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The following are some of the ways in which we have helped particular
clients to achieve their market clarity:
Market Clarity uses a variety of research techniques to deliver the
above clarity to customers. Techniques we have experience in include:
depth interviews; group discussions; internet surveys; consumer and
business omnibus surveys; postal surveys; panel research;
computer-assisted personal interviewing (CAPI) and computer-assisted
telephone interviewing (CATI).
Competitive Positioning
 | Market Clarity staff were asked to
investigate the UK amateur sports market for an organisation who
wished to launch an on-line results service for UK sports clubs and
associations. The aim was to build a contact list and to understand
where the best opportunity lay. It quickly became apparent that whilst
sports associations perceived that they provided an
adequate results service to their members, sports
clubs did not share this view and in the main felt that their
association was remote and unhelpful. The company changed their sales
strategy as a result of the review and used the contact list to build
direct relationship with sports clubs. |
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Customer Targeting
| A large diesel engine manufacturer turned
to us to help understand the role that brand plays in the market for
diesel engines. In this global study we interviewed customers and
prospects and untangled the highly complex process that an OEM goes
through to select and engine supplier. The project ended with an
extensive analysis of a behavioural customer segmentation and with
specific recommendations for sales & marketing activities which
are currently being implemented. |
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Marketing Messages
| A change management consultancy were
conducting an overall communications healthcheck to evaluate messaging
consistency both internally and externally. As part of this
healthcheck, we conducted two pieces of internal research, the first
was a piece of qualitative research among the staff responsible for
marketing and the second was an e-mail survey with the staff in
general. The findings were compared with each-other and used as part
of a messaging document compiled by their public relations agency
which advised on how current messaging was perceived, whether or not
it was consistent and recommendations on how the messaging should be
developed in the future. |
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Routes to Market
| A part-publicly funded regional radio
station, needed to understand and quantify consumer opinions of the
radio station as part of a reformation of the radio station's
structure and content. We qualitatively interviewed 201 local
residents of the region, by telephone, about their attitudes to the
radio station; their opinion on the radio station's position as a
public broadcaster and their opinions on the radio's future direction.
As a consequence of the research the radio station aimed to focus its
programming at its loyal older listeners and to produce a strategy for
developing a separate youth station. |
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Channel Strategy
| A leading networking company wished to
target sales of IT products to small businesses across Europe. Their
previous experience had been with large enterprises and they wished to
understand the buying behaviour of the European small business sector.
Market Clarity staff researched 2000 organisations across 5 European
territories and developed a completely innovative market segmentation
that enabled the sales channels to qualify and forecast sales
opportunities. As a result of this segmentation the telemarketing,
channel sales and marketing effort have all been refocused to deliver
higher efficiency. |
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Communications Strategy
| Market Clarity staff recently reviewed the
effectiveness of a four-staged direct mail campaign aimed at
introducing new IT services to existing telecoms customers at
four-levels within the organisation. This project, conducted in
conjunction with the communications agency assisted both the agency
and the client to quantitatively measure the effectiveness and impact
of their campaign. |
| Market Clarity staff pre-tested advertising
messaging across Europe for a wireless access device manufacturer. The
research enabled the company and their agency to select which campaign
would be most effective in targeting their prospects. |
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Sales Positioning
| Market Clarity helped a market leading call
centre software company to identify whether they had a pricing or
selling problem. Through a combination of internal and customer
interviews the purchase process was understood and sales strategies
recommended that managed price competition and emphasised the client's
competitive advantages. |
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Budget Allocation
| Market Clarity helped a market leader in
software testing to understand what messages trigger customers to buy
their services. Through this customer understanding we were able
to recommend which marketing activities would most effectively support
the sales effort. Marketing expenditure was changed to reflect
the most appropriate communications priorities. |
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