Marketing Audits: Helping firms assess and shape their marketing strategies
Specilaized Research / June 8, 2017

Marketing Audit researches the way an organization plans and manages its marketing efforts. It’s an in-depth survey, enabling organisations to measure their past and current performances in a competitive environment. Marketing audit is an imperative to marketing strategy creation. A structured approach to the collection and analysis of information and data about a company’s past and current operations, its performances (both inside and outside) and competition and what is needed in future, audits help create the building blocks for future marketing plans. The diverse and constantly changing business scenarios make it necessary to audits at a regular interval. The marketing audit is usually performed at the start of planning stage, and at the end of implementation stage to evaluate the current and future marketing strategies and evaluate the success of the measures. The frequency and the methodologies for an effective marketing audit can vary from the size of an organization to the industry that it caters. It also helps in assessing a company’s business readiness compared to competitors in terms of product value, sales, cost, market shares etc. However, many companies are still to realise the importance of a marketing audit in decision-making process. To get the best results, marketing…

Ethnographic Observation: a powerful tool for insightful consumer behaviour
Specilaized Research / June 5, 2017

Ethnographic Observation part of the specialised research, is a systematic market study aimed at providing useful insights about a consumer’s behaviour towards a product/service, helping companies provide the right solutions. Understanding a consumer’s perception towards their product/service is key to a company’s successful marketing strategy. Based on ‘consumer observation and a step beyond direct interviews, ’Ethnographic Observation’ provides a deeper insight into a consumer’s psyche, helping discover hidden attitudes which they might not have comprehended themselves leading to innovative products/services. Traditionally, ethnography has been used in anthropology studies, observing human behaviour in different cultures and diverse populations for a long time. But, today Ethnographic observation is used by marketing research to test their products before the launch a new product line or website by observing people use their products/services in their own natural environment – be it their home, offices, online or outside. The research is helpful while devising new brand development, advertising or marketing and communication strategies for companies looking at launching in new markets. Although in-depth, the Ethnographic observation is generally shorter in duration with an approach to understand how a product/service will be included or integrated and what would be its impact on a customer’s life –…

Usability Testing: A Real-Time User Experience (UX) For Better Product Design
Specilaized Research / May 26, 2017

Every business wants a successful product or service. Usability Testing helps companies evaluate their products against the intended goal of ease of usability from an end-user’s perspective in a realistic scenario. Usability Testing is a technique used by companies to test their product’s ease of use against their planned objective from a real consumer’s viewpoint. The users are given some tasks to complete while being observed, quantitative data collected, usability issues and satisfaction analyzed and recommendations made to improve the product. Helpful in improving the user experience (UX), it is a key component during design phase. Usability Testing helps understand a user’s perspective, issues, expectations, emotions and experiences towards the overall performance of a product. So, while companies may try their best to come up with the greatest idea or solution for their product development, the real test lies at the usability testing stage where you get a perspective about whether these intentions will be met with the target customer’s expectations or not. Often confused with marketing research or just a collection of opinions on an object, Usability Testing is more than that. The systematic approach under controlled conditions involves creating a realistic situation; uncovering the difficulties or usability issues…

Insight Mining: Helping Companies Innovate Their Brands And Communication
Specilaized Research / May 19, 2017

Insight mining, part of specialized research helps companies discover their consumer’s underlying motivations and behavior that drive their actions, leading to innovative marketing and brand development for better consumer solutions. ‘Insight’ means a capacity to gain an accurate deep understanding of someone or something. Insight mining helps understand the unknown consumer’s belief’s, desires and behavior towards a product or service, helping companies better position their brand, communication and market strategy. It plays an important role in a company’s innovation process. While the companies are bombarded with different consumer related data, making a sense of data is very critical for staying ahead in the business. Insight mining totally depends on what kind of business value does an organization want to provide. While consumer beliefs and behavior is paramount for any company’s market strategy, how they feel and act towards a product, service or a brand might not get fully understood, without the help of Insight mining. It is useful while launching a new product or service, helping gauge a consumer’s reaction, leading to better customization and customer satisfaction. Insight mining is not an easy task often requiring the help of market research professional companies; however, done the right way, it can…