Insights

Conjoint Analysis eBook

Competitive Intelligence, Market Sizing & Opportunity Assessment

Essentially since the invention of the wheel, product manufacturers have asked, “what makes my product valuable and sets it apart from the competition?” and “how can I maximize the value, price, and profit for my product?”

Martec Provides Pro Bono Insights to Not-for-Profit Second Harvest in Partnership with BluWave

The Martec Group is extremely proud to have the opportunity to give back to the community by offering pro bono market research services to a not-for-profit food bank as part of BluWave’s inaugural “Impact Program.”

The Martec Group Featured as One of “8 Top CX/UX Research Companies”

Customer Experience & Journey Mapping, Voice of Customer

The Martec Group is proud to be featured as one of "8 Top CX/UX Research Companies" by Quirk's Media in the September/October special issue on customer experience (CX) and user experience (UX).

Which Industries Will Be Impacted Most by the Evolution of Artificial Intelligence?

Market Sizing & Opportunity Assessment

As a market research firm, we are seeing more and more clients wanting to understand exactly how AI is impacting a given market or industry sector — and to get a better handle on how that will change in the near and distant future. Here is what we’re hearing and learning, both through direct conversations with company leadership teams as well as via secondary research and information gathering.

Case Study: Franchisor Takes 5-D Approach to Optimize Customer Experience

Customer Experience & Journey Mapping, Chemicals

The customer experience research objective was to take Martec’s 5-D insights approach to study client experiences, understand the true voice of customer, and engineer the customer journey to maximize engagement and customer satisfaction.

How to Take a “5-D” Approach to Optimizing CX

Customer Experience & Journey Mapping, Voice of Customer

A comprehensive look at four methodologies we use to not only understand the existing customer experience, but to optimize that experience for how an audience wishes to experience an interaction with a brand.

The Art and Science Behind Injecting Emotion into Business-to-Business Marketing

One area of the marketing research discipline that cannot be emphasized enough is a certain power perhaps upstream of provocation, and that’s the power of emotions. We have studied the role emotions play in purchases of all kinds of purchases and strategic decisions — B2B and B2C alike — and the research shows that emotions are powerful drivers of action.

How to Ensure the Integrity of Your Survey Data

Data quality control and data integrity practices are critical to ensure that a survey sample truly represents an accurate reflection of the opinions and perceptions of the proper respondent population. Here are "Three Ways to Avoid the Dreaded “Garbage Out” Result"...

What Role Should Artificial Intelligence Play in Market Research?

The peril lies in the over-reliance on machines and artificial intelligence to do the most critical components of market research and insights: analysis, thinking, and decoding data into fuel for decision-making and strategy.

Customer Experience: Humans Experiencing Human Emotions & Making Moments to Remember

Customer Experience & Journey Mapping, Voice of Customer

Why a customer chooses to buy, and when, and whether that customer can be retained, whether he or she will become a vocal brand advocate, and why that customer chose our product or service over a competitor’s represent the secret sauce to replicating that behavior in others—creating customer experiences that drive future sales. But without understanding the why, you are more or less guessing at the what you are trying to replicate.

Key Takeaways from Quirk’s Chicago Event 2023

Understanding Customer Purchase Drivers

Competitive Intelligence, Customer Experience & Journey Mapping, Voice of Customer, Food & Beverage

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How to Understand Your Brand’s “Emotional Value”

The difficulty lies in transcending the understanding of whether a brand’s emotional value is “good enough,” as it’s much more complex than that. The question of, “Does the data suggest our brand’s emotional value is good?” simplifies the equation. What’s considered good for one brand, category, or product might be detrimental to another. What’s required to truly understand the emotional nuances that drive purchase decisions, brand affinity, customer loyalty, and even market share acquisition is deep analysis of not only which emotions a brand does evoke for a given market, but also which emotions that brand should evoke.

How to Apply ‘Predictive Path to Purchase’ to Better Understand Customer Behavior

Predictive Path to Purchase takes a more preemptive and proactive view of the myriad possible pathways, and charts potential and probable customer journeys — even those that don’t yet exist but potentially could and should.

Predicting the Path Most Taken

Market Sizing & Opportunity Assessment

Companies that embark on Predictive Path to Purchase studies often report some combination of increased confidence in their existing marketing strategies coupled with valuable, previously unconsidered insights that become extremely beneficial competitive advantages. For an in-depth explanation of why Predictive Path to Purchase studies are so important in the modern media landscape, please see our article, “How to Apply ‘Predictive Path to Purchase’ to Better Understand Customer Behavior.” In this article, we’ll examine Martec’s approach to this methodology.