Insights

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. 

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.