Brand Research 101: Following the Funnel
Ken Donaven
February 18, 2025
While the idea of a brand funnel is straightforward, proper deployment is crucial for ongoing brand tracking, development, and action.
Category: B2B
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Case Study: Using Benefit-Value Analysis to Ascertain “Premium” Stature
Ken Donaven
January 29, 2025
Benefit-Value Analysis is a proprietary methodology developed by Martec to gain insights from an intended market to determine appropriate and acceptable pricing strategies on products before they are introduced and released into the marketplace.
Keep ‘em Talking
Ken Donaven
December 6, 2024
Facilitating modern focus groups and research panels requires more than just asking questions—it’s about building trust, understanding entire industries, and creating environments where participants feel comfortable sharing valuable insights.
Case Study: Automotive Aftermarket Manufacturer Makes Difficult Decision with Confidence Using Price-Value Mapping
Chuck Bean
November 6, 2024
Price-Value Mapping analyzes the relationship between what customers value about your brand or product and the price they are willing to pay. In this case, a category-leading automotive aftermarket parts manufacturer was faced with a crossroads: Continue to support multiple sub-brands that competed in the same market and at similar price points, or make the difficult decision to discontinue one of the brands?
Beyond the Basics: The Power of Holistic Audience Segmentation in Understanding Consumer Behavior
Emily Bielak
October 29, 2024
As brands strive to understand what drives consumer actions, emotions, and motivations, effective audience segmentation is key to creating tailored strategies that resonate. Exploring different ways to segment audiences and how it allows brands to gain richer insights into the forces shaping consumer or customer decisions.
Back in Focus
Ken Donaven
October 21, 2024
Modern technology has conspired with tried-and-true best practices to make “focus groups” more powerful and more effective than ever.