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Market Survey Types
Directed at identifying who the customers are, who they are not, and why they are or are not your customers. This is often a descriptive market segmentation and market share analysis.
Customer Intention–Purchase Analysis
Customer motivation to move from interest in the product to actual purchase. Key to understanding customer conversion, commitment, and loyalty.
New Product Concept Analysis
Concept test studies are appropriate in the initial screening of new product concepts. Likes and dislikes about the concept and evaluation of acceptability and likelihood of purchase are especially useful measures.
Habits and Uses
Understanding usage situations, including how, when and where the product is used. May include a real or virtual pantry audit.
Product Positioning (Competitive Market Position)
Product positioning analyses are for comparisons of a product or brand relative to the competition. These comparisons or “competitive positioning” analyses often compare the attributes and benefits that make up the product. The analysis associated with this type of study is often a multidimensional preference analysis (Multidimensional Scaling).
Product positioning analyses are sometimes termed “Best Practices” studies and focus on the question of “How does the market view us relative to the competition?”
Brand Equity Analysis
What is psychological value that a brand holds in the marketplace? A composite of brand awareness, brand quality, brand associations and brand loyalty measures.
Price Setting Surveys and Elasticity of Demand Analysis
Estimates of demand elasticity, optimal price points, and prices too low or too high. Estimates for different product-service segments or usage situations.