Understanding Customer Needs in the Marketplace
Protocol Research Solutions has a strong reputation for strategic research, owing
particularly to our ability to conduct large-scale, detailed Market Structure surveys.
A Protocol Research Solutions Market Structure study usually becomes the seminal
reference for corporate brand and product marketers for understanding the customer
perspective.
Our OptiMarket approach provides clients with an in-depth understanding of the marketplace
from the consumer's perspective. It enables the development of category and brand
strategies and identifies new product opportunities in the context of customer needs.
We use both univariate and multivariate analysis extensively, and we understand
how the underlying needs base directly relates to attitudes, lifestyle, motivation,
product selection, and use. And we realize the critical role data interpretation
plays in generating easy-to-comprehend and actionable findings and implications.
Typically our Market Structure surveys:
- Provide an understanding of current consumer attitudes and behavior in the category
- Ascertain consumer wants and needs
- Assess awareness and usage of products and brands within the category
- Establish what the barriers and triggers are (emotional and functional) with respect
to category, product, and brand usage
- Develop profiles of key consumer attitude and lifestyle groups
- Dimensionalize the market structure, both in terms of traditional and non-traditional
segments
- Establish the most effective way, or ways, to position selected brands to the target
market
- Uncover "white space" that provides fertile ground for developing new products or
brand extensions to meet unfilled needs in the marketplace