Consumer + B2B2C Markets

Leadership teams across a wide spectrum of global consumer and B2B2C markets rely on The Martec Group to discover and mine raw data, highlight the most relevant information, convert that information into insights, and deliver actionable advice.

We do more than inform clients what the insights say; we provide consultation that answers the questions, “So what?” and “Now what?”. Our research blends:

Quantitative and qualitative methodologies
Rational and emotional perspectives
Stated and unexpressed perceptions
Artificial and human intelligence (“augmented intelligence.”)

The Martec Group is passionate about discovering those answers and giving clients the confidence to use them.

Featured

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

Segmentation & Persona Development, Voice of Customer

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...

Deep Knowledge

Deep knowledge and experience across all levels of the value chain.

Diverse Experience

More than 40 years of experience for market assessments, product awareness and perceptions, market sizing and segmentation, relying on both seasoned veterans and innovative research pioneers.

Custom Solutions

The rare ability to design, execute and analyze both qualitative and quantitative studies globally — in both B2B and consumer sectors.

Insights

Explore our library of insights, archiving decades of experience and innovation in consumer and B2B2C industries, among others.

Beyond the Basics: The Power of Holistic Audience Segmentation in Understanding Consumer Behavior

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...

Case Study: Driving Strategic Growth Through Voice-of-Customer Insights

Brand Research

By leveraging a robust Voice of Customer research approach, the manufacturer aimed to optimize its distribution strategies and better align its offerings with the needs and preferences of its end-user customers—driving a...

Understanding True Voice of Customer Research

To find the true voice of the customer, VoC research should encourage people to share their thoughts and answer “why.” Examining a customer’s full response (in any open-ended context) is critical to...

Emotion Intelligence

Product Intelligence

Pricing Intelligence

Customer Intelligence

Market Intelligence