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Research Categories

Behaviour

Behavioural Science

Behavioural Science is the application of latest thinking on cultural psychology and neuroscience – the science of understanding how your customers react to your brand or service from the point of very first sight through to a deep insight into how your brand fulfils the customers’ different needs.

  • Will the customer see your brand offer from a distance – will it get noticed or just ignored in a crowded noisy market?
  • Will the brand/message survive the subconscious emotive reaction and be invited in for closer scrutiny/evaluation?
  • Will the brand offer fulfil the inner needs of the customer?
Branding

Branding

Your brand is the sum total or everything that the market thinks or knows about your offer, it is also what the market feels about your offer at an emotive level.

  • Who then, is in control of your brand, who owns it – you or your customer?
  • Simply put, its both of you – but how, in what way!
  • How much of the brand is about the important physical qualities and how much about the equally important but strangely elusive  intangible qualities.
  • Attributes and qualities that are tangible are easily measured and described, but intangibles such as feelings, character and experience are more persuasive.

The Research Engine brand measurement tools enable the marketeer to understand these complex dimensions, the tools range from simple descriptive metrics to the application of Jungian theory.

Communication

Communication

Today, the marketeer has more and better evidence than ever before to make informed decisions about what communications works – and HOW it works. The old world of subjective intuition-based marketing is disappearing fast. Now you can sign-off communication budgets with the confidence that you have data to demonstrate return on investment.

Tools are designed to measure effectiveness of content and channel:

  • Static media types (adverts brochures and infographics) and video, websites, digital flipbooks.
  • From early concept development to final layout design.
  • Channel optimisation.
Customer

Customer Experience

The total sum of the interactions a customer has with the products/brands and with the company over time. By implication it is a dynamic experience with defined end result.

  • Understanding the journey steps the customer makes to the brand.
  • Measure expectations vs delivery.
  • Understand how this can be managed to increase satisfaction.

Correctly done the process is combination of workshop facilitation with customers and the company, coupled with market research to track key experience metrics over time.

Innovation

Innovation

Tools to discover, refine and commercialise new opportunities and ideas.
Innovation (the new ideas) comes in two flavours and depending on the sector you may experience both or either:

  • Adaptive or evolutionary innovations (incremental advances).
  • Real game changing (revolutionary) innovations.

Ideation, the formation of ideas can be a highly managed facilitation process that is designed make the space and opportunity and potential for people to be creative. Its people that have ideas and sometimes its not the ones you were expecting that see it so differently and clearly!
The innovation process is often designed as a customised response to a specific objective. It is enhanced at all stages by research among target customers – to identify ‘gaps’ at the start – to screen initial ideas – to refine chosen pathways at the end of the process.

Pricing

Pricing Research

When a customer buys a product there is an exchange of value – on one side the customer gets the product (check out Branding) in exchange for money. This should leave both parties satisfied – or not! Here is the problem:

  • Most markets in the developed world are characterised by choice.
  • The customer invariably has several options on their radar and dismisses all but one and is probably satisfied – until something changes.
  • In the market environment your brand price is subject to many influences: look alike products, shifting competitor prices, generics, new substitutes, loss of patents, increased costs, legislation changes – the list goes on.
  • This is happening all the time and the alert marketer will be looking at all price levers available to them.

Research Engine offers a range of tried and tested pricing tools and also some innovative pricing tools to help the marketer answer key question about managing share, manipulating price sensitivity, margin optimisation, maximising volume, promotions etc.

Segmentation

Segmentation

Your customers are not all the same – they buy your product for different and sometimes quite unexpected reasons – find out why.
We offer an end-to-end process:

  • From identifying the best base for the segmentation.
  • Researching and identifying initial outline of the segments.
  • Further research to get to know the segments (and what makes the people tick in each segment).
  • Prioritising segments for action.
  • Identifying strategy & tactics per target segment and finally the change-process needed to put it all into action.

Or check out our Values Model which is a universal plugin for market research surveys that segments markets based on fundamental Maslow principals.

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