Insights

Understanding True Voice of Customer Research

To find the true voice of the customer, VoC research should encourage people to share their thoughts and answer “why.” Examining a customer’s full response (in any open-ended context) is critical to understanding the decision-making process. Finding the true voice of the customer requires researchers and executives to be objective, open, and active listeners.

Martec Group employee earns professional research designation

What Is Driving the Growth of Private Label Brands?

Pricing Research

Consumer Trends in Healthcare: What’s Being Adopted

Healthcare & Human Factors

Here’s Why You’re Wrong: A Look at Cognitive Bias in Market Research

Introducing a Scalable Approach to Business Innovation and Brand Success

How Technology Is Helping Improve Construction Site Safety

Building & Construction

The Future of UX Research: Uncovering Users’ True Emotions with Mixed Methodologies

Customer Experience & Journey Mapping, Voice of Customer, Healthcare & Human Factors

Brand Positioning Strategy: Creating a North Star

In this Innovation Research and Strategy article in partnership with Great Lakes GrowthWorks, we’ll reveal how foresight, empathy, and Emotion Intelligence — steeped in artificial intelligence (AI) — can strengthen your brand positioning strategy.can strengthen your brand positioning strategy.

Product Concept Development and Testing: How to Design an Innovative Solution

Innovation Research

Concept development and testing is a crucial phase in innovation research. A hybrid qualitative and quantitative approach can increase the odds of creating disruptive innovation and generating consumer uptake.

How to Create & Use Marketing & Buyer Personas

Segmentation & Persona Development, Voice of Customer

While needs and sentiments will differ on an individual basis, buyer personas help to create a broad representation of consumers that may be most – or least – interested in your product. In B2C markets, where transactional and marketing data is available, buyer personas are relatively easy to create.

Future Market Maps: Sizing the Opportunity

Market Sizing & Opportunity Assessment

Building future market maps consumes even more resources – but the outcome enables an organization to “size the prize” and determine the return on investment (ROI). Market maps (or market analyses) that define and size emerging markets and opportunities are extremely valuable…when done correctly.

Where Middle Market ESG Due Diligence Is Heading

Commercial Due Diligence, Private Equity

Industry Disruptors: Using Foresight to Outmaneuver Minnows

Innovation Research, Market Sizing & Opportunity Assessment

What are industry disruptors? They are all concepts that started as ideas that challenged traditional business models, solved problems differently, reduced costs, or introduced an innovative approach – all while winning customers.

Commercial Due Diligence Benefits Deal Making

Commercial Due Diligence, Private Equity

Commercial due diligence (CDD) provides buy-side due diligence insights including commercial position, competitive dynamics, future cash flow, market dynamics, and much more.