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Marketing Research and Business Intelligence
Marketing Research and Business Intelligence are vital business processes that help businesses better understand its consumers, customers, competition and industry.
At Marketing Excellence we don't capture data, we capture information. We capture useful information to identify and define business opportunities and problems; generate, refine, and evaluate business actions; monitor business performance; and improve understanding of business processes.
Marketing Research should be incorporated in strategic and tactical business decision making and evaluation process. It not only helps you avoid costly subjective decisions; it helps you make better objective decisions.
Our Research Process
Research Objectives:
- Market (prospects, customers, users)
- buying behavior: uncovering implied and explicit needs and demands of your prospects and current customers
- segmentation: separating your potential market into groups based on similar characteristic
- Industry opportunities, threats and trends: identifying areas to capture new markets, grow market share and or protect current market share and customer base
- Competitive strengths and weaknesses of your direct and indirect competitors as well as your own to drive your competitive advantages
- Tactical
- Monitor implementation of programs
- Evaluate performance of programs and the response by the market and competitors
Secondary Research
With access to over 5,000 databases containing industry, corporate and consumer data, Marketing Excellence is able to obtain qualitative and quantitative data for the most complex of research requirements.
Primary Research (methodology and tools used)
- Focus groups |
- Ethnography / User observations
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- In-depth Interviews
(in-person, phone) |
- Surveys
(mail, in-person, internet, phone) |
Analysis:
- Conjoint
- Descriptive (averages, frequency, percentage)
- Inferential / Differential / Associative/ Hypothesis testing
- Predictive
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