Here's What We Think, What We're Working On, And Where Our Company Is Making Moves
By Ken Donaven and Chelsea May Consumer-facing brands are very familiar with measuring customer satisfaction and understanding the impact of customer experience on their brands…providing a unique, pleasant and memorable purchase and use experience often is key differentiator for these suppliers. Unfortunately, the business-to-business world (B2B), has a much more complex buying process, which often
By Ken Donaven, Martec Director Although it may be cliché to start with a statement like “throughout the history of commerce,” in this case such a grandiose, all-encompassing statement may be justified. Essentially since the invention of the wheel, product manufacturers have asked, “what makes my product valuable and sets it apart from the competition?”
The concept of “artificial intelligence” seems to be everywhere. The market research industry is no different. Every day, it seems like we inch closer to the dystopia that The Twilight Zone warned us about decades ago: The rise of the machines! But the robots aren’t orchestrating an uprising the way sci-fi envisioned. It’s just that
By Ken Donaven, Martec Director I’ve written in the past about how shocked I was to discover the amount of food waste that happens in our country (and around the world). Upon learning about the issue, I went on to research and examine various solutions to the problem that the food industry is considering and
By Sandy Monahan, Martec Partner “The only constant in life is change.” While the origin of this oft-repeated quote dates back to the ancient Greek philosopher Heraclitus, it’s never been more apt than it is today. And, perhaps, it’s never been more applicable to business today as it is to life in the general sense.
By Chelsea May, Martec Project Manager After investigating food fraud in the honey market, the second episode of Rotten dives into food allergies. Food allergies are not a new thing, but we are now seeing an increase in cases like never before, especially in children. Around 8% of children in the US have a food
Learn how one healthcare system leveraged emotion-based qualitative research to ensure employee engagement and inform brand repositioning As researchers, we’re always cognizant of the old adage, what gets measured gets done, even as it pertains to things that some may consider difficult to quantify, such as emotions. Knowing that data informs decisions, we’re big believers
According to the Pew Research Center, 88% of American households have a car. At about 128 million households in the U.S., that means that there are over 112 million privately owned cars in garages, driveways, or parked on the street right now (not to mention the Jay Lenos of the world who own almost 200 cars).
How America’s dining habits are reshaping the food and beverage industry Near the beginning of the 20th century, approximately 95% of our meals were prepared and eaten at home, while just 5% of meals were prepared somewhere other than our own kitchens. Today, the data tell quite a different story: We actually spend more of
How do emotions affect purchasing decisions? Understanding customer emotions can drive purchasing decisions and increase sales and loyalty. Recent research reveals new information about the wide range of emotions the human brain (or heart, if you will) is capable of processing and expressing. (And if you’ve ever seen the animated Disney movie Inside Out, you’ve
By Chelsea May, Martec Project Manager Almost every weekend I find myself, as many others do, scrolling through Netflix looking for something to watch. This past weekend I stumbled upon a made-for-Netflix docuseries: Rotten. Professionally and personally I have a love for all things food related, so I was already hooked. Little did I know
Developing patient segmentation and personas is paramount to customizing healthcare product messaging. There is nothing more personal than one’s health and there is a significant emotional response and attachment related to a customer’s healthcare product choices. The Martec Group recently conducted a study with a hospital system to understand how consumers choose their healthcare and
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