Insights

Case Study: Driving Strategic Growth Through Voice-of-Customer Insights

Brand Research

By leveraging a robust Voice of Customer research approach, the manufacturer aimed to optimize its distribution strategies and better align its offerings with the needs and preferences of its end-user customers—driving a 10% growth gap between its distributors and the overall market.

Apostle Analysis: How to Identify and Augment Your Brand’s Most Loyal Fans

Apostle Analysis is a model that categorizes customers based on their likelihood to repurchase and their overall satisfaction with a brand. By using a structured framework, businesses can pinpoint their most valuable customers and identify at-risk segments.

The Martec Group Promotes Ken Donaven to Partner

The Martec Group is pleased to announce the promotion of Senior Director Ken Donaven to Partner, effective March 15, 2025.

Brand Research 101: Following the Funnel

Brand Research, Consumer & B2B2C

While the idea of a brand funnel is straightforward, proper deployment is crucial for ongoing brand tracking, development, and action. 

Martec Recognized as One of “Top 8 Segmentation Research Companies” by Quirk’s Magazine

The Martec Group is proud to be recognized as one of the “Top 8 Segmentation Research Companies” in Quirk’s 2025 Marketing Research Review edition.

The Martec Group and Allovance Unite to Elevate Strategic Planning and Market Research

The Martec Group is excited to announce its collaboration with Allovance, a trailblazer in strategic planning and capital allocation. This collaboration represents a significant evolution in how organizations approach decision-making, offering a comprehensive pathway from market insights to actionable strategies.

Case Study: Using Benefit-Value Analysis to Ascertain “Premium” Stature

Automotive & Mobility

Benefit-Value Analysis is a proprietary methodology developed by Martec to gain insights from an intended market to determine appropriate and acceptable pricing strategies on products before they are introduced and released into the marketplace.

Navigating the Complexities of Reshoring

While reshoring often presents opportunities for greater supply chain security, it requires a deeply granular approach to decision-making, accounting for regional nuances, industry-specific risks, and a shifting global landscape.

Keep ‘em Talking

Facilitating modern focus groups and research panels requires more than just asking questions—it's about building trust, understanding entire industries, and creating environments where participants feel comfortable sharing valuable insights.

Navigating Risk and Unlocking Value

Commercial Due Diligence, Market Sizing & Opportunity Assessment, Private Equity

Commercial due diligence (CDD) plays an essential role in the deal-making process, providing a deep dive into a target’s market, competitive landscape, and growth potential. Now more than ever, engaging in CDD can significantly improve the investment decision-making process and drive higher returns…quickly, efficiently and reliably.

Case Study: Automotive Aftermarket Manufacturer Makes Difficult Decision with Confidence Using Price-Value Mapping

Customer Experience & Journey Mapping, Pricing Research, Automotive & Mobility

Price-Value Mapping analyzes the relationship between what customers value about your brand or product and the price they are willing to pay. In this case, a category-leading automotive aftermarket parts manufacturer was faced with a crossroads: Continue to support multiple sub-brands that competed in the same market and at similar price points, or make the difficult decision to discontinue one of the brands?

Beyond the Basics: The Power of Holistic Audience Segmentation in Understanding Consumer Behavior

As brands strive to understand what drives consumer actions, emotions, and motivations, effective audience segmentation is key to creating tailored strategies that resonate. Exploring different ways to segment audiences and how it allows brands to gain richer insights into the forces shaping consumer or customer decisions.

Back in Focus

Modern technology has conspired with tried-and-true best practices to make “focus groups” more powerful and more effective than ever.

“Actionable Research for Uncertain Times: A Triangulated Approach to Market Sizing” — A New eBook from The Martec Group

Market Sizing & Opportunity Assessment

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, how Triangulation works, and the benefits realized through this robust approach to market sizing. 

Pricing Research eBook

Pricing Research

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