Insights

The Use of AI in Quantitative Research: What to Adopt, What to Avoid

The integration of artificial intelligence into market research processes has been embraced by some as a game-changer, promising to streamline data collection, enhance analysis, and drive informed decision-making. However, as with any technological advancement, the advent of AI brings both opportunities and challenges, prompting researchers to navigate the terrain with caution and curiosity alike.

Show Me, Don’t Tell Me.

Voice of Customer

One of our recent innovations in our ongoing pursuit to optimize and perfect Emotion Intelligence research is the use of images in a “qual-then-quant” process to gain deeper and more authentic insights into how emotions and sentiment are driving purchase decisions (or not).

eBook: Measuring and Optimizing the Customer Experience

Customer Experience & Journey Mapping, Consumer & B2B2C

It is critical, when analyzing and working to optimize customer experiences, that three primary tenets of sound CX design be woven deeply into the fabric of the analysis, even when using artificial intelligence or other technology to do some of the information gathering and processing.

Proceed with Caution When Doing Market Size Analyses

Market Sizing & Opportunity Assessment

It’s not that we caution against including customer survey results in the overall mix of insights, per se. It’s that we urge against relying solely on customer surveys, which is a mistake we’ve seen some make over the years.

Market Sizing Using Top-Down Insights

Market Sizing & Opportunity Assessment

Without top-down analytics as part of the market research equation, one runs the risk of placing faith in two sources of data that have proven at times to be unreliable and substandard pictures of reality.

Finding Opportunity When the Deal Pipeline is Light

Private Equity

Though most private equity firms typically engage in commercial due diligence once an acquisition target has been identified, there is another research approach that involves a combination of thematic and funnel analysis that can be employed — especially during times in which a more proactive approach is necessary. 1.) Market Prioritization, 2.) Target Prioritization, and 3.) Target Deep-Dive

Market Sizing Amid Shifting Dynamics

Market Sizing & Opportunity Assessment

As economies shift to respond to dynamic forces at play, so too do markets. Customer preferences change, arise or decline; competitors arrive, shift or disappear; and opportunities either emerge, shift form, or fall to the wayside. When external forces conspire to bring disruption, uncertainty and volatility, Market Size Analysis is among the antidotes that can bring calm, confidence and clarity.

Price Modeling: Applying Science When Data is Scarce

Pricing Research

Historically high and stubbornly persistent inflation in recent years has wreaked havoc on more than just consumers’ wallets. It has also had the effect of throwing many companies’ pricing strategies out of whack and into question. Rather than play a hunch, the smart money is on a proven methodology for setting pricing strategy based on hard facts, figures and formulas.

Chipping Away at the Semiconductor Shortage

Automotive & Mobility, Building & Construction

With demand for microprocessor chips escalating, and both the supply chain and raw materials access tightening, here is what we're hearing about the future of the semiconductor industry and reshoring questions being explored.

Qual >> Quant >> Qual

There are situations in which either quantitative or qualitative research is the more appropriate research vehicle. But where quantitative research is concerned, we usually recommend an approach that “book-ends” the quantitative research instrument with two qualitative research exercises.  

Measure What the Customer Treasures

Customer Experience & Journey Mapping, Voice of Customer

Let’s look at some of the common metrics used to understand customer perceptions as well as to measure whether the actions a brand takes is having a positive impact on those perceptions. It is important to note that, while all of these measurement approaches are important on their own, none by itself represents the complete and exhaustive measurement of customer opinion. Rather, it is the application of many (or all) of the appropriate tools that will provide the most accurate and holistic measurement of customer perception — including one critical metric that is unique to The Martec Group and the brands we work with.

Understanding Your Company’s Future as ESG Proliferates

Private Equity

Environmental, social and corporate governance (ESG) is no longer merely an emerging trend, confined mostly to the investment world and the purview of private equity firms. On the contrary: it is far more likely that your company, product and corporate mission are already coming under the scrutiny of a more discerning public than what would’ve been the case just a decade ago. 

Reshoring With Confidence

Automotive Aftermarket Report

Automotive & Mobility, Consumer & B2B2C

Results of the full study – how the pandemic has changed where people live and work, when people use their vehicles, how people maintain or service their vehicles, and buying behaviors for vehicles, services and parts

A Buyer’s Guide to Emotion Intelligence

Emotion Intelligence

Read through our eBook to learn about emotion research that is simple, scalable, seamless, and scientific.