SERVICES

SIGHTING THE HORIZON
 

Concept Development research gathers input on new development ideas prior to committing additional resources or ultimately launching a new product or marketing campaign in the marketplace.  Results of concept development projects can serve as input to the design process or validation of development output. These can include new products or services, marketing messages, advertisements, product demonstrations, or packaging.

  • Brand assessment with buyers to
    understand perceptions of top brands in market

  • Needs assessment with customers to understand business problems that could be addressed through new products and services

  • Concept evaluation with targeted group of customers

  • All approaches can be used for new product concepts, marketing messages, and marketing creative

  • Brand assessment with buyers to
    understand perceptions of top brands in market

  • Needs assessment with customers to understand business problems that could be addressed through new products and services

  • Concept evaluation with targeted group of customers

  • All approaches can be used for new product concepts, marketing messages, and marketing creative

APPROACHES
APPROACHES
  • High-level requirements for new products/services

  • Feedback on new product concepts

  • Refined marketing messages for product launch

  • Refined marketing creative assets for marketing program launch

  • Potential group of beta testers/early adopters

OUTCOMES
MAPPING THE LANDSCAPE
 

A Market Assessment is necessary to define the framework of a market for understanding its size in terms of total available revenue, factors affecting its growth, and its competitors in terms of strenghts and weaknesses. There are several approaches to market mapping, from conducting a basic landscape of competitors and products, to advanced modeling of spending and growth. Results of market mapping can serve to better define a market for new players or set sales targets and competitive strategy.

 
  • Basic: Market Landscape of competitors with key attributes, product offerings, strengths and weaknesses, supplemented with aggregation of supply side estimates of revenue and growth.

  • Intermediate: Model of publicly available market data that correlates to product sales, based on assumptions for market characteristics and proposed pricing. 

  • Advanced: Demand side survey of market to understand purchase criteria, likelihood to purchase, and competitor preferences. Market and segment sizes, along with market shares, can be projected from survey data. 

APPROACHES
APPROACHES
  • Clear market definition

  • Basis for competitive positioning and strategies

  • Setting overall revenue and growth targets

  • Setting sales opportunity targets by segment

OUTCOMES
  • Clear market definition

  • Basis for competitive positioning and strategies

  • Setting overall revenue and growth targets

  • Setting sales opportunity targets by segment

  • Estimating market slices: Total Available Market, Addressable Market, Segmented Market, Estimated Market Share

OUTCOMES
  • Thorough understanding of how customers buy and use products and services, which can benefit all areas of company

  • Specific feedback on all customer touchpoints during purchase cycle, which can lead to improvements in sales, marketing, and services

  • Deeper relationships with key customers

OUTCOMES
  • Win/loss interviews: useful for lengthy purchase cycles to understand all aspects of purchase cycle versus the competition

  • Journey mapping: documenting the entire purchase and usage cycle of a product or service

  • Transactional surveys: short surveys capturing immediate feedback at point of interaction

  • Advisory boards/forums: ongoing groups of strategic customers providing input into product development and marketing messages

INSIDE THE MASK

 

Voice of the Customer research covers a wide spectrum of programs with a common objective to thoroughly understand the customer’s experience throughout the life cycle of purchase to usage. This understanding can be applied to increase new sales opportunities, enhance customer service, and improve long-term loyalty.

APPROACHES
 
STEERING THE SHIP

 

Project management is critical yet often overlooked in market research projects. Objectives impact design and proper questions, design ensures proper screening or sampling, and question structures impact reporting requirements. Beyond independent projects, I can successfully manage projects involving multiple vendors, including vendor selection, bid management/review, and research design and execution, This will ensure your business objectives are met in a most cost-effective manner.

 
  • Vendor selection: selecting and screening vendors when specific expertise or services are needed for project phases

  • Vendor management: establishing project plans with vendors and keeping them on plan

  • Advisory services: ad-hoc or retainer services for any phase of research projects

APPROACHES
  • Proper, cost effective methodology to achieve business objectives

  • Working with best vendors for the methodology requirements

  • Efficient, streamlined research instruments

  • Projects completed on time and within budget

OUTCOMES
Jonathan Whaling
Jonathan@WhalingInsights.com
(919) 271-9827
 
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