Insights

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.

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.