Market Research

Branding

Differentiating yourself in a crowded and rapidly changing market is no easy task. Brand research provides insight into awareness and perceptions to help inform decisions and increase your likelihood of success.

Our brand development services help you create a brand or revise your brand, to better align with your customer needs and stand out from the competition. 

We adopt a data-driven and creative approach to brand development that: 

• Assesses the long-term vision for your brand compared with current perceptions to identify key areas to address. 

• Engaging your key stakeholders 

• Defines the intuitive and emotional needs, expectations, and behaviours of your target audience

• Objectively assesses your brand strength and weaknesses and its perception among customers and key stakeholder groups.  

• Identify the brand strengths and weaknesses compared with competitors 

• Establishes your brand’s values and unique personality in a way that resonates with your audience. In essence, we find what makes you different from other companies and use that to your advantage.

• Identifies metrics to monitor and track how your brand is preforming so we can continuously improve our processes and keep doing what’s working. 

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Creating a stellar brand isn’t something that happens by chance. Instead, it requires considered decisions and consistent execution based on a deep understanding of your audience.

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Branding

Differentiating yourself in a crowded and rapidly changing market is no easy task. Brand research provides insight into  help increase your likelihood of success.

Our brand development services help you create a brand or revise your brand, to better align with your customer needs and stand out from the competition. 

We adopt a data-driven and creative approach to brand development that: 

• Assesses the long-term vision for your brand compared with current perceptions to identify key areas to address. 

• Engaging your key stakeholders 

• Defines the intuitive and emotional needs, expectations, and behaviours of your target audience

• Objectively assesses your brand strength and weaknesses and its perception among customers and key stakeholder groups.  

• Identify the brand strengths and weaknesses compared with competitors 

• Establishes your brand’s values and unique personality in a way that resonates with your audience. In essence, we find what makes you different from other companies and use that to your advantage.

• Identifies metrics to monitor and track how your brand is preforming so we can continuously improve our processes and keep doing what’s working. 

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Creating a stellar brand isn’t something that happens by chance. Instead, it requires considered decisions and consistent execution based on a deep understanding of your audience.

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New Product Development & Concept Testing

Launching a new product or service can be risky, but we can provide the insights to help you succeed. 

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Our new product development market research services will help you enter the market prepared with all the facts and research that will get your company off the ground and headed in the right direction.

We use a combination of desk, qualitative and quantitative methods and can add value at every stage of the product development process. These services include: 

• Idea generation and brainstorming workshops 

• Market context, macros trends and customer preferences

• Customer demographics 

• Target customer segmentation

• Validating customer needs

• Identifying quick-win opportunities 

• Concept testing: reactions, likes, dislikes, appeal and purchase intent 

• Price sensitivity

• Name, packaging and marketing pre-testing 

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One approach that works very well for price sensitivity insight is the Van Westendorp method.

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With this approach, respondents are asked four open ended questions are invited to say at which point a product / service is: 

• Good value

• Getting expensive 

• Too expensive to buy 

• Too cheap to consider

Responses to these questions are then plotted to identify optimum product pricing and illustrate how perceptions change at different price points. 

Customer: behaviour, attitudes and satisfaction

In today’s rapidly changing market, customer needs are constantly shifting, and it’s the companies that can anticipate and adapt to their customers’ needs that rise to the top. High customer satisfaction can help build brand loyalty and encourage word-of-mouth marketing, which translates into sales and rapid growth. 

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Customer satisfaction is about more than conducting research.  It’s about building a culture from the top down in order to create a better experience for the customer.

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Done properly, customer satisfaction research can be a powerful tool for relationship building. However, if customers don't feel their feedback was acted on or the wrong research tool was used (e.g. asking a key customer to fill in an e-survey instead of calling them) the converse is often true.  

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Advantage has considerable experience in this field, including surveys for international brands as well as global NPS surveys. We can provide practical guidance on the research elements and the softer, but also important aspects such as feedback. 

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Our service includes identifying the key drivers of customer satisfaction and mapping these against current performance. From this, the improvement priorities can be clearly identified (high importance to customers and low satisfaction). 

B2B

Business to business (B2B) research is a different beast compared with consumer research and requires a more considered approach. In particular:

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• Finding and engaging with relevant people, especially when their time is precious

• Navigating internal gatekeepers to reach relevant people  

• Internal corporate policies preventing individuals from divulging information or receiving incentives to participate in the research 

• The need for the researcher to have subject knowledge to be effective.  

• The importance of respecting participants and their relationship to a client's organisation.  

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Due to these challenges, Advantage Market Intelligence has adopted an innovative and immersive approach to the process. We have a track record of quickly getting up to speed with an industry from prior experience and our own research.  We ensure that our team fully understands the nuances of our client’s business, the market they’re entering, and their customer base prior to commencing. 

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Our team is comprised of researchers with years of experience in various business fields. We work with experienced recruitment companies that specialize in finding the senior decision makers and who share the importance of treating contacts as if they were our own top customer.  

We are always mindful of how the research will be perceived and wherever possible, fit the methodology to the individual and their importance to the client's organisation. For example, conducting 1-1 interviews with key customers rather than sending a less personal e-survey. 

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