Category: B2B

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The Martec Group researchers

Finding Opportunity When the Deal Pipeline is Light

Though most private equity firms typically engage in commercial due diligence once an acquisition target has been identified, there is another research approach that involves a combination of thematic and funnel analysis that can be employed — especially during times in which a more proactive approach is necessary. 1.) Market Prioritization, 2.) Target Prioritization, and 3.) Target Deep-Dive

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Market Sizing Amid Shifting Dynamics

As economies shift to respond to dynamic forces at play, so too do markets. Customer preferences change, arise or decline; competitors arrive, shift or disappear; and opportunities either emerge, shift form, or fall to the wayside. When external forces conspire to bring disruption, uncertainty and volatility, Market Size Analysis is among the antidotes that can bring calm, confidence and clarity.

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Price Modeling: Applying Science When Data is Scarce

Historically high and stubbornly persistent inflation in recent years has wreaked havoc on more than just consumers’ wallets. It has also had the effect of throwing many companies’ pricing strategies out of whack and into question.

Rather than play a hunch, the smart money is on a proven methodology for setting pricing strategy based on hard facts, figures and formulas.

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Qual >> Quant >> Qual

There are situations in which either quantitative or qualitative research is the more appropriate research vehicle. But where quantitative research is concerned, we usually recommend an approach that “book-ends” the quantitative research instrument with two qualitative research exercises.  

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Measure What the Customer Treasures

Let’s look at some of the common metrics used to understand customer perceptions as well as to measure whether the actions a brand takes is having a positive impact on those perceptions.

It is important to note that, while all of these measurement approaches are important on their own, none by itself represents the complete and exhaustive measurement of customer opinion. Rather, it is the application of many (or all) of the appropriate tools that will provide the most accurate and holistic measurement of customer perception — including one critical metric that is unique to The Martec Group and the brands we work with.

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Understanding Your Company’s Future as ESG Proliferates

Environmental, social and corporate governance (ESG) is no longer merely an emerging trend, confined mostly to the investment world and the purview of private equity firms. On the contrary: it is far more likely that your company, product and corporate mission are already coming under the scrutiny of a more discerning public than what would’ve been the case just a decade ago. 

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