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IPC Principal designation

Martec Group employee earns professional research designation

Insights Professional Certification demonstrates the mastery of, and dedication to, the practice of market research DETROIT—In a fast-evolving, competitive marketplace, the Insights Professional Certification (IPC) is a valued mark of distinction. It is a third-party confirmation of the mastery of, and dedication to, the research practice. IPC demonstrates an awareness of the highest ethics and standards

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private label growth
Food & Beverage

What Is Driving the Growth of Private Label Brands?

Changes in consumer attitudes within the food and beverage market have reignited the power struggle between private-label products and their branded counterparts Private-Label Positioning in the Food and Beverage Market As the world begins to recover from the COVID-19 pandemic, it is evident that trends in the market are still evolving, especially as they react

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consumer trends in healthcare - consumer decision making in healthcare

Consumer Trends in Healthcare: What’s Being Adopted

Discover leading consumer trends in healthcare and key areas that will transform the industry The COVID-19 pandemic pushed many clinics and healthcare providers to quickly adopt new practices for serving patients. Without adequate time to help their patients adjust to these new practices, many providers encountered varying levels of patient insecurity, as people grappled with

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cognitive bias in market research

Here’s Why You’re Wrong: A Look at Cognitive Bias in Market Research

When combatting cognitive bias in market research, it is beneficial to look at tools within intelligence analysis, particularly the Analysis of Competing Hypotheses Analysis has a fundamental problem, and that problem is us. Humans aren’t naturally good at it. Cognitive biases are a natural part of our thinking, and no one can avoid them. Humans

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Innovation Research and Strategy eBook

Introducing a Scalable Approach to Business Innovation and Brand Success

eBook release marks conclusion of co-authored Innovation Research and Strategy blog series DETROIT—The Innovation Research and Strategy toolkit is designed to help mid-size organizations transcend disruption, inspire growth, and ascertain new spaces where the organization or brand can lead in the next 3+ years. The toolkit has been developed by The Martec Group, a global

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construction safety technology
Building & Construction

How Technology Is Helping Improve Construction Site Safety

Innovations like drones, virtual reality, and worker wearables can provide critical safety solutions Fatality statistics are driving the adoption of construction safety technology. The most recent construction data from the Occupational Safety and Health Administration (OSHA) and Bureau of Labor is unsettling. Construction worksite fatalities have risen over the last two years, reaching a 12-year

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future of UX research
Customer Experience

The Future of UX Research: Uncovering Users’ True Emotions with Mixed Methodologies

Explore what methodologies work well together to uncover users’ hidden emotions to strengthen UX testing Emotion research can help brands find ways to create deeper emotional connections with prospects and deliver purposeful, enhanced experiences to current customers. It also is ideally suited for supporting the user experience (UX) design process. The future of UX research

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innovation research and strategy 5
Emotion Intelligence

Brand Positioning Strategy: Creating a North Star

Determine where you are on the distinctiveness spectrum and build a brand that becomes a market leader In addition to driving growth through innovative product concepts, continue to move your brand forward with a well-defined brand positioning strategy. Brand positioning is the process of differentiating your business from others in the market in a way

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innovation research and strategy 4
Customer Experience

Product Concept Development and Testing: How to Design an Innovative Solution

Grounding product development in foresight, empathy, and the customer experience will highlight product needs that should be addressed to become truly disruptive Product concept development provides benchmark data for the evaluation and prioritization of new product development and decision-making. A primary goal for product concept development and testing is to rate, rank, and prioritize customers’

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How to Create Buyer Personas

How to Create & Use Marketing & Buyer Personas

Drive real results with target consumers by developing personas Personas are an excellent tool to help narrow in on target audiences and create a successful marketing campaign. Buyer personas – sometimes called marketing personas or customer personas – are detailed, fictional depictions of target consumers. Persona development often follows market segmentation (the process of dividing

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innovation research and strategy 3

Future Market Maps: Sizing the Opportunity

Discover how to size emerging markets and determine the “size of the prize” through research Building market maps takes time and diligence. Building future market maps consumes even more resources – but the outcome enables an organization to “size the prize” and determine the return on investment (ROI). Market maps (or market analyses) that define and size

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middle market ESG due diligence

Where Middle Market ESG Due Diligence Is Heading

Goby and Martec partner to advance ESG due diligence solutions for private equity firms The Martec Group, a global market research and consulting firm, recently partnered with Goby, The ESG Platform, to study and advance ESG (Environmental, Social, Governance) solutions for private equity (PE) firms. In a recent study conducted by Martec and Goby, one respondent

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