Customer Intelligence

From Insight to Action

Commercial Due Diligence, Innovation Research, Strategic Planning

Allovance is also a powerful tool for corporate development teams. We’ve used it in projects where a client wanted to explore product categories, sub-markets, adjacent markets; identify acquisition targets; and evaluate which companies would create the most value within the constraints of a predetermined acquisition budget.

The Art and Science of Identifying and Engaging Difficult-to-Reach Audiences

Brand Research, Competitive Intelligence, Innovation Research

A “difficult-to-reach” audience is one that, by virtue of its specificity, authority level, scarcity, or privacy, is not easily found nor convinced to participate in research studies. At Martec, we’ve built a reputation over decades for reaching precisely these types of respondents — not because it’s easy, but because it’s necessary.

Customer Intelligence as Part of Commercial Due Diligence (CDD)

Commercial Due Diligence, Private Equity

Customer Intelligence in the CDD realm applies a methodology known in the market research world as “Voice of Customer,” or VoC, which is important to understand and leverage when evaluating target acquisitions and their viability or upside.

Case Study: Driving Strategic Growth Through Voice-of-Customer Insights

Brand Research

By leveraging a robust Voice of Customer research approach, the manufacturer aimed to optimize its distribution strategies and better align its offerings with the needs and preferences of its end-user customers—driving a 10% growth gap between its distributors and the overall market.

Brand Research 101: Following the Funnel

Brand Research, Consumer & B2B2C

While the idea of a brand funnel is straightforward, proper deployment is crucial for ongoing brand tracking, development, and action. 

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. 

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.

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.

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.

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.

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.

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).

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.