Before you spend one dollar on advertising, branding, or developing an audience, you need to understand what you’re actually purchasing. At Leischen Marketing Research, we have a number of tools at our disposal to help you understand the market and better target your budget.
If you’re launching a new product or service, or developing marketing material for print, TV or radio, let us see how we can help you. Maybe you need a tagline, or to develop a promotional offer, or to know more about your audience’s spending habits and their typical path-to-purchase.
These are just some of the tools we use to cultivate that information.
An engaged customer is one that feels an emotional connection to your brand, and is more likely to […]
When employees are engaged and happy, everyone benefits. Productivity goes up, retention rates are better, health care costs […]
Surveys are a tried-and-true method of gauging customer attitudes, interests and decision-making habits, but it’s not as easy […]
Your website looks nice, and it has all the basics covered, but how usable is it for your […]
Focus Groups are one of our specialties at Leischen Marketing Research. A properly-executed focus group can provide invaluable […]
There are a lot of things you need to know and a lot of ways to go about finding that information. It's our job to identify what you need, collect the relevant data, analyze it and turn it into insights that better your business.
These are the three key components of a consumer's experience. Awareness can be of a brand or a products and one or more of its attributes. Attitude refers to how a consumer perceives and feels about a brand or product, and usage refers to some form of test purchase or past use. We determine the drivers of selecting one product over another and measure how your product compares to other products on those drivers.
We measure the degree to which there is a match between a customer's expectations of the product and the actual performance of the product. A consumer forms expectations based on information customers receive from salespersons, friends, family, opinion leaders, etc., as well as their own past experience with the product. This is an important measure of the ability of a firm to successfully meet the needs of its customer and goes a long way toward determining the future success of a company.
What is your brand known for? Can it be easily identified? Does the brand equity match the overall company strategy? We find the answers to all these questions and in cases where there's a gap between customer perception and company strategy, we formulate a plan to close that gap.
We measure the way consumers, users, buyers, and others view your brand against competitive brands or types of products. Specifically, we measure brand loyalty, awareness, perceived quality and brand associations, all of which provide value to a customer in the form of confidence in the purchase decision and satisfaction. The benefit to the company is efficient marketing, brand loyalty and trade leverage.
We present a concept statement to potential consumers and we measure their reactions. That knowledge helps a developer to estimate the sales value of the concept and to make changes in it to enhance its sales value. This testing helps determine if market will spport the concept, if the concept has merit and should be pursued.
We conduct usability testing of new and existing products prior to full launch. The feedback we provide delivers insight into potential enhancements to the product, positioning statements and pricing. Will consumers buy the product? Is there something that could make the product better, and if so, how do we communicate it? Does the product do what the company intends it to do, and what is the perceived benefit for the end user?
We can reduce employee turnover and improve retention by determining how closely the employee's expectations of the job and the actual responsibilities of the job match up. Expectations are formed based on specific job functions, feedback from peers, subordinates and superiors, and the tools employees have with which to do their job. It's crucial to learn of managerial/supervisory issues before they escalate into bigger problems.
Pre-testing measures audience reactions to advertising messages while the advertising is being developed. Post-testing measures those same things after the advertising has been produced in final form. Note that the main reason advertising fails is that the ad is based on what management thinks will work instead of what actually works with consumers. It's vital to test the advertising to see how to market responds (message comprehension, branding recall, negative response, etc.). Additionally, the testing determines what the market will respond to, be it a special offer, price point, or call to action).
Mystery shopping is a research technique used to assess and improve the standards of service that a business provides to their customers by comparing their achieved performance against their own targets and against the standards provided by competitors and other organizations.
Talking to a customer as they leave a place of business is an effective way to measure their perception of a store and a brand. Trained interviewers will interview and/or survey shoppers as they exit an establishment, gaining valuable insight into their attitude and satisfaction just seconds after they've interacted with a product or service.
It is important to understand what users want to do when they come to your web site. We evaluate the ease of use of a web site's navigation, layout and other attributes, during and after the design and launch of a website. If users can't easily navigate a site and quickly find what they're looking for, they'll quickly get frustrated and look for another site.
This is the process by which an existing database is segmented on the various qualifiers, such as purchase frequency, dollar volume, and type of product/service purchased. This analysis helps determine who are the best customers, then these segments are utilized in additional research in measuring satisfaction, awareness and future intent.