Research and Strategy Services

Glasser Research offers the business and marketing experience, and the research capabilities to enable you to assess the fit between your product or service and the needs of the potential buyers whom you target.  We provide research and strategy services designed with a user’s insight for maximum contribution to:

  • Development
  • Planning
  • Sales
  • Customer service

Glasser Research enables you to identify those aspects of your company, products, service or personnel that make sales leads become customers and help retain your existing customers as loyal buyers.

Remember, your MARKET is not only your customers and prospects.  It consists of every group that can significantly influence your business success.  These include:

  • Your sales channel partners
  • Your employees
  • Your suppliers

We will also gather and integrate secondary research information from other sources to provide a more complete picture of your marketing opportunities and threats.

Here is a partial list of business needs for which we offer research and strategy assistance:

Business Need Examples of our abilities
Market segmentation and targeting Help define, describe and size the different groups of customers and prospects who may have an interest in your service.  We help you find the most important attributes to segment your market and then prioritize which segments to target based on their profitability.
Understand what your ‘typical’ customers look like The creation of end-user Personas (essentially a descriptive profile for each of your targeted groups) to guide your  understanding of target customers’ needs, motivations and pain points
Design new products or services Get reactions, preferences, objections to potential new offerings; identify any ‘compelling negatives’ about your offer that discourages the purchase
Determine what product features to offer Feature trade-off analysis: See how prospects prioritize the value of the features and functions you’re considering for your new product
Positioning your product Develop a compelling ‘position’ for your product—a succinct, compelling view or perception you want to plant in prospects’ heads about your service by uncovering what is most important to them.
Determine your pricing strategy Understand how to structure your pricing to maximize profits across all your market segments
Evaluate your marketing messages Determine whether your messages are striking the right motivational buttons; some messages are more effective early in the decision process while others provide more impact at later stages
Evaluate MARCOM materials and strategies Assess the believability, relevance, uniqueness and potential motivating power of potential advertising and messaging approaches; Determine which messages are more effective early vs. later in the decision process
Competitive selling tools and strategies Determine what makes your product or service, or is needed to make it better than that of the competition; Uncover how to overcome the typical objection, “Our current solution is good enough” to successfully close sales
Sales and channel strategy Understand your target market’s preferred methods of information gathering, purchasing and follow-up support to formulate an effective sales and channel strategy; make sure you know what’s important to your channel partners so they lead with your products
Customer loyalty, satisfaction and retention Determine how the various aspects of your market offerings (products, services, support, people, etc.) impact your customers’ motivation to keep you as a vendor
Lost customer studies Document why existing customer defected and prospects bought a competing product
Employee/member engagement Capture the opinions and attitudes of these individuals to help reduce turnover and identify drivers for keeping them actively engaged with your organization

Methods of Data Collection

The data collection methods for a project are selected as appropriate to meet a client’s needs.  They provide varying levels of both breadth and depth of the insight collected, and are often used in combination to fulfill more complex information requirements.

Glasser Research offers both qualitative and quantitative research services:

Qualitative Services

  • In-person focus groups
  • Online Bulletin Board focus groups
  • In-depth, one-on-one interviews (in-person, telephone)
  • Observational (Ethnographic) research

Quantitative Services

  • Surveys (online, telephone)
  • Data mining and advanced analytics

Detail on each of these methodologies follow.

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