Predictive Path to Purchase studies and methodologies for customer purchase decisions

Predicting the Path Most Taken

Ken Donaven 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.

Competitive Price Benchmarking stone stacking art

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.

UX CX experience is the common denominator

UX, CX, HX, EX: Experience is the common denominator

Hannah Starr July 14, 2022

Voice of the customer (VoC) is a research method that’s used to collect customer feedback. User experience (UX) and customer experience (CX) are elements of

Exploring Conjoint Analysis Methods

Ken Donaven June 8, 2022

Conjoint analysis is a powerful tool and can be used to quantify a number of metrics, including product/feature value; trade-offs customers are willing to make; and, in some cases, price elasticity for a product, feature or brand. Adaptive choice-based conjoint

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