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How to Sell Your Idea to Senior Management

Posted by Sarah Schmidt

Feb 25, 2016 8:58:35 AM

You have an idea you know will work, but how do you convince other people in your organization to get on board? Getting buy-in from key stakeholders can often be challenging, even if your idea has clear benefits. In an experiment highlighted in the Harvard Business Review, managers were more likely to discard the very same ideas that made customers excited.

Innovative ideas can seem unfeasible at first, especially if they entail large-scale changes that will alter the status quo. But by doing your homework and gathering the right evidence to support your thesis, you can make a much more persuasive case and increase your chances of being heard. Using third-party analysis and industry data is essential to making a rational, defensible argument — and that’s where market research can help take your pitch to the next level.

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Topics: Market Research Strategy, How To's

Ready, Set, Launch: An Interview with Author Jenn Aubert

Posted by Sarah Schmidt

Feb 11, 2016 8:33:26 AM

Launching a business can be an exciting and rewarding endeavor. But passion and vision are not enough. You also need the right tools and strategies to get your business off the ground and turn it into a lasting success.

Today, we’re interviewing author and entrepreneur Jenn Aubert for her tips on starting a business and researching your market. Her first book Women Entrepreneur Revolution: Ready! Set! Launch! explores the mindset, motivation, and behaviors of successful female entrepreneurs. She is also the co-founder and CEO of LearnSavvy, an online education marketplace and community for women business owners. Read the Q&A below to learn Jenn's practical advice for aspiring entrepreneurs.

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Topics: Market Research Strategy, How To's

Career Advice for Market Research Analysts

Posted by Sarah Schmidt

Feb 4, 2016 8:30:00 AM

If you are currently working as a market research analyst or aspire to be one someday, there’s good news. According to the Bureau of Labor Statistics, the job outlook for market research analysts is expected to grow 19 percent over the next 10 years, which is much faster than the average for all occupations.

Market research is a competitive industry, however, and it's important to plan ahead in order to chart a realistic course of action and land high-potential opportunities. We gathered real-world insights from experienced professionals in the field to explain how to best prepare for a job in market research — and how to maintain a competitive edge once you have your foot in the door. These suggestions go beyond the typical advice you might come across elsewhere. Read on to learn practical advice.

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Topics: Market Research Strategy, How To's

A Quick Guide to Market Intelligence

Posted by Sarah Schmidt

Jan 21, 2016 8:30:00 AM

According to Quirk’s Marketing Research Review, market intelligence is “an ongoing, holistic knowledge of all aspects of the marketplace.” Market intelligence provides a high-level view by analyzing many different business areas including competitors, products, market dynamics, and customer insights. These four areas cover a range of specific factors, such as:

  • Corporate strategy, acquisitions, and executive teams
  • Pricing, promotions, and cost structure
  • Market size, segments, forecasts, and trends
  • Brand loyalty, product concerns, and satisfaction rates
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Topics: Market Research Strategy, Market Research Provider, How To's

Finding New Customers Is a Priority for Businesses in 2016

Posted by Pam Danziger

Jan 13, 2016 8:36:23 AM

To provide direction and guidance for market research initiatives for the coming year, Unity Marketing recently conducted a year-end user needs survey across its client base. With over 100 respondents, primarily C-suite and marketing executives, as well as entrepreneurs, the survey included a number of questions that weren’t specific to Unity Marketing. Rather, the results reveal the most pressing concerns for businesses of all types, especially those aiming at the affluent consumer segment — the top 20 percent based upon income. Here is what we discovered.

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Topics: Market Research Strategy, Marketing, Market Research Provider, How To's

The Strategic Value of a SWOT Analysis

Posted by Sarah Schmidt

Dec 21, 2015 8:30:00 AM

A SWOT analysis provides a straightforward analytical framework that allows you to evaluate a business from all angles. A SWOT report looks at a company’s internal strengths and weaknesses as well as external opportunities and threats.

A company’s strengths and weaknesses could relate to its cash flow, location, trademarks, company culture, or distribution networks. Its opportunities and threats could involve factors such as market trends, technological changes, regulations, or demographics. By assessing these areas, you can find out where a company might have a competitive edge and where it needs to improve.

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Topics: Market Research Strategy, Marketing, How To's

Researching User Behavior on Websites

Posted by Brad Shorr

Dec 16, 2015 8:30:00 AM

If marketers take a close look at their company website data, they will gain valuable insights to make those websites generate more sales leads and e-commerce revenue. In addition, the same data can improve lead and revenue production beyond the website — provided the data is shared throughout the organization, rather than confined to the website development team and Internet marketing analysts, as it often is. In this article, we’ll look at:

  • Important data to review
  • Important data gaps that must be filled
  • How to use the data to improve lead and revenue production
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Topics: Market Research Strategy, Marketing, How To's

How to Segment Customers by Experience

Posted by Jeofrey Bean

Dec 3, 2015 8:30:00 AM

The Holy Grail of customer experience is one that has been purposefully built by a company and creates energized advocates. Customer experience leaders consider what the customer experience should be, and then consciously create a complete experience to fulfill that expectation.

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Topics: Market Research Strategy, How To's

How to Define Your Target Audience

Posted by Sarah Schmidt

Nov 16, 2015 8:28:29 AM

Promoting your business to anyone and everyone is not an effective marketing strategy. To efficiently drive sales and increase brand awareness, you must focus on your target audience. But who is your target audience, exactly? How do you know if your marketing will appeal to them?

Consumer research is a vital step that can help you find the answers you need. Below, three experts share questions you can ask to help identify your target audience, assess buyer behavior, and optimize your marketing strategy. Their suggestions go beyond the basics — and some of their ideas may surprise you. Read on to find out more.

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Topics: Market Research Strategy, Advertising, Marketing, How To's

Tips for Buying Market Research Reports

Posted by Seline Karakaya

Oct 23, 2015 8:32:05 AM

I started my career as a management consultant at Bain & Company, followed by almost a decade in private equity. In both of those roles, acquiring the right market research was key to the due diligence process for developing any strategy or making any investment. I'm currently the Founder & President of Excelerate Global and the Chief Operating Officer of a high-growth business analytics software as a service (Saas) company, The Kini Group, which leverages market research in the start-up space to help prioritize growth paths, determine investment priorities, segment target markets, and develop business plans. Below, I share a checklist of best and worst practices to keep in mind when buying market research reports.

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Topics: Market Research Strategy, How To's

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