Ken Donaven

Willingness to Pay: Understanding Customer Intent to Maximize Profitability

By combining traditional product-level assessments with advanced conjoint simulations and cumulative-effect modeling, organizations can precisely align pricing with customer value perception, maximizing revenue potential while maintaining market competitiveness.

Understanding Customer Price Sensitivity to Validate or Inform Pricing Strategy

Pricing Research

Price Sensitivity research explores how customer demand or willingness to purchase shifts in response to changes in price. For most organizations, understanding price sensitivity is less about formulas and more about generating practical, data-driven insights. These insights help determine acceptable price ranges, evaluate the impact of proposed changes, and guide feature-specific or competitive pricing strategies.

Data Integrity Starts at the Door

As a panel provider and a research consultancy who have collaborated on numerous projects, we’ve seen firsthand what it takes to stop fraud at the source, which is how the most effective firms are doing it.  As is often the case, perhaps the best way to avoid data fraud is to prevent it from happening in the first place. As the saying goes, An ounce of prevention is worth a pound of cure.

Unlocking the Power of Lifetime Value Analysis to Drive Profitability

Pricing Research

Lifetime Value Analysis is a powerful tool that elevates your revenue projections and planning processes by quantifying the long-term value of your customers.

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.

Apostle Analysis: How to Identify and Augment Your Brand’s Most Loyal Fans

Apostle Analysis is a model that categorizes customers based on their likelihood to repurchase and their overall satisfaction with a brand. By using a structured framework, businesses can pinpoint their most valuable customers and identify at-risk segments.

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. 

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.

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. 

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.

Market Sizing is Not a One-Time Event

Market Sizing & Opportunity Assessment

It’s not just a matter of the size of the market, but rather why, and how we should respond, position and innovate to improve market standing, future outcomes, and overall profitability.

The Use of AI in Quantitative Research: What to Adopt, What to Avoid

The integration of artificial intelligence into market research processes has been embraced by some as a game-changer, promising to streamline data collection, enhance analysis, and drive informed decision-making. However, as with any technological advancement, the advent of AI brings both opportunities and challenges, prompting researchers to navigate the terrain with caution and curiosity alike.

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.

Market Sizing Using Top-Down Insights

Market Sizing & Opportunity Assessment

Without top-down analytics as part of the market research equation, one runs the risk of placing faith in two sources of data that have proven at times to be unreliable and substandard pictures of reality.

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.

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.  

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"...

Understanding Customer Purchase Drivers

Competitive Intelligence, Customer Experience & Journey Mapping, Voice of Customer, Food & Beverage

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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.

Exploring Conjoint Analysis Methods

Innovation Research, Voice of Customer

Conjoint analysis is a powerful tool and can be used to quantify a number of metrics, including product/feature value; trade-offs customers are willing to make; and, in some cases, price elasticity for a product, feature or brand. Adaptive choice-based conjoint

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.

CX in a B2B World

Customer Experience & Journey Mapping, Consumer & B2B2C

A Brief Primer for Adaptive Choice-Based Conjoint

Competitive Intelligence, Innovation Research, Pricing Research

How Consumers Can Help Address the US Food Waste Problem

Food & Beverage

Go Out or Cook at Home?

How Consumer Emotions are Shaping the Future of the Food and Beverage Industry

Food & Beverage

Who Should Be Responsible for GMO Consumer Education?

ACBC – No, Not the Band…the Trade-Off Analysis

Innovation Research, Pricing Research