Market Research and Analysis
Valid research is a fundamental requirement for any successful marketing activity. Research enables you to validate assumptions, enabling you to optimise the marketing mix by understanding the decision making processes used by your target markets.
We can undertake primary and secondary research, including focus groups and one-on-one interviews, to meet your marketing planning requirements. We ensure that research leads to statistically valid results that will guide your strategic insights and marketing execution.
Research is concluded through primary and secondary methods, depending on your scope and requirements.
Primary Research – Focus Groups and Interviews
Primary research is used to test new concepts or validate assumptions that may influence your strategic marketing direction. Research is collated through the use of surveys, questionnaires and focus groups.
Market research can be used to collate quantitative and qualitative data from your customers, prospective customers and stakeholders. This information can be used to make informed decisions on product launches, new initiatives and to review existing marketing activities.
Surveys and questionnaires can be delivered on-line, over the telephone, or in person, depending on the level of detail that is required.
Focus groups allow you to analyse the opinions of your prospective customers, so you can determine the optimal marketing mix and value proposition. Focus groups can also be used to explore perceptions with current customers, staff or other stakeholders providing a mechanism to optimise and review marketing activities.
Primary research is used when there is a need to test and validate concepts directly with your key stakeholders, including current prospective customers.
Secondary Research – Industry, Customer and Competitor Analysis
Secondary research draws upon other sources to provide a context relevant to your business needs. This data can be retrieved from a variety sources, including industry reports, benchmarking analysis, government data and other content.
Secondary research can be used to validate the results from primary research. This approach ensures that the findings are suitable across relevant market segments, and is used to determine key approaches for new campaigns and innovations.
Data can also be analysed from industry reports to determine competitive pressures and potential market growth. Further analysis can identify current competitor positioning to ensure that your presence successfully overcomes market challenges.
As a strategic marketing consultancy and agency, our market research services enable you to make informed strategic decisions.