Strategic Research Studies

Strategic Research Studies are conducted to address many different business issues and challenges. The following list is representative of the studies of this specific type that Monroe Mendelsohn conducts: 

 

Market Structure Studies 

Monroe Mendelsohn’s Market Structure Studies provide its clients with strong insights as to the size, shape, and feel of the marketplace and a clear strategic direction to follow.  

The objectives of Market Structure Studies typically target many of the following issues: 

  • Estimating the market size
  • Determining the relative position of brands (awareness and usage)
  • Ascertaining category behavior
  • Uncovering category opportunities and potential competitive threats
  • Evaluating brand strengths and weaknesses
  • Identifying potential customers

 

Attitude & Usage Studies 

Monroe Mendelsohn’s Attitude & Usage Studies provide clients with the insights needed for: 

  • Improving current brand(s)
  • Identifying potential new/different positionings for current brand(s)
  • Increasing brand(s) penetration
  • Promoting new usage among trier/rejectors or aware non-triers of brand (s), as well as generating appeal among users of competitive brands
  • Developing potential new brands to fill unoccupied gaps within a category
  • Understanding attitudes by determining:
  • Consumer/user "needs"
  • Attitudes toward brands - perceived brand performance
  • Gaps between needs and performance (Needs Gap Analysis)
  • Perceived strengths/weaknesses of brand(s) versus competitors 
  • Understanding usage by determining:
  • The "who, what, when, where, how" dynamics of category usage and behavior
  • How usage/behavioral dynamics change among brands
  • Why consumers/users buy specific products/services
  • Levels of brand loyalty and the factors that drive loyalty 
  • Identifying:
  • The primary drivers of attitudes and behavior within a category
  • Unmet needs (i.e., gaps between consumers' desired product benefits and current product’s delivery of those benefits)
  • Opportunities for growing either the category or brand(s)

  

Brand Equity Studies 

Monroe Mendelsohn’s Brand Equity Studies measure the scope of a brand’s power including: 

  • Brand Salience
  • Brand Intensity
  • Brand Authority

Key measurements from Brand Equity Studies typically include:

  • Awareness and usage of the client’s brand versus competitors’ brands
  • Consideration of usage
  • Brand imagery
  • Attitudes towards the client’s brand and those of the competition
  • Competitive strengths and weaknesses

A detailed assessment of a client’s brand versus those of its competitors typically yields actionable recommendations for increasing brand value among targeted audiences.

 

Segmentation Studies

Monroe Mendelsohn’s Segmentation Studies discover if there are niches or segments within the market that may offer greater opportunities than the market as a whole.  Mendelsohn’s Segmentation Studies provide clients with the insights needed to determine which type(s) of segmentation will produce the most meaningful and actionable results for the client’s  brand(s).

A Segmentation Study is an excellent tool that can be used in conjunction with other research approaches, or as a stand-alone market research effort.  This type of study tends to be most useful when a client believes there may be significant and targetable differences among its audience.  A Segmentation Study segments or divides the total target audience into sub-groups that exhibit differing sensitivities to one or more marketing mix variables: such as price, product, promotion, convenience, psychographics, etc.  Among the many ways of segmenting or analyzing the market, the following tend to be used frequently:

  • Attitudes or "mind-set"
  • Category behavior
  • Product/service usage
  • Product/service benefits
  • Demographics
  • Psychographics and/or lifestyle

 

Customer Satisfaction Studies

Monroe Mendelsohn’s Customer Satisfaction Studies assist clients to increase their brand(s) loyalty by assessing and monitoring customer satisfaction through replicable studies that measure: 

  • Overall customer satisfaction
  • Satisfaction with specific elements of a client’s products or services
  • Attitudes toward the client’s brand and those of competitors, including brand loyalty
  • Specific strengths and weaknesses of the client’s products or services, as well as the competitors'
  • Potential areas of opportunity
  • Shifts which occur in customer satisfaction over different points in time, which may result from changes in advertising, pricing, marketing campaigns, etc.
  • Changes or improvements that may be necessary to meet changing needs
  • Unique issues which arise during an on-going satisfaction tracking program.

For further information about conducting any of the prior Strategic Research Studies with Monroe Mendelsohn, please contact , , or .