Insights

Building Trust Through Collaboration: A Case Study in Data Integrity

A recent success story illustrates how our firm, working with our panel provider and in close collaboration with the client, navigated significant data-quality challenges in the course of a large B2B brand and pricing study.

Innovation: Ideation + Iteration

Innovation Research, Automotive & Mobility, Building & Construction, Chemicals, Consumer & B2B2C, Food & Beverage, Franchising, Healthcare & Human Factors

Concept testing is a pivotal stage in the product development process. After an initial idea or concept has been developed, brands must validate its potential in the market. This process involves assessing whether the concept is understood, appealing, and viable from a consumer perspective. What’s more, concept testing, as a function of quantitative and qualitative market research, can insulate the innovator from wasted resources and unnecessary capital expenditures. 

Webinar Rewatch: Ensuring Data Integrity in Increasingly Challenging Times

If you missed our recent webinar, presented jointly with our panel partner Quest Mindshare, here is your chance to watch (or rewatch) the presentation on demand: “How Panel Providers, Market Researchers, and Research Clients Can Collaborate to Stop Bad Actors at the Door.”

Market Analysis Whitepaper

Commercial Due Diligence, Market Sizing & Opportunity Assessment, Private Equity

Our newly released eBook, “Actionable Research for Uncertain Times: A Triangulated Approach to Market Sizing,” provides a detailed overview of why leadership is embracing this methodology.

Navigating the Road Ahead

Automotive & Mobility

Is Level 3 autonomy—the next evolutionary step—truly needed? Or have consumers and the market already found their equilibrium at Level 2/2+? This is where strategic market research and consulting come into play. By combining consumer insight with technical and business analysis, OEMs and suppliers can make evidence-based decisions about where to focus their investments.

Willingness to Pay: Understanding Customer Intent to Maximize Profitability

By combining traditional product-level assessments with advanced conjoint simulations and cumulative-effect modeling, organizations can precisely align pricing with customer value perception, maximizing revenue potential while maintaining market competitiveness.

From Insight to Action

Commercial Due Diligence, Innovation Research, Strategic Planning

Allovance is also a powerful tool for corporate development teams. We’ve used it in projects where a client wanted to explore product categories, sub-markets, adjacent markets; identify acquisition targets; and evaluate which companies would create the most value within the constraints of a predetermined acquisition budget.

Important Webinar: Ensuring Data Integrity in Increasingly Challenging Times

The Martec Group and Quest Midshare are working together to address the ongoing data integrity challenge and have collaborated on an upcoming webinar/panel discussion. Click through to learn more and register to learn “How Panel Providers, Market Researchers, and Research Clients Can Collaborate to Stop Bad Actors at the Door."

Understanding Customer Price Sensitivity to Validate or Inform Pricing Strategy

Pricing Research

Price Sensitivity research explores how customer demand or willingness to purchase shifts in response to changes in price. For most organizations, understanding price sensitivity is less about formulas and more about generating practical, data-driven insights. These insights help determine acceptable price ranges, evaluate the impact of proposed changes, and guide feature-specific or competitive pricing strategies.

The Art and Science of Identifying and Engaging Difficult-to-Reach Audiences

Brand Research, Competitive Intelligence, Innovation Research

A “difficult-to-reach” audience is one that, by virtue of its specificity, authority level, scarcity, or privacy, is not easily found nor convinced to participate in research studies. At Martec, we’ve built a reputation over decades for reaching precisely these types of respondents — not because it’s easy, but because it’s necessary.

Customer Intelligence as Part of Commercial Due Diligence (CDD)

Commercial Due Diligence, Private Equity

Customer Intelligence in the CDD realm applies a methodology known in the market research world as “Voice of Customer,” or VoC, which is important to understand and leverage when evaluating target acquisitions and their viability or upside.

Martec Cares: A Case Study in Community Success

Martec Cares is our commitment to using our time and talents to make a meaningful difference in our communities. Our team is passionate about issues that matter—locally, nationally, and globally—and we believe that companies have a responsibility to give back.

“Actionable Research for Uncertain Times: A Triangulated Approach to Market Sizing” — A New eBook from The Martec Group

Market Sizing & Opportunity Assessment

Our newly released eBook, “Actionable Research for Uncertain Times: A Triangulated Approach to Market Sizing,” provides a detailed overview of why leadership is embracing this methodology.

The Martec Group Promotes Josh Emington to Partner

The Martec Group is pleased to announce the promotion of Vice President Josh Emington to Partner, effective July 17, 2025.

Data Integrity Starts at the Door

As a panel provider and a research consultancy who have collaborated on numerous projects, we’ve seen firsthand what it takes to stop fraud at the source, which is how the most effective firms are doing it.  As is often the case, perhaps the best way to avoid data fraud is to prevent it from happening in the first place. As the saying goes, An ounce of prevention is worth a pound of cure.