EBook: Measuring and Optimizing the Customer Experience
Martec | Martec Market Research and Consulting News
by Emily Bielak
2d ago
How to Measure What the Customer Treasures — And Deliver it With Purpose We think of customer experience as the intersection between utility and emotion that occurs whenever a customer or potential customer interacts with a brand, a product or a service. 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. Download this eBook today to learn: Common CX definition ..read more
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Proceed with Caution When Doing Market Size Analyses
Martec | Martec Market Research and Consulting News
by Ken Donaven
1w ago
The Dangers of Relying on Survey Data Alone By Ken Donaven In a previous article, we explored the distinctions between “bottom-up” insights and “top-down” insights — in essence, surveying purchasers versus interviewing sellers, respectively. We have seen instances in which Market Size Analysis that relies only upon a survey of the market’s customers can yield faulty intelligence and, therefore, faulty guidance. While “bottom-up” insights — surveying purchasers of products to extract data — are often gathered to perform market size studies, there is a danger in relying solely on this type of in ..read more
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Market Sizing Using Top-Down Insights
Martec | Martec Market Research and Consulting News
by Ken Donaven
3w ago
How to Validate and Confirm Consumer-Reported Data to Determine Market Size By Ken Donaven In a previous article, we discussed the importance of “triangulation” when conducting market size studies. The three legs of the proverbial triangulation stool include: Published data and reports “Bottom-up” insights “Top-down” insights While “bottom-up” insights — surveying purchasers of products to extract data — are often used to perform market size studies, there is a danger in relying solely on this type of information-gathering alone. In absence of “top-down” insights — interviewing manufacturers ..read more
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Finding Opportunity When the Deal Pipeline is Light
Martec | Martec Market Research and Consulting News
by Jim Durkin
1M ago
Applying Commercial Due Diligence from Macro to Micro By Jim Durkin, Founding Partner The results are in for 2023 and, as most of us experienced, it was not the greatest show on Earth with respect to private equity deal flow. We saw a number of metrics trend downward, including: The number of due diligence “opportunities,” as measured by requests for commercial due diligence, was down more than 30 percent.   The number of deals that we participated in was down, just under 30 percent. The average deal size was also down slightly, perhaps due in part to large PE firms chasing smaller ..read more
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Protected: Market Sizing Amid Shifting Dynamics
Martec | Martec Market Research and Consulting News
by Ken Donaven
1M ago
This content is password protected. To view it please enter your password below: Password: The post Protected: Market Sizing Amid Shifting Dynamics appeared first on Martec ..read more
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Price Modeling: Applying Science When Data is Scarce
Martec | Martec Market Research and Consulting News
by Chuck Bean
2M ago
Two Chief Takeaways and Four Pro Tips for B2B Price Modeling By Chuck Bean 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. For many consumer brands — say, McDonald’s — pricing data can be observed and analyzed in real time, as sales data captures consumer behavior instantaneously and at enormous scale. But for B2B brands, or even consumer goods and services that don’t match the breadth and ubiquity of a McDonald ..read more
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The Martec Group Hires Beth Heiss as Business Development Executive
Martec | Martec Market Research and Consulting News
by The Martec Group
3M ago
After 16 years in higher education, Heiss returns to business development role. Royal Oak, Mich., December 18, 2023 — The Martec Group, a market research and consulting firm, has announced the addition of Beth Heiss as a new business development executive. After a 16-year tenure serving in higher education, Heiss returns to her career roots in business development, having served in several marketing and sales roles at Valassis (now Vericast) from 1998 to 2007. During her tenure at Valassis, Heiss worked with several large clients such as Pizza Hut, Maytag, Verizon, AARP, Edible Arrangements an ..read more
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Chipping Away at the Semiconductor Shortage
Martec | Martec Market Research and Consulting News
by John Lorinskas
5M ago
By John Lorinskas What We’re Hearing and Learning About the Reshoring of the Microchip Industry Martec President Rick Claar not too long ago wrote about the reshoring trend unfolding currently, exploring what companies can do to pursue such initiatives with confidence and purpose in order to eliminate risk and loss. His piece called to mind the much publicized semiconductor chip shortage that initially emerged during the time of the pandemic. With demand for microprocessor chips escalating, and both the supply chain and raw materials access tightening, global players were understandably concer ..read more
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Qual >> Quant >> Qual
Martec | Martec Market Research and Consulting News
by Ken Donaven and Chelsea May
5M ago
A Proven Formula for More Accurate and Actionable Insights in Quantitative Market Research By Ken Donaven and Chelsea May There are certainly situations and use cases in which either quantitative or qualitative research, as a stand-alone methodology, 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.   This strategy, which we’ll dub “Qual-Quant-Qual,” tends to yield deeper insights and richer context, resulting in intelli ..read more
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Measure What the Customer Treasures
Martec | Martec Market Research and Consulting News
by Emily Bielak
5M ago
Six Metrics Used to Measure and Optimize Customer Experience By Emily Bielak In prior articles, we examined some definitions of various aspects of Customer Experience (CX) research, as well as four methodologies used to measure and optimize the ideal experience for a target audience. Now 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 represent ..read more
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