Insights

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.

Updated eBook: Pricing to Win: Position with Precision, Compete with Confidence

Pricing Research

To help business leaders navigate this unprecedented terrain, Martec Group has updated and republished our popular Pricing eBook that examines three such strategies in detail, including some of our own proprietary and unique methodologies. 

Opportunity Assessment: E-Waste

Market Sizing & Opportunity Assessment

When thorough opportunity assessment research is conducted in e-waste, what’s revealed is more complicated than what the top-line U.N. numbers suggest.

How to Use Customer Segmentation to Answer the Difficult Questions Driving Consumer Behavior

Segmentation & Persona Development, Voice of Customer

Customer segmentation is much more than merely “categorizing” customers along traditional baseline filters: demographics, geographics, psychographics, and prior purchase history. While those data points are useful as far as they go, they simply don’t go deep enough.

Martec’s Emily Bielak Interviewed on Customer Segmentation

Segmentation & Persona Development

Director Emily Bielak was invited to the Bullhorns and Bullseyes Podcast to discuss the topic of customer segmentation and why it's more than sorting by demographics or even psychographics.

Quirks: Methods for Determining Your B2B Brand’s Value

Brand Research, Voice of Customer

To elevate a brand and maximize revenue, it is increasingly critical for B2B companies to understand the entirety of their brand’s value. From brand mapping to apostle analysis, burgeoning B2B firms have many ways to gauge and grow the impact and awareness of their brand.

Market Sizing is Not a One-Time Event

Market Sizing & Opportunity Assessment

It’s not just a matter of the size of the market, but rather why, and how we should respond, position and innovate to improve market standing, future outcomes, and overall profitability.

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.