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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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The Martec Group August 19, 2021
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 that

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The Martec Group August 10, 2021
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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The Martec Group July 27, 2021
How to Create Buyer Personas
B2B

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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Megan Bauer July 13, 2021
innovation research and strategy 3
Methodologies

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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The Martec Group July 8, 2021
middle market ESG due diligence
News

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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The Martec Group June 28, 2021
innovation research and strategy 2
B2B

Industry Disruptors: Using Foresight to Outmaneuver Minnows

Identify disruptive forces and social shifts most likely to impact an organization and turn those threats into opportunities What are industry disruptors? They are all concepts that started as ideas that challenged traditional business models, solved problems differently, reduced costs, or introduced an innovative approach – all while winning customers. In the first article of a six-part

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The Martec Group June 22, 2021
commercial due diligence checklist Martec
Private Equity

Commercial Due Diligence Benefits Deal Making

In private equity deal making, commercial due diligence mitigates risk and adds value A successful business investment can happen after due diligence is complete. The race to adequately complete each form of diligence – financial, operational, commercial, legal, ESG, etc. – typically begins with an investment round selection or a signed letter of intent. A

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Richard Claar June 17, 2021
innovation research and strategy
Methodologies

Growth Strategy Framework: Putting Disruptive Innovation in Its Place

Part I of the Innovation Research and Strategy series: Creating a growth strategy framework is the first step toward solving innovation, business strategy, brand strategy, and other growth challenges The theory of disruptive innovation has been impacting business strategies for more than 25 years. At its core, this theory, as authored by Clayton M. Christensen,

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The Martec Group June 8, 2021
best competitive intelligence activating CI
B2B

How Activating Competitive Intelligence Drives Bottom-line Results

Frequent competitive intelligence studies lead to a deeper understanding of a company’s competitive position in the market Competitive intelligence (CI) is the product of a company’s efforts to collect and analyze information about its competitive space. Insights drawn from this process can embolden strategy planning and key performance indicator (KPI) development. A major hurdle in

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The Martec Group May 26, 2021
How Generation Z Characteristics Will Impact Business
Customer Experience

How Generation Z Characteristics Will Impact Business

IIEX Forward highlights leading traits of this maturing generation Generation Z characteristics include being true digital natives, more racially and ethnically diverse than any previous generation, and open to understanding different cultures, people, and ideas. Gen Z also has an estimated purchasing power of $44 billion annually—already. During the recent, virtual IIEX Forward consumer insights

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Sarah Peyok May 18, 2021
All-Electric Building Trends
Building & Construction

Builders Warming Up To All-Electric Building Trends

Policy leaders and building professionals are working to reduce fossil fuel pollution with new energy and building codes and practices Despite commercial building sector slowdowns due to COVID, states have pressed forward with new construction programs for climate protection. California is leading the way. New York, Washington, Massachusetts, Maine, and Colorado are following with new

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Barb Lhota May 12, 2021

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