The 2022 GreenBook Research Industry Trends (GRIT) Report highlights the evolving nature of insights organizations and the role of insights professionals. While last year’s report focused heavily on COVID-19 implications, this year’s report demonstrates the need to put more emphasis on customer satisfaction and loyalty, attitudes and opinions, and brand tracking. The GRIT Report is based on
By Chuck Bean, Martec Partner/CMO B2B research is the process of gathering data on what consumers are looking for and what they need. This type of research can help you assess product pricing and fit, customer service expectations, brand perception, sales and marketing strategies, and more. Before in-depth or primary research can begin, you need
Nostalgia marketing aims to connect your brand with feelings of comfort and security associated with positive memories of the past. Market research combined with emotion research can help your brand successfully accomplish this. Nostalgia can be a great brand journey. That warm feeling that makes you smile as you recall your favorite memories evokes a
How do you best obtain feedback from key users and decision makers that provide independent insights and constructive suggestions? Focus groups work to show what exactly these individuals are thinking. When your company is considering launching a new product, what critical information is needed? Focus group discussions can be a great way to start product
When combatting cognitive bias in market research, it is beneficial to look at tools within intelligence analysis, particularly the Analysis of Competing Hypotheses Analysis has a fundamental problem, and that problem is us. Humans aren’t naturally good at it. Cognitive biases are a natural part of our thinking, and no one can avoid them. Humans
eBook release marks conclusion of co-authored Innovation Research and Strategy blog series DETROIT—The Innovation Research and Strategy toolkit is designed to help mid-size organizations transcend disruption, inspire growth, and ascertain new spaces where the organization or brand can lead in the next 3+ years. The toolkit has been developed by The Martec Group, a global
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