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Market Intelligence

Know your market with extreme confidence, whether existing, new, adjacent, or aspirational.

Featured

“Actionable Research for Uncertain Times: A Triangulated Approach to Market Sizing” — A New eBook from The Martec Group

Market Sizing & Opportunity Assessment

Our newly released eBook, “Actionable Research for Uncertain Times: A Triangulated Approach to Market Sizing,” provides a detailed overview of why leadership is embracing this methodology.

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Featured

Market Sizing Amid Shifting Dynamics

Market Sizing & Opportunity Assessment

As economies shift to respond to dynamic forces at play, so too do markets. Customer preferences change, arise or decline; competitors arrive, shift or disappear; and opportunities either emerge, shift form, or fall to the wayside. When external forces conspire to bring disruption, uncertainty and volatility, Market Size Analysis is among the antidotes that can bring calm, confidence and clarity.

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Featured

Case Study: Automotive Aftermarket Manufacturer Makes Difficult Decision with Confidence Using Price-Value Mapping

Customer Experience & Journey Mapping, Pricing Research, Automotive & Mobility

Price-Value Mapping analyzes the relationship between what customers value about your brand or product and the price they are willing to pay. In this case, a category-leading automotive aftermarket parts manufacturer was faced with a crossroads: Continue to support multiple sub-brands that competed in the same market and at similar price points, or make the difficult decision to discontinue one of the brands?

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Featured

Case Study: Using Benefit-Value Analysis to Ascertain “Premium” Stature

Automotive & Mobility

Benefit-Value Analysis 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.

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Featured

Proceed with Caution When Doing Market Size Analyses

Market Sizing & Opportunity Assessment

It’s not that we caution against including customer survey results in the overall mix of insights, per se. It’s that we urge against relying solely on customer surveys, which is a mistake we’ve seen some make over the years.

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24 Posts

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.

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Global Acoustic Insulation Market Growth

Building & Construction

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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.

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New Mobility Workforce: Converging Automotive Engineering, Chemical Engineering & UX

Customer Experience & Journey Mapping, Market Sizing & Opportunity Assessment, Automotive & Mobility

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What Is Driving the Growth of Private Label Brands?

Pricing Research

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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.

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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.

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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.

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Market Research Agility: How to Balance Speed and Depth

Market Sizing & Opportunity Assessment

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