and maps as part of our research reporting – even when the client hasn't asked for it. Our job is to help our clients get the most out of their research investment. And that includes a better grasp of the audience and marketplace.
Simply stated, market research is the process of gathering information for the purpose of decision-making. Properly managed, it can identify opportunities or clarify problems. It can generate answers to specific questions. At the very least, it can provide a vital link between marketers and the market.
As seasoned marketing professionals, we know how to manage and execute the research process. We know which methods work best. We know how to design quantitative surveys. We perform list research and procurement as well as data compilation and interpretation.
Whenever appropriate, we'll personally conduct your research. Or, if special resources are needed, such as a focus group room and facilitator, we'll coordinate and manage all the details while providing advice and direction to the entire process.
We're not in business to sell market research. But if you need marketing information, we're prepared to help you acquire it in the most effective and cost-efficient manner possible.
Market research does not have to be cloaked in mystery and statistical jargon. There are many ways to gather market information that can aid in your continued marketing success. Here are five research suggestions that can yield powerful information with little or no cost. You see, we're not in business to sell you "research." We're here to help you achieve your marketing objectives.
