Challenge
Even if companies own their clients’ data, it is also key for them, at least occasionally, to have market data available. Collecting it is a complex process because it requires to set up a statistically robust methodology (choice of panel, unbiased formulation of questions, time of collection, etc.) and which answers the company's business questions.
The Key Questions
1 —
How is the brand performing? In absolute and relative terms (vs. competitors and over time)?
2 —
What are the behaviors, expectations, and pain points of the market, not just my clients?
3 —
What are the nuances within the market? Which sub-groups?
Approach
1 —
Definition of the objectives of the study
2 —
Questionnaire design and administration
3 —
Analysis of results and recommendations
4 —
Renewal of the study to monitor results evolution
Results
1 —
Complete Brand Performance Monograph
2 —
Identification of areas for optimization (marketing mix, brand positioning, growth opportunities, etc.)
3 —
Measurement point in the context of performance management
