ALIGNING CONTENT WITH THE BUYER JOURNEY
The objectives Content is king, but creating content that effectively guides prospects through the buyer journey requires a deep understanding of their needs at every stage. Creating content that resonates with prospective buyers at every stage of their journey is essential for driving conversions and brand loyalty. However, even the most experienced content marketers can […]
UNLOCKING THE HIDDEN WHYS
The objectives In an increasingly competitive market, understanding not just the functional needs but also the emotional and social drivers of business-to-business (B2B) buyers has become a game-changer for marketers. Illuminas, a leader in qualitative research methodologies, recently conducted a groundbreaking global study that harnessed the power of the Jobs To Be Done (JTBD) framework […]
PERSONA DEVELOPMENT RESEARCH
The objectives A multinational infrastructure software provider had been generating content for its go-to-market campaigns for the general market, and the company was interested in customizing this content for specific types of decision-making personas. It had been awhile since the company engaged in any type of persona research and as a result, the personas they […]
VOICE OF THE PARTNER RESEARCH
The objectives A Fortune 100 hardware and software provider was highly invested in the success of its partners and had an initiative to drive its partner satisfaction score to 4.5. The company had many touchpoints with their partner audience and different methods for capturing the partner perspective, but without a consistent and holistic approach, they […]
PORTFOLIO OPTIMIZATION RESEARCH
The objectives An e-Learning provider launched its first online degree program, which included fourteen degrees in partnership with top universities around the globe. After years of success, the provider was interested in conducting quantitative research in North America, Western Europe, Latin America and India to assess what additional degree programs it should add to its […]
THOUGHT LEADERSHIP RESEARCH
The objectives Google was looking for strategic insights that could be used to update their sales messaging, shape their approach to industry engagement, and that would position them as a thought leader in the TV industry. They needed to gain a deeper understanding into the current industry challenges faced by C-level decision makers at broadcasters, […]
PRICING STRATEGY AND OPTIMIZATION RESEARCH
Research Background & Objectives A marketing technology (MarTech) company conducted a pricing and packaging diagnostic to better understand discounting levels for its products and buying behaviors of their customer base. Primary findings from the diagnostic were that extreme discounting was occurring for its core product and customers were not buying into the company’s product packages […]
SUB-BRAND EQUITY RESEARCH
The objectives A multinational infrastructure software company needed strategic insights to help determine their corporate branding strategy for newly acquired companies. They had recently acquired multiple companies in the span of 12 months, and they needed to decide if it would be advantageous for the parent brand name to be affixed to each individual company. […]
MAXIMIZING SHARE OF MIND – MaxShare™ & MaxMindset™
The objectives A leading regional telecommunications company offering voice, video, and internet service wanted to grow its market share for their broadband internet offering in its footprint. To this end, they needed to better understand the drivers of brand choice, and ultimately, how to overcome inertia and persuade non-customers to switch providers. A key consideration […]
CUSTOMER SEGMENTATION RESEARCH
The objectives An online service that provides subscription-based family history research to consumers was interested in profiling its core subscriber base and prospective customers in the U.S., Australia, Canada, and the U.K. The purpose was to develop a tailored marketing strategy and support product development activities. A common issue faced by companies is that they […]