Understand your opportunities.
When you know what — and how — your prospects think, spotting opportunity becomes a lot easier.
A lot of times, the main thing that separates winning firms from everyone else is the ability to understand the market and identify (or create) opportunities. The right kinds of research will help you identify unmet customer needs, opportunities to differentiate, and new ways to generate a competitive advantage.
We don’t believe in spending money on market research that tells you what you already know, or that provides information that’s "interesting" without being actionable. But, the right kinds of research will help you achieve your business goals.
Brand Development Research
This is most useful when developing a new company brand, revamping an established brand, revising your marketing and selling strategy, or launching a new product. It involves:
- Engaging with your targets to understand how they make buying decisions and what factors make them select one company over another.
- Assessing your competitors to see how they position themselves in the marketplace. This uncovers ways to differentiate you from your competitors in ways that will be meaningful to your target market (and that relate to how they make buying decisions).
- Testing positioning strategies and key messages to make sure you're communicating the right messages, and that your target market "gets it" in the way you intend.
Brand Awareness and Perception Research
This helps you measure where your company is—or where key offerings are—relative to where you want them to be in the minds of your prospects and customers. It answers critical questions like:
- How aware is our target market of our company and its offerings?
- What to our customers and prospects think of us?
- Are we differentiated from our competitors, or are we viewed as just another vendor?
- What do customers and prospects perceive as our strengths and weaknesses?
- How do customers and prospects rate us compared to our competitors?
- How are the market's perceptions helping or hindering our growth?
- What opportunities exist for us to improve?
Customer Satisfaction Research
Do you routinely measure how satisfied your customers are with the products or services you provide? If not, you might want to consider it, especially if you are in a professional services firm. Ongoing customer satisfaction research serves four key purposes. It:
- Gives a quantitative understanding of your strengths and weaknesses from your customers' points of view, which highlights opportunities for improvement.
- Provides a powerful marketing tool, as long as your customer service ratings are highly positive.
- Helps create a “culture of quality” at your company.
- Keeps your delivery teams "on their toes" and drives up customer satisfaction (teams perform better when they know they are being measured).
- Strengthens ties between you and your customers, as it demonstrates your commitment to their satisfaction.
Our goal is to help maximize your knowledge of your customers, prospects, and competitors. It's key to helping you win.