The Kinds of Research
All of our research begins with qualitative research in which one-on-one interviews are conducted by our Resultant team of experts. This research is not the end all to research but the starting point to more meaningful explorations with projectable samples.
We are looking for the issues that drive purchasing decisions, the layers you find underneath most brand and marketing research. We are looking for the switching triggers and the market forces that affect those decisions and behaviors. The results from our research, which digs into the core beliefs or precepts of target audiences, are then tested in projectable, quantitative research.
Resultant can also look at your market in other ways that go beyond typical marketing studies to gain further insight into your customers and, more importantly, into the customers of your competition.Ethnographic studies:
A descriptive study of societies, measuring the social influences that shape behavior. These can be examined by direct, first-hand observation of daily behavior as well as with in-depth interviews. We have used this technique in a handful of consumer studies.Elasticity Studies:
Determines the economic viability of a product or service and measures the demand so costs can be determined.Conjoint analysis:
A statistical technique that determines how target audiences value features of a product or service. It allows respondents to assign attributes most influential in selecting specific products.
The most important part of brand research, however, is that it results in projectable data. This is not marketing research, which measures the effectiveness of individual campaigns. This is research into how your company is perceived, what drives behavior and preference, and how you can claim a spot in the minds of target audiences to steal market share.
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