Most companies believe they know their customers, “well enough”; that is, they believe most of their assumptions about them, their needs, their preferences, etc. are essentially correct. However, it is often the case that a number of those views are wide of the mark or outdated because they were established when competition was very different than it is now, and they have not been tested or updated since. In addition, customers have likely developed new needs and expectations of which a business is completely unaware.
Identifying which elements of a company’s offer could be the source of unique, compelling value requires real insight into the attributes customers use to choose one supplier over another. Many things can be important to a buyer, but there are only a few which meaningfully influence vendor ranking for any given purchase. The potential differentiators can reside not only in what a company sells, but also in how it does business; characteristics which can be subtle and difficult for it to uncover through traditional customer interactions with management and sales.
Few investments can pay bigger dividends than fixing faulty or incomplete assumptions about the needs and priorities of customers. They are what drive most critical business decisions, and if they don’t accurately mirror reality, sales will be lost and much money and resources will be wasted.
Mark Twain put it best:
“It’s not what we don’t know that hurts; it’s what we know that ain’t so.”
Rigorous market research is based upon proper up-front design, careful execution and insightful analysis and reporting. Glasser Research provides complete project management, from design and data collection, through analysis, implications and recommendations. Going significantly beyond the ‘simple question, simple answer’ approach, we uncover the underlying reasons for how buyers make purchasing decisions and the reasons they use the products and services they do.
We work very closely with those who own the decisions that will be guided by the research and pull together and addressing their differing needs. We work with you throughout the research process to assure that your information objectives are met and the critical decision-driving knowledge is captured.
Our final reports are clear, direct and to the point, easily understood, and most importantly, answer the questions we set out to resolve.
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.
The creation of a Buyer Personas to guide your B2B marketing and selling efforts
Get reactions, preferences, objections to potential new offerings; identify any ‘compelling negatives’ about your offer that discourages the purchase
Feature trade-off analysis: See how prospects prioritize the value of the features and functions you’re considering for your new 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.
Understand how to structure your pricing to maximize profits across all your market segments
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
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
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
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
Determine how the various aspects of your market offerings (products, services, support, people, etc.) impact your customers’ motivation to keep you as a vendor
Document why existing customer defected and prospects bought a competing product
Capture the opinions and attitudes of these individuals to help reduce turnover and identify drivers for keeping them actively engaged with your organization