Market Insights

Where Are You on The Journey from Info to Insights?

Is your business getting the most out of its insights? Here are some ways to assess where you are on the journey from static market research to a dynamic “insights engine” valued by decision-makers within marketing and beyond.

Mission

Does your market research program aim to just inform or does it inspire ideas and action?

Priority

Are marketing decisions data-led?

Scope

What proportion of your research is designed to reduce risk of tactical decisions vs. generate fresh ideas and insights about business opportunities?

Data Sources

Does your company integrate multiple data streams or focus on just primary and secondary research?

Sharing

How and how often are insights shared in the organization? Who sees the presentations?

Access

Is your market research locked away in hard copies or on hard drives, or is it available to employees on demand? Who has direct access?

Our expertise includes tried-and-true methodologies for tracking, laddering interviews and online focus groups. We also like to create new methodologies using innovative data gathering technologies that make talking to consumers in real time, where they live and shop, easier and more natural.

 Our go-to research platforms include Opinion-Chat for in-depth-interviews, Qualtrics for quantitative surveys, and the leading sample provider, ResearchNow, for both B2B and consumer survey samples. We do 100% of the design, analysis and reporting in house, as well as our own recruiting for qualitative research. Brand Amplitude has special expertise in the following types of studies:

Exploratory Qualitative Research

One of the biggest challenges of qualitative research is recruiting the right respondents, cost effectively. We use online surveys to screen respondents for follow-up studies that explore the “why's” behind  their answers, including online focus groups and  “pop-up” communities of 40-50 members.

Customer Profiling, Need States and Segmentation

Customer segmentation is overused and under-utilized. Segmentation should be actionable, based on the behavior and attitudes of the brand’s current best customers and most likely prospects. Identifying need states and occasions provides context for customer decision-making and purchase triggers.

Custom Market Trends Identification

Keeping up with changing consumer tastes and culture is critical to maintaining relevance. We have conducted custom analyses for clients on topics as diverse as food prep, eating out, shopping and fashion, private label, ‘center of the plate’ proteins, convenience foods, technology and more.

Netnography and Meta-Analyses

Consumers are sharing their lives on blogs, Facebook, Twitter, Pinterest, and these platforms provide natural observatories for spotting customer behavior, unmet needs, cultural connection points and brand themes. Combining social media sources with existing research can yield powerful insights.

Concept and Packaging Message Tests

Quantitative and qualitative feedback is essential to refining ideas for products, packaging, positioning and messaging and avoiding costly mistakes. Our tools include methods for evaluating a range of stimuli, from video and web sites to written statements.

Brand Measurement and Tracking

Brand awareness and perceptions relative to competition are the foundation for building a robust brand strategy and for evaluating progress over time. Our methods are fast and efficient, and often generate fresh insights as well as dashboard KPI’s.

Learn about our approach to maximizing the value of brand measurement pdfBrand Measurement1.02 MB

"Insights are no longer just for market researchers, it’s the job of everyone in the organization. Employees are also consumers, they should be understanding people as part of their jobs."

Getting Started

Changing the mindset around market research takes a concerted effort that can yield tangible benefits.

  • Conduct a market research audit – What insights are critical to moving the business forward. Which research contributes most to insights? Where are the gaps?
  • Foster a passion for insights – Encourage every every part of the organization to recognize the importance of insights and contribute to generating them.
  • Transform market research to an “insights engine”– Require each research program has a plan to ensure findings have impact.
  • Build an insights repository – Insights have a shelf life - what can you do to ensure that the most promising insights are accessible and understood?