THE BASICS
Primary marketing research techniques can take many forms. Research techniques usually are QUANTITATIVE or QUALITATIVE in nature.
Quantitative analyses use precise sampling and research design methods to gather data -- such as consumers' attitudes, opinions and behaviors. Based on a sample of respondents -- such as customers of a given product or service -- the data is seen as representing the whole of customers.
Qualitative methods are often used as a preliminary step to quantitative research, as a way to explore "real" consumers' opinions and attitudes, or as a means of obtaining feedback for market planning.
PREDICTIVE MODELING
Many companies offer tools that promise outcomes based on statistics that may or may not make sense to the marketer.
Whether it is the identification of attributes driving consumer behavior or complex trade-off analyses, ABR makes the prediction of key market factors actionable and presents the information in an easy to understand format.
PERCEPTION & IMAGE
What's your image?
How do your customers view your competition?
Are you missing opportunities that would enhance your relationship with your customers?
ABR uses state of the art mapping techniques to identify image, client/competitor profiles and position of products/services in the marketplace.
SEGMENTATION
ABR has extensive experience in the development of customized segmentation systems, with applications ranging from identifying and targeting consumer markets to the enhancement of relational databases.
The proprietary Spending Style Segmentation system (Tri-S) allows the marketer to identify key groups of consumers -- based on how they make purchase decisions and how they respond to advertising themes and messages. As an addition to a relational database, Tri-S can enhance the effectiveness of direct mail or advertising campaigns.
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THE BASICS | PREDICTIVE MODELING | PERCEPTION AND IMAGE | SEGMENTATION
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