Marketing research is only as good as the integrity of the process and its practical usability for marketers. Our research adheres to the highest principles of responsible data collection, and we work with you and your clients to ensure you understand how to benefit from its insights. No dusty binders here!
Planning
We start by discussing the appropriate research based on your needs and budget. Whether B2B, B2C, regardless of category, our segmentation research is built for you, and only for you.
Respondent Sourcing
If your client has a list of customers or prospects with opt-in email addresses, we can use those contacts for the study. We can also identify a group of panel participants meeting your specifications, and your client can source respondents through their website, physical locations or online communities. In order to achieve statistically significant results, we target 400 completed survey responses — the more, the merrier (and we don’t charge by response, so your cost is the same whether you have 400 responses or 4,000).
Survey Development
Each survey is customized for the client. We will explore a range of topics are explored including custom attitudinal factors, influencers, features and benefits and messages, customer satisfaction and custom topics of interest to you. You and your client participate in strategizing a study that makes the most sense for your client’s goals. Once approved, the survey is built online, incorporating an incentive that will be compelling to your target respondents.
Respondent Invitations
If we’re sourcing respondents from your client’s list, you’ll develop an email invitation providing a link to the online survey (we’ll provide suggested copy elements). If we’re using pay-per-click ads to reach respondents, you’ll develop the ads. If we’re using a panel provider, we handle everything on our end.
Segmentation Analysis
Once the desired number of responses have been gathered, we begin analysis of the data. Segments will be determined through multivariate analysis, and other respondent characteristics (i.e. demographics, preferred messaging, etc.) will be profiled against the attitudinal segments.
Agency and Client Workshops
Once we have the data crunched, it’s time to share it with you! In an interactive workshop (typically via on-screen conference) we’ll review the research results, help you understand the attitudes defining the segments, and walk through your Interactive Segmentation Workbook with all of the customizable charts you’ll need to help your team and your client use the data for better marketing.
Client Presentation and Tools
Projects include a handy Segment Reference Sheet to make referencing and sharing your segment differentiators easy. You will also receive a PDF of all charts, and can access a Tableau Interactive Visualization of the results if you’d like.
