Our Research Tools
The Martec Group's expertise is in our ability to collect primary data from a wide variety of respondents and interpret the results. Our research tools and methodology vary depending on project objectives and the target audience, which ranges from CEOs of major corporations to local building contractors.
A number of approaches, both qualitative and quantitative, may be utilized to collect respondent information and analyze the results. Our experience has taught us to be flexible when dealing with difficult-to-reach audiences like C-suite business executives and opinion-formers.
Qualitative Approach
- One-on-one, in-depth interviews
- Dyads, triads, mini groups, focus groups
- WATI (web-assisted telephone interviewing)
- DMU groups (group interview with the decision-making unit within a business unit of a single customer)
- Product testing clinics
Quantitative Approach
- Telephone interviews
- One-on-one interviews
- On-line surveys
- On-site (conference, trade show, etc.) intercepts
- Phone-fax-phone and phone-email-phone interviews
- WATI (web-assisted telephone interviewing)
To support the data collected from primary sources, Martec has the ability to search thousands of business, technical and scientific databases for previously published data that supports primary research activities.
The following is a sampling of specific research methodologies offered by The Martec Group. Examples of several of these methodologies can be made available upon request.
Customer Analysis
- Attribute Importance Analysis Map
- Competitive Positioning Analysis
- Customer Value Analysis
- Customer Needs Assessment
- Customer Loyalty Analysis
- Conjoint/Trade-off Analysis
- Win-Loss Analysis
- Price Elasticity Analysis
- Brand Awareness
Market Opportunity Assessment
- Market Size & Segmentation Analysis
- Market Opportunity Analysis
- M&A Analysis
- Value Chain Analysis