Introduction

Market research (MR) is a systematic collection, analysis, and reporting of data about the market and its preferences, opinions, trends, and plans. Market research is useful in corporate decision making.

Market research covers both tactical and strategic issues that can help your organisation. A successful MR project will help achieve the following for your company:

• Understand a market's size and structure
  
  
• Profile customers and explore their motivations. Our analysis of customer data can establish more facts about your audiences to enable better targeting
  
  
• Understanding what is important to your target groups through discussions or surveys. This means you can concentrate your efforts for maximum impact
  
  
• Define perceptions of the company and its brand values.
  
  
• Using qualitative and quantitative research we can help you understand how your company or brand is seen by your target audiences in comparison with competitors
  
  
• Advise marketing and naming issues for the new product
  
  
• Establish staff motivations and satisfaction. External handling of such projects adds objectivity and staff are more willing to open up
  
  
• Examine communication strategies and the tone and content of messages
  
  
• Test reactions to your marketing material design or planned advertising campaign in focus groups or let us explore views of your website by observing and interviewing users
  
  
• Benchmark performance against competitors; By interrogating published statistics we can give an insight into comparative company trends to inform planning
  
  
• Examine customer satisfaction across a range of goods and services