Insights

Updated eBook: Advanced Pricing Strategies for Maximum Competitive Advantage

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.

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.