Understanding Customer Purchase Drivers
Ken Donaven
April 13, 2023
Lorem ipsum dolor sit amet consecte tur adipiscing elit semper dalaracc lacus vel facilisis volutpat est velitolm.
Category: Methodologies
Subscribe To Our Newsletter
Get The Latest Insights
Predicting the Path Most Taken
Chelsea May
March 13, 2023
Companies that embark on Predictive Path to Purchase studies often report some combination of increased confidence in their existing marketing strategies coupled with valuable, previously unconsidered insights that become extremely beneficial competitive advantages.
For an in-depth explanation of why Predictive Path to Purchase studies are so important in the modern media landscape, please see our article, “How to Apply ‘Predictive Path to Purchase’ to Better Understand Customer Behavior.”
In this article, we’ll examine Martec’s approach to this methodology.
How to Apply ‘Predictive Path to Purchase’ to Better Understand Customer Behavior
Chelsea May
March 13, 2023
Predictive Path to Purchase takes a more preemptive and proactive view of the myriad possible pathways, and charts potential and probable customer journeys — even those that don’t yet exist but potentially could and should.
Competitive Price Benchmarking: Advantage in Price-Sensitive Times
Ken Donaven
December 1, 2022
Too often companies only consider their own pricing strategies when it might be wiser to consider them within the full context of competitive pricing. Making decisions without analyzing a comprehensive set of data can lead to missteps and missed opportunities—opportunities to increase market share, penetrate new and adjacent markets, assume premium position in the market, or increase profit margins by examining the entire value chain against competitive pricing.
Benefit-Value Analysis: A Tool to Increase Market Share
Ken Donaven
November 15, 2022
Benefit-Value Analysis (BVA) 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.
Confidence in Pricing Strategies in Times of Volatility
Ken Donaven
November 8, 2022
In uncertain times, determining the optimal price for your products or updating your pricing strategy can be challenging. However, several research-based tools can help simplify the process and provide market-based insights to ground your decisions in customer-centric data.
You should consider a pricing research study when you are:
– Shifting your pricing strategy
– Developing new products
– Entering new markets
When designed correctly, pricing research can predict customer behavior based on price, as well as the impact a price increase (or decrease) may have on revenue, margins, market share, or customer perceptions. Insights gathered through this type of research can provide the information you need to make informed pricing strategy decisions with greater confidence.