Market Research
You can't find the solution until you understand the problem.
And that's why market research is essential to any business or organization. And yet a great deal of money is spent, and wasted, on research that doesn't achieve a specific objective. It might be interesting to know, but it's not useful to know.
Many companies want to do research, but quickly run into concerns over the cost, or the timing, and just decide to "go with their gut." Nothing wrong with their gut, but research always yields better decisions, and frequently staves off disaster.
What you need is affordable, timely research solutions. This is what we do.
Pure Marketing will listen to what your real learning objectives are and then help you craft the most cost effective approach to achieving them.
There are two basic types of research: Qualitative and Quantitative. They work best as complements to each other but can be used in isolation as well. Within those two types are dozens of specific methodologies to consider. We will find the best option for the decisions you need to make.
Qualitative
Qualitative just means talking face to face (often in Zoom these days) with real people about how they make decisions. Critically, this is where we try to understand the "why." No matter how nuanced a survey or quant study might be, you will not be able to understand the emotional underpinning of people's decision making. And this is where real insight begins.
Qualitative research, be it interviews, focus groups, or ethnography is always a great foundational start to any research effort. Without it, it can be difficult to even know what questions to ask in a quantitative study.
Quantitative
While not always the case, quant is a great second step to take hypotheses developed during qualitative and put them to the test against statistically robust sample populations. This is how we prove the case and show The Board that our strategy, new design, or concept is the right one. There are many methodologies to consider such as customer segmentation, concept tests, opinion surveys, etc., and many tools to field them with. Pure Marketing will help you find the right one for your objectives and budget.
Methodology Options
Focus
Traditional groups, 1-on-1 interviews, live or remote, this is foundational research. Discover everything you didn't know (but thought you did).
Ethnography
Follow consumers into their real lives. Observe them in their native habitat. Discover insights that even they aren't aware of.
And yes, it can be done remotely!
Customer Journeys
Identify the key educations and decision points a consumer follows on their path to you. Learn where and how to best influence them.
Surveys
After you know what questions to ask (using qualitative techniques) now you can put it to the test with a curated sample population.