Insights

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.

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.

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.

How Emotion Intelligence Can Enhance the Customer Journey and Drive Business

Voice of Customer

AI-empowered methodology known as Emotion Intelligence (EI) has been helping brands better understand their customers’ and prospective customers’ buying inclinations, so that they can engineer optimal experiences that will appeal to humans’ emotional tendencies (and even their apprehensions) to facilitate exceptional customer experiences and increase sales.

Keynote Takeaways from a “Chief Provocateur” at TMRE

Three Insightful CX Takeaways from TMRE

Customer Experience & Journey Mapping

Global Acoustic Insulation Market Growth

Building & Construction

Customer Experience Management: Five Takeaways from CXM 360

Customer Experience & Journey Mapping, Voice of Customer

Competitive Price Benchmarking: Advantage in Price-Sensitive Times

Pricing Research

Too often companies only consider their own pricing strategies when it might be wiser to consider them within the full context of competitive pricing. Making decisions without analyzing a comprehensive set of data can lead to missteps and missed opportunities—opportunities to increase market share, penetrate new and adjacent markets, assume premium position in the market, or increase profit margins by examining the entire value chain against competitive pricing.

Benefit-Value Analysis: A Tool to Increase Market Share

Innovation Research, Pricing Research, Voice of Customer

Benefit-Value Analysis (BVA) is a proprietary methodology developed by Martec to gain insights from an intended market to determine appropriate and acceptable pricing strategies on products before they are introduced and released into the marketplace.

Confidence in Pricing Strategies in Times of Volatility

Pricing Research

In uncertain times, determining the optimal price for your products or updating your pricing strategy can be challenging. However, several research-based tools can help simplify the process and provide market-based insights to ground your decisions in customer-centric data. You should consider a pricing research study when you are: - Shifting your pricing strategy - Developing new products - Entering new markets When designed correctly, pricing research can predict customer behavior based on price, as well as the impact a price increase (or decrease) may have on revenue, margins, market share, or customer perceptions. Insights gathered through this type of research can provide the information you need to make informed pricing strategy decisions with greater confidence.

ESG Due Diligence Overview

Automotive & Mobility, Private Equity

See what The Martec Group in partnership with Goby, The ESG Platform, found when studying ESG solutions for private equity (PE) firms, particularly in the middle market.