Back in Focus
Chelsea May
October 21, 2024
Modern technology has conspired with tried-and-true best practices to make “focus groups” more powerful and more effective than ever.
Category: Qualitative Research
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Updated eBook: Advanced Pricing Strategies for Maximum Competitive Advantage
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.
Quirks: Methods for Determining Your B2B Brand’s Value
The Martec Group
July 29, 2024
To elevate a brand and maximize revenue, it is increasingly critical for B2B companies to understand the entirety of their brand’s value. From brand mapping to apostle analysis, burgeoning B2B firms have many ways to gauge and grow the impact and awareness of their brand.
Market Sizing is Not a One-Time Event
Ken Donaven
June 3, 2024
It’s not just a matter of the size of the market, but rather why, and how we should respond, position and innovate to improve market standing, future outcomes, and overall profitability.