|
Segmentation Studies
Mass marketing of products is essentially a thing
of the past. Today, niche marketing is the norm. Products are targeted
to specific groups of consumers that share a certain set of parameters:
beliefs, lifestyles, attitudes, demographic make-up, product/service
usage. Through performing segmentation studies that utilize methods
like cluster and factor analysis, PMR Research is able to identify
the specific groups that offer the most overall potential to you.
Developing profiles of these clusters of consumers then helps you
and your marketing firm formulate marketing strategies. This, in
turn, helps you strengthen your brand's identity or your company's
customer base.
Concept & Product Tests
What's unique about your product or service? What differentiates
it from the competition? Discovering what your product has going
for it in the marketplace and communicating that difference to the
customer is the secret to a successful product or service. Even
a terrific new product can disappear quickly from the marketplace
when it is improperly positioned. PMR Research performs tests that
help you evaluate potential new products or services as to their
viability and the marketing approach that should be used for their
launch. Areas where products fail to meet expectations can be identified
and corrected before countless dollars have been spent. Also, marketshare
can be estimated based on your product's trial and repeat purchase
potential.
Advertising Effectiveness Analysis
Tracking the effectiveness of advertising and promotional campaigns
is another popular service of PMR Research. We thoroughly review
consumer recognition and comprehension of advertising, the strength
of advertising wear-out, and the effect the campaign has on the
company's image in terms of brand equity measures, such as consumer
awareness and saliency, brand momentum, product differentiation
and acceptance. The combined results of these studies will illustrate
to you how memorable the campaign was to your customer as well as
if it positively impacted their behavior and attitude.
|
