Insights

The Hard-to-Reach Imperative

Brand Research, Commercial Due Diligence, Competitive Intelligence, Innovation Research, Market Sizing & Opportunity Assessment, Pricing Research, Strategic Planning, Voice of Customer

In complex B2B markets, the individuals who hold the most meaningful insights are often the least accessible. When researchers reach the right voices, even when doing so requires creativity, persistence, and unconventional approaches, the insights gained are often more nuanced, more grounded, and far more actionable.

Export Growth in Agricultural Commodities Will Require More Than Mere Market “Access”

Market Sizing & Opportunity Assessment, Food & Beverage

Export growth remains essential to the long-term health of U.S. agriculture. But in an increasingly competitive and uneven global environment, success depends less on how many markets are pursued and more on how deliberately those markets are chosen.

Sentiment Analysis: Understanding the Emotional Drivers Behind Brand Affinity

Brand Research, Customer Experience & Journey Mapping, Emotion Intelligence, Segmentation & Persona Development, Voice of Customer, Building & Construction, Consumer & B2B2C, Food & Beverage

Sentiment Analysis goes beyond what customers think about a brand to uncover how they feel about it…and why those feelings matter. Understanding sentiment is not about replacing quantitative brand metrics; it is about interpreting those metrics more accurately and more deeply.

Case Study: Increasing Sales and Capturing Market Share

Market Sizing & Opportunity Assessment, Building & Construction, Transportation & Logistics

Learn how an investment in market sizing research ultimately helped this manufacturer increase its sales and market share and drive additional shareholder value to the bottom line.

How Supply Chain Diversification Is Evolving into Regional Resilience

Competitive Intelligence, Market Sizing & Opportunity Assessment, Automotive & Mobility, Building & Construction, Chemicals, Transportation & Logistics

Martec’s research over dozens of post-pandemic projects confirms what many global analysts have observed: firms that weathered disruption most effectively were those that had already built structural redundancy—dual sourcing and diversified supplier bases.  Many also furthered these defenses by reversing the decades old trend of global centralization in logistics, and adopting instead greater regionalization of their manufacturing supply chains.

Brand Mapping: Visualizing Perception to Unlock Growth

At its core, Brand Mapping is the practice of translating customer perceptions into actionable insights and visuals that demonstrate how a brand compares to competitors. These maps can take different forms, but all share a common goal: to link brand perception to measurable business outcomes. The outcome is sharper messaging, stronger channel execution, and sustainable growth.

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.

Market Intelligence in Commercial Due Diligence

Market Sizing & Opportunity Assessment, Private Equity

Market analysis remains the most requested module of commercial due diligence for private equity investors. The right approach provides far more than a sizing exercise — it creates transparency, accuracy, and confidence for investment committees.

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."