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Machine Learning, AI in market research
Methodologies

Artificial Intelligence Will Be a Disruptive Force In Market Research

Update: We are continuing to evolve our understanding of Artificial Intelligence and its impact on the Market Research industry. For an updated perspective on AI in market research, check out our latest blog: Augmented Intelligence. According to Zeta Smart Marketing Platform, “artificial intelligence enables you to become a more human business.” While this statement is

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actionable insights meaning
Methodologies

What Makes Insights Actionable?

Data collection, on any level, has become a fairly easy task to do. With so many resources available on the Internet, do one simple Google search and you can get answers to your questions in two seconds. However, easy data does not necessarily mean meaningful data. To create actionable insights, you have to assign meaning

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Healthcare - personalization through segmentation and personas - different healthcare personas
Methodologies

Qualitative Research: Mining Value in “Why”

When a client asks for help, it is the market researcher’s job to determine how to conduct research that will reach a solution for the client’s needs. While qualitative and quantitative research typically complement each other, it is becoming increasingly important to put precedence in one method over the other, and The Martec Group believes

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News

The Work Culture Divide: Boomers vs Millennials

The apocalypse, it seems, is in vogue these days, at least as far as employee hiring is concerned. Uncertainty on the direction of the country in general, and immigration in particular, has caused consternation in Human Resources departments around the country. Immigration in the science and technical field has traditionally padded shortages of skilled employees

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zmet comparison with emotion intelligence
Emotion Intelligence

Emotion Intelligence: A Comparison with ZMET

In the last two decades, we have learned more about how the brain thinks and how consumers make decisions than in the previous century Emotions, when captured and analyzed, offer a much wider and deeper platform for insights into customers—their behaviors and their contexts. Emotional intelligence is one of the fastest growing fields in market

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chemicals M&A
Private Equity

In Chemicals M&A, It’s Deja Vu All Over Again

By Rick Claar, Martec Partner Over the past 30+ years consulting in the specialty chemicals space, I have seen about five different waves of acquisition/divestiture activity within the chemical sector. About every five to seven years, companies are either trying to get bigger and consolidate or spin-off/divest to get smaller and nimbler. We’re currently in

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emotional intelligence important
Emotion Intelligence

“Are You Winning Hearts and Minds?” – Why Emotion Intelligence Is Important

As researchers, we often hear clients expressing how they should be winning, but aren’t for some reason. “On paper we have the better product, but we’re not gaining any share” “Our new ads continue to test well, but we’re not seeing any growth” “Our recent new product launch just didn’t get the results we expected”

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how to write market research questions
Methodologies

Tips for Writing Market Research Survey Questions

Have a survey to write? Learn how to write market research questions. These tips provide some basic guidelines that will help ensure the success of your next research project. Ask One Question at a Time A common faux pas in the medical field is asking: “Do you smoke, drink or use drugs?” Your respondent might

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Automotive & Transportation

China’s Commercial Aerospace Market Is the Place to Be, But It Simply Isn’t That Simple

Overseas aircraft manufacturers and MROs face hurdles entering the Chinese market China is currently the second largest domestic aviation market in the world, in addition to being the fastest growing market with a year over year 9.5% passenger traffic growth rate. China is expected to take over the number one spot in the near future

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acbc trade-off analysis
Methodologies

ACBC – No, Not the Band…the Trade-Off Analysis

A brief primer for Adaptive Choice-Based Conjoint Throughout the history of commerce – essentially since the invention of the wheel – product manufacturers have asked, “what makes my product valuable and sets it apart from the competition?” Manufacturers know all too well that the right features, or combination of features, can make the difference between

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Automotive & Transportation

Automotive Wire Harness Study Offers New Information on Material Substitution

NEW YORK—The International Copper Association, Ltd. (ICA), the leading authority on the fundamentals of copper demand, issued preliminary findings from a study by The Martec Group today demonstrating the overall impact of substitution in the automotive wire harness industry. The study shows that nearly 95 percent of the automotive wire harness will remain copper in

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