Market Exploration
Needs Assessment / Problem Identification
Problem Identification is a systematic research process that helps identify consumer perceived problems and needs within a product or service category. This research typically provides direction for new product development as well as for the positioning of a new or re-launched brand.
Benefit Hierarchy
To be positioned optimally in one’s category, marketers need to understand which benefits represent the cost of entry, which are requested but not necessarily expected, and which would truly “delight” consumers. Our approach to benefit hierarchy research delivers valuable insight into just that.
Our proven technique provides guidance on a continuum of how strongly a product or service feature will motivate consumers. To accomplish this, consumers rate the presence of each benefit, as well as the absence of the same benefit, in terms of how each will impact the purchasing decision.
Awareness, Attitude, and Usage
Whether conducted once or regularly, these studies often form the basis of marketing knowledge about a category or competitive set. They can provide key tactical information that can usually be used immediately to leverage a competitive advantage.
Market Segmentation
A solid segmentation study is the benchmark upon which strategic plans are built. These in-depth views of customers and markets enable the development of appropriate strategic direction. A successful segmentation study will provide the foundation for marketing plans against valuable and “targetable” segments.