Insights

Understanding Customer Price Sensitivity to Validate or Inform Pricing Strategy

Pricing Research

Price Sensitivity research explores how customer demand or willingness to purchase shifts in response to changes in price. For most organizations, understanding price sensitivity is less about formulas and more about generating practical, data-driven insights. These insights help determine acceptable price ranges, evaluate the impact of proposed changes, and guide feature-specific or competitive pricing strategies.

The Art and Science of Identifying and Engaging Difficult-to-Reach Audiences

Brand Research, Competitive Intelligence, Innovation Research

A “difficult-to-reach” audience is one that, by virtue of its specificity, authority level, scarcity, or privacy, is not easily found nor convinced to participate in research studies. At Martec, we’ve built a reputation over decades for reaching precisely these types of respondents — not because it’s easy, but because it’s necessary.

Customer Intelligence as Part of Commercial Due Diligence (CDD)

Commercial Due Diligence, Private Equity

Customer Intelligence in the CDD realm applies a methodology known in the market research world as “Voice of Customer,” or VoC, which is important to understand and leverage when evaluating target acquisitions and their viability or upside.

Martec Cares: A Case Study in Community Success

Martec Cares is our commitment to using our time and talents to make a meaningful difference in our communities. Our team is passionate about issues that matter—locally, nationally, and globally—and we believe that companies have a responsibility to give back.

“Understanding Markets in Motion: Triangulated Market Sizing to Drive Where to Play” — A New eBook from The Martec Group

Market Sizing & Opportunity Assessment

Our newly released eBook, “Understanding Markets in Motion: Triangulated Market Sizing to Drive Where to Play,” provides a detailed overview of why leadership is embracing this methodology.

The Martec Group Promotes Josh Emington to Partner

The Martec Group is pleased to announce the promotion of Vice President Josh Emington to Partner, effective July 17, 2025.

Data Integrity Starts at the Door

As a panel provider and a research consultancy who have collaborated on numerous projects, we’ve seen firsthand what it takes to stop fraud at the source, which is how the most effective firms are doing it.  As is often the case, perhaps the best way to avoid data fraud is to prevent it from happening in the first place. As the saying goes, An ounce of prevention is worth a pound of cure.

Pricing Research

Pricing Research

Pricing research enables you to determine the optimal price point to maximize profit, revenue, or market share.

Martec to Award $40,000 in Project Fees to Celebrate its 40th Anniversary

To celebrate its 40th year as a leading provider of market research and consulting services, The Martec Group will award complimentary research valued up to $40,000 to one new client!  The winner will be selected from those who enter the random drawing at the upcoming Quirk’s New York event, held July 23rd through 25th at the Javits Center in New York City. 

Customizing Commercial Due Diligence to Align with Target and Market-Specific Objectives

Commercial Due Diligence, Private Equity

Tailoring the Commercial Due Diligence process to the specific nuances of a target and its market ensures that investors gain a truly comprehensive and actionable understanding.

Unlocking the Power of Lifetime Value Analysis to Drive Profitability

Pricing Research

Lifetime Value Analysis is a powerful tool that elevates your revenue projections and planning processes by quantifying the long-term value of your customers.

What’s in Traditional Commercial Due Diligence: The Five Pillars

Commercial Due Diligence, Private Equity

Commercial Due Diligence (CDD) isn’t just a box to check in the private equity dealflow process—it’s one of the most decisive steps in shaping conviction around a deal. This article outlines what’s inside the envelope of a standard CDD engagement, when it happens, and how we structure our work at Martec around five core pillars.

Martec Partner Ken Donaven Interviewed for Martech Edge

Martec Partner Ken Donaven was recently interviewed by Martech Edge Magazine, a "digital publication that covers anything and everything that happens at the crossroad of marketing and technology."

Martec Celebrates its 40th Anniversary

Celebrating four decades in business, today with nearly 30 employees and more than 7,000 successful projects completed, The Martec Group is recognized as an innovative firm big enough to take on significant challenges, while remaining small enough so that each project receives senior-leadership oversight and execution.

Clarity Counts: Deal-Making Hypotheses

Private Equity

When executed effectively and exhaustively, the resulting intelligence gleaned from thorough CDD provides a clear map to avoid risk, increase volume, enhance margins, and explore numerous other ways to increase the total returns an investor can capture with a specific target.