Strategic Services: Market Research

We like to know how people think & what motivates them. It's not just curiosity. It's smart marketing. The foundation of every campaign, our market research approach comprises:

• Primary research: surveys and focus groups of key external and internal audiences.
• Secondary research and Lifestyle Mapping. We use the incredibly powerful suite of MapInfo tools – part of our proprietary Brand Assessment Report™ (BAR) methodology – to be sure our messages are on target and resonate with the intended audience. We also leverage the membership resources and up-to-the minute research and news digests.
• Our proprietary Benchmark Analysis & Management (BAM) tracking tool that includes a full ROI analysis. We develop a customized results analysis method for every program with pre- and post-program measurement and project-specific metrics as well as embedded response mechanisms, including unique URLs and dedicated phone numbers, complete with call center staff training.