Marketing Research: Seeing Through Their Eyes

Well-planned and executed marketing research leads to actionable, effective strategies and programs by providing rich insights to help you understand how target audiences see your company, brand, category, product, service or idea (or those of your competitors!). Through both qualitative and quantitative marketing research methodologies, we can help you uncover problems and opportunities, identify market characteristics, and measure market potential. We can help with advertising/communications concept development and evaluation, new product development, positioning and branding research, customer/employee/member satisfaction studies and more, to deliver valuable feedback grounded in solid research.

Keeping Research on Track

Strategic Initiatives ensures that research projects are productive and focused, and that research objectives are achieved. We are experienced professionals who work closely with clients to ensure their projects are expertly managed, and that they run smoothly from beginning to end. We are pleased to advise clients on the most effective research methodology, timing, and costs for their particular situation.

Advertising and Communications Research

  • Concept Testing
  • Pre-testing/Copy Testing
  • Advertising/Communications Evaluation – to determine how effectively the communication gets attention, communicates the message, builds the brand’s image, and motivates consumers to purchase

Tracking Studies

  • Periodic or continuous tracking to monitor brand performance, including brand awareness, brand preference, product usage and attitudes

Positioning and Branding Research

  • How does the target market see the brand relative to competitors?
  • What does the brand stand for?
  • How favourably do customers view the brand?
  • What do consumers associate with the brand?
  • What are the key attributes that describe the brand promise?
  • What do consumers feel about the names of the products?

New Product Research

  • Product Concept Testing
  • Decision Process Research – to determine what motivates people to buy and what decision-making process they use
  • Segmentation Research – to determine the demographic, psychographic, and behavioural characteristics of potential buyers

Customer, Employee and Member Satisfaction Research

  • Quantitative, qualitative, or multi-modal studies to assist in understanding customers’ perceptions of value, customers’/employees’/members’ levels of satisfaction and loyalty, and how well the firm has delivered against expectations

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