Market Insight is a full service provider of both Qualitative and Quantitative research studies.  QUALITATIVE research provides in-depth exploration and understanding into the behaviours and motivations of the customer and the associations and meanings the customer gives to products and brands.  This is accomplished through Focus Groups and In-depth interviews.  QUANTITATIVE research uses structured questionnaires to collect statistically large samples of data from the population. This is accomplished through Intercepts, Household surveys and Business surveys either face-to-face or via telephone.

Our Qualitative and Quantitative services are detailed below:

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Market Analysis:

Understanding the market is where it starts: our Market Analysis answers the foundational questions:  What do people want or need and why do they have those needs?  What do they do and why do they do it?   This will allow you to discover the underlying attitudes that influence behaviour.  Within that discovery lies the opportunities for gap identification and analysis, market segmentation, product innovation, sales, brand building and profitability.

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Market Segmentation:

The marketing concept calls for understanding customers and profitably satisfying their needs better than the competition.  But not all customers have identical needs and it is rarely possible to satisfy all customers by treating them alike.

The purpose for segmenting a market is to identify and classify subgroups of the market so as to better tailor products/services, pricing and communications to match customer needs, thereby insuring the highest return for your marketing expenditures.

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Customer Satisfaction and Loyalty Studies:

Our Customer Loyalty Studies allow you to:

• Understand customer needs and expectations and the extent to which current products/services fulfill them.
• Set standards to meet customer needs and expectations
• Identify and eliminate customer dissatisfaction stemming from unfulfilled needs and expectations
• Proactively communicate with customers on a regular basis and track satisfaction
• Undertake a competitive assessment
• Ultimately create customer loyalty to your brand

 

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Branding and Communication:

We understand that the success of your brand depends on making accurate decisions during the product life cycle, from the earliest stages of innovation through the maturing of your brand.

Understanding branding means knowing how consumers attitudes, feelings and beliefs about a brand impact their behavior.  As a brand owner, you need to know how consumers view your brand today and how they will view it in the future .

Successful brands are both dynamic and differentiated, i.e. they evolve to effectively and profitably meet the changing needs of consumers while at the same time clearly demonstrating points of differentiation that are meaningful to consumers.  Successful brands also connect with consumers not only functionally but also emotionally and aspirationally.

We therefore provide you with the means to measure the health of your brand(s) and develop optimal positioning and communication.

Advertising and Promotion:

Advertising can be tested at any stage in their development or execution:

Ad Pre-testing - testing an ad before it is actually run to determine whether it is likely to be effective and how it can be made more effective.  Is the message clear?  Is it attention-grabbing, relevant, believable, impactful and worth remembering?

Ad Post-testing - tracking an ad campaign to measure its actual effectiveness and diagnose possible areas for improvement.  It involves evaluating the effectiveness of the copy as well as the appropriateness of the media.

Employee and Customer Relationship Management:

Employees play a role in delivering a company's brand promise.  Hence, to be successful in this very competitive and global environment, it is necessary for a company to align its employees with customer needs and expectations in a way that differentiates it from the competition .

Employee relationship management therefore contributes to delivering customer value and the brand promise and hence makes a positive contribution to profitability.

Mystery Customer Research:

Mystery Customer Research (MCR) can contribute significantly to achieving company objectives because customer service is critical to the success of many businesses in our very competitive global market.  MCR provides you with an objective measure of customer experience at any point in time and this can be on a short, medium or long term basis.  By providing real information, it allows you to monitor and make improvements to customer service levels.

MCR highlights your strengths and weaknesses of customer service with regard to staff knowledge and understanding, helpfulness, friendliness and professionalism; layout and ambience; promotional activities; competitive service levels and the list goes on. MCR can also be used to motivate and reward staff so as to encourage and develop the highest levels of customer service.

Business & Marketing Plans:

We develop strategic business and marketing plans that are necessary to essentially understand the current and future business and market environment in which your company operates and how your business will profitably address the competitive marketplace.