Marketing
The usual instinct of any businesses from the onset is survival - that it stays in business and then identifying growth opportunities. To ensure that these two elements achieved, one needs a better understanding of their potential customers. Equally important is knowing who your competitors are and how they approach the market. All these aspects require analytical acumen often described as market research
Market research in business is important regardless of its size, age and other factors. Market research is an important aspect of strategic planning and resource allocation in both private and public sector establishments. The insight is drawn from an understanding of the market influence the type of product sold, the customers to whom it is sold and how it is sold. Proper engagement in market research thus provides an opportunity for huge returns on investments.
Unlike firms that focus solely on market research, we offer our clients more than the typical surveys, interviews, focus groups, and field trials. Our analysts apply cutting edge analytic techniques from applied economics, computer science, and research psychology to help you develop an intimate understanding of your market today–and tomorrow. This is why marketing research firms themselves comprise one of our major client bases: when you hire these firms, it may be ROI that is informing your operational and strategic marketing decision making.
Market Segmentation
Market segmentation splits up a business into types and enables a business to target its products to the relevant customers. When it comes to your customers, applying one-size-fits-all results you want. Not all customers are the same thus it is necessary to communicate to them taking cognisance of these differences. Without understanding different characteristic of discrete groups, you risk alienating other or communicating information that may be irrelevant to others.
Sophisticated market segmentation among other benefits allows improvement in product and services, getting quality revenues and an increase in sales. Applying our statistical tools we help you target your segmentation in the following ways.
• Identifying relevant variables for analysis to ensure meaningful market segments and ultimately impact on customer behaviour.
• Comprehensive analysis of customer behaviour, motivations and preferences across different segments.
Sentiment analysis
Sentiment analysis is a method applied to verbatim comments or mentions your brand, products, and even competitors that assesses whether the comments are positive, neutral, and negative. The method can apply to the analysis of open text questionnaire responses
There are several reasons a sentiment analysis could be important for your business. These includes
• Preventing and Manage a PR Crisis
• Use Customer Feedback to Improve Service
• Research Your Competition
• Identify Influencers
Sentiment analysis can assume a qualitative or quantitative approach. At ROI we assist with both. We have the tools to turn verbatim comments into useful data and actionable insights
Surveys
We help you design your surveys in ways that ensure the results are valid and reliable. Reliability and validity are two different elements that overall allow your study to measure what they intend to measure at the same time ensure that your findings are to be trusted. Selecting the right sample size with characteristics fitting into the study is also important and we assist in determining what works and what doesn’t for your study. Beyond assisting you to collect the needed data, we also assist with analysis as well as interpretation of the findings. We also make sophisticated data presentation and make sure that all the critical results stand out.
Marketing
Marketing business is an activity that calls for a significant of tact. Without the care plan and observation, it is very easy to spend resources on strategies and campaign with very low returns on investment.
One specific area requiring strategic implementation involves the integration of traditional media with modern media such as social media, content market and the digital world. The adoption of these strategies is dependent mainly on the target customers' behaviour. Understanding the influences on customers’ behaviour requires analysis using robust statistical methods as opposed to superficial- level analysis. As human behaviour changes, using superficial; methods may generate for your business very misleading results. Among a range of techniques we use in analysing consumer behaviour, their preferences and loyalty include key driver analysis, Brand mapping and CHAID.
