|
|
The Strategic Counsel provides research, information and informed
advice to our clients, who usually come to us with specific problems or
challenges. What they need is more information before they can address
them. We have listed some typical challenges below. Do any of them sound
familiar? Select one to learn how we would approach it on your behalf.
- Policy evaluation
You’re developing a new policy, and need to get an early reaction
to it among stakeholders. You want to find out what the important issues
are from the stakeholders’ perspectives. go
to qualitative methods
- Advertising evaluation/ concept testing
You’re developing an advertisement or communications piece. You
want to know more about how key target groups will react to the imagery
and interpret the message. Or your advertisement is nearly finalized,
and you want to do a disaster check. go
to qualitative methods
- Interactive-media evaluation/concept testing
You’re developing an interactive-media vehicle, on–line service
or Website. You might need to understand how your key target groups
will react to the service and how they will use it. Or you need to know
how well the various components of your service work. Or you want to
find out how your interactive service can be improved. Or your service
is ready to launch, and you want to do a disaster check. go
to qualitative methods
- Product development
You want to connect R&D and marketing, linking new product development
to market realities. Or you have an early prototype and want to understand
consumer reaction to it. Or you’d like to hear ideas from consumers
about new applications for your core technology. go
to qualitative methods
- Communications development
You’re developing a communications program and want to get stakeholder
reaction to its core messages, find the "hits" and eliminate
the "hot spots." go
to qualitative methods
- Name-generation
You’ve developed a new product or service and aren’t sure
about its name. Or you’ve just merged with another organization
and need to test some new corporate names. Your creative people have
developed a name, but you need to make sure it’s communicating
the right message. go
to qualitative methods
- Brand positioning
You know your brand has a "personality," but you’d like
to define it to your satisfaction. You would also like to know how consumers
define it. Or you’re not sure how your brand image fits in with
the competition. Or you’ve just undergone a major organizational
change. You need to reposition your brand in the market and get some
feedback on consumer reaction to your positioning approach. go
to qualitative methods
- Brand and corporate image
Qualitative research has fleshed out your brand "personality."
Now you need to know if this personality differentiates you from your
competitors. You also have to find out where you’re successful
and where you’re failing. And you need this information on an ongoing
basis. go to quantitative
methods
- Determining the optimal price and product
mix
You have a new product or service, but you’re not sure how to price
it. You’re also not sure about the optimal combination of product
features. go to quantitative
methods
- Advertising tracking
Your advertising agency is about to launch an expensive new campaign.
You need to know whether it will achieve its objectives and if it’s
worth the investment; or you want an ongoing measurement of brand health
or to determine whether your advertising investments are enhancing your
brand equity. go to
quantitative methods
- Market segmentation
You want to have a better understanding of your existing and potential
customers. You know they’re not homogeneous in their needs and
expectations, but you suspect there are a few distinct target groups.
You need to identify these groups, prioritize them and tailor your product
and communications to each group. go
to quantitative methods
- Employee research
You sense morale is low. Or you’ve just gone through a painful
merger. Or your new HR director is developing a comprehensive recruitment
and training program. You want to find out about your employees’
job satisfaction and what contributes most to their happiness.
go to quantitative methods
- Public-opinion polling
You’re about to launch a PR campaign, but you’d like more
facts to support it. Or you want to lobby the federal government about
regulations in your industry, and you think public opinion is on your
side. You need reliable statistics to support your case. go
to quantitative methods
- Customer satisfaction
You want to be customer-driven and build customer satisfaction into
operations and marketing management. Or you’re planning to establish
performance-related compensation plans, and want to make customer satisfaction
one indicator. You need to understand the relative importance of customer-satisfaction
drivers. go to quantitative
methods
- Crisis management
Your product or service has run into an unexpected problem and it’s
all over the newspapers. You need to know how the public is reacting
to the problem, and how to resolve it successfully. go
to quantitative methods
- Competitive analysis
You know competitive monitoring is an important part of market
intelligence, but you don’t have the internal resources to do it;
or you want to understand the strengths and weaknesses of your competitors,
what they're doing right and what they're doing wrong. go
to quantitative methods
|
|
