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.

Updated eBook: Pricing to Win: Position with Precision, Compete with Confidence

Ken Donaven September 27, 2024

To help business leaders navigate this unprecedented terrain, Martec Group has updated and republished our popular Pricing eBook that examines three such strategies in detail, including some of our own proprietary and unique methodologies.

Opportunity Assessment: E-Waste

John Lorinskas September 18, 2024

When thorough opportunity assessment research is conducted in e-waste, what’s revealed is more complicated than what the top-line U.N. numbers suggest.

How to Use Customer Segmentation to Answer the Difficult Questions Driving Consumer Behavior

Emily Bielak August 13, 2024

Customer segmentation is much more than merely “categorizing” customers along traditional baseline filters: demographics, geographics, psychographics, and prior purchase history. While those data points are useful as far as they go, they simply don’t go deep enough.

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Category: Qualitative Research

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