How long has your company been on the market? What does your brand stand for? Which target groups do you address? What budgets are available? Which framework conditions and trends are realistic? What are the competitors doing? The answers are as diverse as the questions that concern you. We simplify them. Successfully, because our support is precisely tailored to your company’s needs.
The challenge:
For a well-known food brand with no market research department of its own, the previous market research activities are to be audited. The goal: Development of a concept for the establishment of professional and decision-oriented management of all market research tasks in the company.
Our approach:
- Systematic review of the projects carried out in the last 12 months in terms of method, investment and test approach – across all product categories.
- Analysis and evaluation of the previous approach with regard to strengths and weaknesses from the point of view of a neutral third party.
- Determination of the framework conditions for future market research processes in close coordination with the client, including responsibilities, budgets, etc.
- Development of valid and decision-relevant methods, standards and decision-making processes (best practice)
- Establishment of new tools and processes in marketing
The result:
Based on the findings from the analysis stage, a new process framework and a toolbox with valid and decision-relevant methods is developed with the client in a workshop. The new tools are activated and implemented in the team in the course of concrete projects.
Case: MID-SIZED BUSINESSES
The challenge:
A mid-sized brand owner was faced with the problem that its overworked marketing department had to handle the market research “on top” of everything else. Hiring a market researcher isn’t worthwhile because of the limited budget. How can market research still be managed professionally, even if studies and projects are only scheduled sporadically?
Our approach:
Close cooperation – just like with an in-house market researcher. Acting as internal support, we work on the client’s research questions on a project basis. We cooperate closely with the marketing team and are the “internal” contact for all arising work for market research. While we accompany most project steps remotely (incl. the selection of suitable methods and institutes), we are on site for important briefings, presentations and workshops.
The result:
Thanks to our expertise, we ensure that professional in-house market research is available at the client’s premises within the set cost framework. And always when it is needed and without incurring fixed costs.
The challenge:
A client with several brands in numerous product categories is constantly adding new employees to the international marketing team. They are to be familiarised with the standards in the company and the processes in the field of market research.
Our approach:
Individually tailored best practices training. With hands-on training, we impart important knowledge on market research to make it easier for marketing and sales to work with market research (from briefing to activating the results). We provide an overview of methods and tools. The training is based on best practice experience and proven techniques, but is individually tailored to the client, its markets and categories. In exercises, we work on concrete cases from within the company.
The result:
Marketing and sales are familiar with the key methods and instruments. This is demonstrated by the fact that briefings for market research projects become much more targeted and the project work as a whole is more time-efficient and runs more smoothly. And by the fact that the results are also better utilised. Overall, this ensures optimal planning and use of the market research budget.
Case: WORKSHOPS
The challenge:
The presentation of the study results is often the last step of the market research project. Especially with complex studies, however, even specific recommendations are not enough to ensure that the results are used optimally and implemented in practice. Under the pressure of day-to-day business, there is often the risk that market research results end up as “nice-to-know” in the filing cabinet.
Our approach:
Activate results and bring about change together. Using the results instead of just presenting them head-on: We facilitate activation workshops to help implement market research findings. This starts with a goal-oriented preparation including recommendations and solution approaches, but this is just the beginning. During the workshop, we establish the basis for new concepts and strategies together with the marketing team. In the planning of concrete measures, we increase identification and motivation for implementation.
The result:
Jointly developed next steps instead of mere recommendations: Everyone in the team knows how to use the results in their area and translate them into concrete actions.
The challenge:
A large brand manufacturer was faced with the problem that a vacant position in the specialist department for market research could not be filled in the longer term. The internal colleagues could not cover the project load, so they were looking for a support solution that could step in immediately.
Our approach:
Extended workbench in the market research department. We take on all projects and issues in the relevant category on behalf of the client. After a short induction, all market research projects are supervised according to internally customary process, method and supplier standards. In order to relieve the specialist department as much as possible, project management takes place largely independently after the handover phase – but in close consultation with the colleagues in marketing.
The result:
Thanks to our many years of experience, we can step in immediately and support the internal specialist department. We relieve the team and prevent a “project backlog”.