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  • Mastering Qualitative Market Research Methods and Techniques

    Navigating the world of market research can be an overwhelming process, especially when it comes to understanding innovative research methods and techniques. Qualitative market research is a type of measurement that focuses on gaining insight into consumer behavior by looking at their attitudes, beliefs, lifestyles, motivations, and pain points. When used properly in tandem with quantitative methods such as surveys and in-person focus groups, qualitative market research provides valuable data about consumer preferences that companies can use to optimize their marketing strategies and strengthen their brand. In this blog post, we’ll explore several different kinds of qualitative methodologies available to professionals along with some tips for successful implementation so you can get the most from your investment! Why is it important? Qualitative market research is a method of comprehending consumers and their behavior towards a particular product or service. Unlike the purpose of quantitative research, which focuses on numerical data, qualitative research takes a deeper dive into individual perceptions, attitudes, and emotions to gain insights into why people behave the way they do. This method uses interviews, focus groups, observations, and ethnographies to collect data. Why is this important? Well, comprehending consumer behavior allows companies to develop effective marketing strategies, build stronger relationships with their target audience, and create products and services that meet their customers' needs and desires. In other words, qualitative market research provides valuable insights that ultimately lead to more successful decisions. Methods and Examples Qualitative market research involves gathering the opinions of consumers, and as such, there are several ways to go about it: interviews, focus groups, and surveys, to name a few. Read on to learn more about these methods and some examples of how they are used. Interviews: Interviews are a popular method that involves a one-on-one conversation between the researcher and a consumer. This practice aims to observe the behavior of an individual consumer and appreciate their opinions and experiences with a specific product or service. Interviews can be conducted in person, over the phone, or through video conferencing. For example, a coffee shop may conduct interviews with customers to learn about their preferences for different types of coffee drinks by conducting one-on-one conversations with customers. During these interviews, the coffee shop could ask open-ended questions to comprehend the customer's opinions and experiences with specific coffee drinks. The interviewer can also ask follow-up questions to gain deeper insights into the customer's preferences. By conducting these interviews, the coffee shop can gain a greater appreciation of their customers' preferences for different types of coffee drinks. They can use this information to make data-driven decisions about their menu offerings and marketing strategies. Focus groups: Focus groups are another common qualitative research method. This practice involves gathering a small group of people (typically 6-10) to discuss a specific product or service. The discussion is typically led by a moderator who asks open-ended questions to gain insights into the participant's opinions and feelings. Focus groups allow businesses to gather a variety of perspectives in a short amount of time. By conducting focus groups, a clothing retailer, for example, can gather valuable feedback on new clothing designs from their target market, like what they liked or disliked about a design, or whether they would consider purchasing the design or not. The moderator can also ask follow-up questions to gain deeper insights into the participant's opinions and feelings. Researchers can use this information to make data-driven decisions about which designs to move forward with and which ones to scrap. Focus groups can also provide comprehension of trends and styles that are currently popular among consumers, which can help the clothing retailer stay ahead of the competition. Surveys: Surveys are a popular quantitative and qualitative research method using a series of questions designed to help analysts grasp consumer behavior and preferences. Surveys can be conducted in various forms such as paper, online, or mobile. Surveys can be used to grasp consumer satisfaction, preferences, or attitudes toward a product or service. For example, a hotel chain may conduct a survey to grasp consumer satisfaction levels after their stay. The surveys can be sent to customers via email or other forms of contact information provided during the booking process. The survey questions can be designed to gather feedback on various aspects of the hotel experience, such as the quality of the room, cleanliness, staff interactions, amenities, opinion of the hotel’s brand, and overall level of satisfaction. Overall, these procedures of research can provide valuable information to businesses looking to better perceive their target. By comprehending their consumers' opinions, behaviors, and preferences, they can make informed decisions about how to improve their products or services and ultimately drive revenue growth. Four Types of Testing Methods When implementing qualitative market research, it is important to use one of the four types of testing methods - direct exploration, monadic testing, sequential monadic testing, and discrete choice testing - because they provide a structured approach to testing hypotheses, generating understanding, and drawing conclusions. Each testing procedure has its strengths and weaknesses, and choosing the appropriate method depends on the question, available resources, and the target market. Direct exploration: This practice involves gathering information from customers through open-ended questions. It helps businesses explore the attitudes, opinions, and needs of their potential customers. With direct exploration, businesses can learn about consumer preferences and what they expect from products or services. This information can be used to improve existing products or develop new ones that cater to the needs of the target customers. Monadic testing: Monadic testing is a type of qualitative research where participants are asked to try one product at a time. This practice allows businesses to evaluate individual products without any outside influence. With monadic testing, businesses can determine how well their products perform in terms of taste, quality, and overall satisfaction. This information can help businesses make adjustments to their products to ensure they meet the needs of their target customers. Sequential monadic testing: This is a more complex form of monadic testing. It involves participants trying multiple variations of a product one at a time. This practice allows businesses to evaluate how different versions of a product compare to each other. Sequential monadic testing is useful when they want to make decisions about which product variation to launch or when they want to test multiple features or attributes of a product. Discrete choice testing: Discrete choice testing is a type of qualitative research that involves asking participants to choose between two or more products or product features. This practice helps businesses recognize which features or attributes are most important to their target customer. By understanding consumer preferences, they can make better decisions about which product features to focus on and how to position their products. Overall, these four types of qualitative market research testing procedures are valuable tools for businesses looking to gather insights into their target customers. By understanding the attitudes, opinions, and behaviors of potential customers, they can develop better strategies, stay ahead of the competition, and ultimately increase their revenue. Practical Applications and Ethical Considerations Qualitative research is a valuable tool that can be used in a variety of ways to gain insight into consumer behavior and preferences. One key application is in product development, where companies can use the data gathered through this research to inform decisions about product features, design, and strategies. Qualitative research can also be used to better recognize competitive landscapes, helping companies identify gaps in the market and opportunities for growth. In addition, the data gathered through qualitative research can be used to create more effective campaigns that resonate with target audiences. Overall, qualitative research is a versatile and valuable tool for companies across industries seeking to comprehend and connect with their customers. While companies are constantly seeking to understand their target audience to create products and services that are relevant and valuable to them, there are ethical considerations that are crucial to any research endeavor. Qualitative research involves seeking out personal opinions and experiences from individuals. Therefore, it’s crucial to ensure that rigorous ethical guidelines are adhered to protect the participants' confidentiality and autonomy. Ethical considerations are required from the start of the process to ensure any data collected abides by the legal and moral requirements of providing accurate findings that truly reflect the prevailing trends, attitudes, and opinions of the researched community. Consequently, analysts need to be knowledgeable about ethical code of conduct to implement any research engagement successfully. Advantages, Disadvantages, and Challenges Advantages Qualitative market research is an invaluable tool for companies seeking to connect with their customers on a deeper level. While quantitative research may provide data and statistics, qualitative research offers a look into the thoughts, opinions, and emotions that drive consumer behavior. Through techniques such as focus groups and interviews, qualitative research enables companies to gain an in-depth understanding of their target audience, allowing them to tailor their products and marketing strategies accordingly. Moreover, qualitative market research can uncover hidden needs and desires, providing companies with a competitive edge. Overall, the advantages are clear: it offers a richer, more nuanced understanding of consumer behavior, enabling them to make informed decisions that drive success. Disadvantages While qualitative market research has its uses, it also comes with its fair share of disadvantages. One of the biggest issues of using qualitative research methods is the lack of generalizability. Unlike quantitative research, which uses a sample size that is representative of the population, qualitative research methods often use smaller sample sizes which make it difficult to make broad assumptions about the whole population. Additionally, data collected from qualitative research is often subjective and can be influenced by the market researcher's personal biases. This can lead to inaccurate conclusions and a lack of objectivity in the research findings. While qualitative research can provide a valuable understanding, it is important to consider its limitations before deciding if it is the right approach to meet your goals and objectives. Challenges Qualitative market research is a powerful tool for understanding consumers, but it is not without its challenges. One of the key obstacles is the lack of standardization in the field. Unlike quantitative research, which uses structured surveys and questionnaires, qualitative research relies on open-ended conversations and observations. As a result, the data collected can be more difficult to analyze and cross-compare. Additionally, there may be biases and subjectivity in the interpretation of the data. However, these challenges can be overcome through careful planning, execution, and analysis. By taking a systematic approach and utilizing appropriate methodologies, this research can provide deep insights into consumer behaviors and preferences. Conclusion Qualitative market research is a powerful tool for marketers, but it comes with its own set of challenges. Using the right methods and techniques is essential to ensuring the accuracy of any data gathered. It is also important to consider ethical considerations when conducting any research. Companies must also commit resources to ensure that qualitative research does not get sidelined in favor of quantitative research. Ultimately, our understanding of what constitutes successful research will continue to grow as new approaches are developed and new forms of data are collected. A thorough consideration of the advantages and disadvantages and the necessary focus on ethical conduct should be considered by any firm embarking on qualitative research projects. The best way for firms to ensure they use the best methods and achieve optimal outcomes from efforts is by choosing an experienced market research company, like Driven to Succeed, LLC, to assist. We can help you get started; contact Driven to Succeed LLC today. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at

  • The Heart of Better Ideaz: Structured Spontaneity

    You may recall the basic conflict at the core of organizational creativity. In essence, each has different core needs. Organizations crave three things: order, control, and predictability. These needs are what lead to current success and long-term viability. Ideas are often strangled to death in this environment. What ideas need to thrive are chaos, messiness, and uncertainty. There must be space for infant ideas to grow and stretch. The environment that makes ideas happy often makes organizations cringe. Think back a few years to the wonderful TV commercials for GE starring the weird yet colorful and hairy creativity monster who almost died from being stifled. The brilliant work from BBDO in New York makes my point exactly. [Interestingly enough, this is the same agency that originally created the brainstorming process. The creator was Alex Osborn who is the “O” in BBDO.] Better Ideaz™ addresses this basic conflict through the use of Structured Spontaneity. The term was originally coined by basketball genius Pat Riley to describe how the sport works when played at the highest level. As a long-time fan and season ticket holder of the Golden State Warriors, Riley was speaking my language. Really good basketball has two paradoxical pillars. First is structure, the basic skills of the game practiced over and over until players gain mastery that becomes second nature. Sports fans often refer to basketball IQ, another way of naming the vital structure of the game. And very few players achieve the elusive super-high IQ. The other pillar is spontaneity, the flow and grace with which today’s modern game is played. It involves spotting the best opportunity to score or defend in real time. And because the spacing, pace and players are always evolving during the game, the possibilities are endless. Two other activities that rely on Structured Spontaneity are jazz and improv. So how does Better Ideaz provide Structured Spontaneity? The former relies on the process behind the sessions. It’s stable and repeatable and has been successfully used for branded products, services, and even corporate organizational initiatives. The structure is what makes organizations comfortable enough to relax their need for control. The spontaneity comes from two ever-changing pieces. First is the Tools. We have over 50 proprietary Tools, which gives our facilitators a wide range of options to make each session unique. The second is the Dyads. We start the session by simply pairing people up who are sitting next to each other, or pre-assigning Dyads for virtual brainstorming. Then every 20 minutes or so the dyads change so that two new people are working together. The variety of the Tools and Dyads gives ideas the environment they need to flourish. The results are magical. *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at

  • 6 Steps to Building an Effective Voice of Customer Analysis

    It’s no secret that understanding one’s customers is the key to driving successful business decisions. With this in mind, companies strive to capture the voice of their target audience in order to consider opinions and feedback when making important changes or shaping future plans. Voice of the Customer analysis is a process used by companies to gain valuable information on how users interact with products, services, features, and processes so they can identify areas for improvement and enhance overall customer experience. However, many are unaware of exactly what it takes to set up a successful Voice of Customer program. So we have put together six essential steps involved in building an effective program in which to gather and review Voice of Customer analytics. Read on below to find out more about Voice of the Customer analysis and to learn about each of the six steps: 1) Identify customer segments, 2) Collect data, 3) Analyze Data, 4) Create reports, 5) Draw conclusions, and 6) Monitor progress. What is the Voice of Customer The Voice of Customer is a critical aspect of any successful business. It refers to the collective feedback, perceptions, and opinions of consumers regarding a particular product or solution. In other words, this represents the experience and voice of your consumers and can be a valuable tool in identifying areas for improvement and growth. By listening to and understanding their needs, desires, and pain points, you can create a better product, program, or solution, design a more effective program or solution, and answer any questions they may have. Utilizing VoC data can help you improve satisfaction and loyalty, improve brand perception, and lead to a more profitable and sustainable business. These reasons make VoC analysis very important. By using surveys, interviews, and other data collection methods, companies are able to gain valuable insights into the minds and voice of their customers. This information can be used to improve service delivery, pinpoint areas of improvement, and create a more positive customer experience. In short, the voice of the customer is a critical component of any company’s success. What is Voice of the Customer analysis? As companies continue to evolve and grow, so does the importance of understanding and meeting customer needs. That's where Voice of the Customer analysis comes in. It refers to a variety of methods used to collect and analyze feedback. By utilizing a variety of tools, such as surveys and analytics, solutions can provide companies with a better understanding of what their consumers want and need. This information can then be used to make data-driven decisions on product improvements, marketing strategies, and overall experience. In today's highly competitive market, brands simply cannot afford to overlook the importance of listening to their customers. Voice of Customer analytics is important because they provide valuable and necessary information to stay in tune with existing consumers so the brand can remain relevant. How does Voice of the Customer analysis impact your business? Gaining valuable insight is crucial for the success of any company. Voice of the customer analysis is a powerful tool that helps to gather market data and feedback, thus enabling companies to make informed decisions. By analyzing the customer's voice, businesses can extract valuable insights that can be used to enhance satisfaction. This helps companies to stay ahead of their competitors by catering to their needs and preferences. Companies can use this data to improve their products, adjust their marketing efforts, and ensure they are meeting the needs of their target market. Overall, Voice of Customer analytics is an essential element for companies looking to stay competitive in today's market. 6 steps to build an effective Voice of the Customer analysis Creating an effective Voice of the Customer analysis involves a strategic approach that requires tools and techniques. It is essential for companies that want to stay competitive and deliver exceptional experiences. Here are six steps to follow when building a successful Voice of the Customer analysis. 1. Identify customer segments - Understand the different types of customers that exist and how they interact with the company Every company, no matter its size, needs to have a clear understanding of its customer base. That's where identifying customer segments comes in. By understanding the different types of customers that exist and how they interact with the company, a team can tailor its marketing and sales efforts to better cater to their needs. Whether it's dividing the target audience up by demographics, spending habits, or purchasing history for products, solutions, or programs, grouping them into segments can provide valuable insights into their behavior and preferences. This is especially important in a world where customers have more options than ever before and are constantly bombarded with messaging from countless brands vying for their attention. By identifying segments, a brand can stand out from the competition and create more meaningful connections with its target audience. 2. Collect data - Use surveys, focus groups, interviews, reviews, and other forms of data collection to gather information about customers’ experiences Understanding your customers is key to the success of any organization. Investing time and energy into gathering data about their experiences can be incredibly valuable in shaping your business decisions. Survey questions, focus groups, interviews, reviews, and other forms of asking questions to collect data can give you insights into what they like and dislike about your products and services. Asking a variety of questions can help you improve your offerings, increase satisfaction, and ultimately boost your bottom line. By staying up-to-date on their experiences, you can stay ahead of the competition and build lasting relationships with your target audience by collecting closed-ended and open-ended responses in their words and voice, then conducting voice of customer analytics. So don't be afraid to ask questions and collect data – it could be the best decision you make. 3. Analyze data - Utilize statistics or machine learning algorithms to uncover insights from collected customer data Voice of Customer analytics has become a critical component for almost every thriving business. By asking questions and then analyzing data, companies can gain valuable insights into the needs and preferences of their target audience, ultimately leading to better decision-making. Utilizing statistical techniques, programs, or machine learning algorithms, companies can effectively extract relevant information from these large data sets and use it to create meaningful strategies for growth. From predicting behavior to determining which products are selling best, voice of customer analytics can provide a wealth of information to help businesses reach their full potential. So, if you're looking to stay ahead of the competition, it's time to start leveraging the power of data analysis. 4. Create reports - Document findings in easily digestible formats such as charts, graphs, and infographics for easy comprehension by stakeholders In today's fast-paced business environment, effective yet concise communication is key. When it comes to documenting findings, it is important to present information in a format that is easily digestible for stakeholders. This is where charts, graphs, and infographics come in handy. Rather than presenting long blocks of text, visually engaging storytelling allows stakeholders to quickly understand key points and make informed decisions. At Driven to Succeed, we synthesize hours of market research into a concise graphic report that quickly shares insights in an engaging, memorable way. By creating reports in this way, you not only improve their comprehension but also enhance the overall effectiveness of your work. Whether you're presenting research to a client or reporting on progress to a team, incorporating charts, graphs, and infographics, is an excellent way to quickly make your point. 5. Draw conclusions - Use the analysis findings to make decisions about products and solutions Analyzing customer data is an essential process for any business that wants to make informed decisions about its products and solutions. By drawing conclusions based on this analysis, organizations can better understand what their target audience wants and needs. This information can then be used to shape their offerings, whether that be improving existing products or creating new ones altogether. By constantly analyzing data, businesses can stay ahead of the curve, ensuring they are providing the best possible service. Sometimes having an external perspective and the voice of a thought partner can lead to fresh conclusions. Because our Driven to Succeed team has first-hand experience as classically trained brand marketers at Procter & Gamble, Hershey, Cardinal Health, and Abbott, we uncover actionable market research insights for brands, then Translate Insights into ‘So What’ and ‘Now What’™. And in today's ever-evolving marketplace, this is crucial for any company looking to come out on top. 6. Monitor progress - Regularly assess customer sentiment over time to ensure changes are successful and address any issues quickly before they escalate further It's critical to monitor progress regularly and track sentiment to make meaningful changes that meet consumers’ evolving needs and expectations. By doing so, you can course-correct quickly if something isn't working as expected and prevent any issues from turning into bigger problems down the road. The ability to assess and adapt quickly is more important than ever in an era where loyalty is harder to achieve and easy to lose. So, make it a priority to check in with consumers regularly, so you can stay ahead of any potential concerns and keep your business moving forward. Companies that have used VOC analysis successfully Companies that want to be successful must use Voice of the Customer analysis to better understand their needs, preferences, and expectations. By collecting and analyzing their feedback, companies can gain valuable information on how they can improve their products, services, and overall experience. Here are three well-known companies that have done it well. One company that has used Voice of the Customer Analysis effectively is Apple. Apple's success with the VoC approach can be attributed to its ability to listen to its customers, understand their needs, and respond to them quickly. Apple consistently uses feedback to make improvements in its products and services. For example, the company's decision to remove the headphone jack from its phones was a direct response to to users’ preference for wireless headphones. Another company that has successfully used VoC analysis is Amazon. Amazon uses a variety of methods to gather feedback including surveys, product reviews, and customer service interactions. This helps Amazon to improve the experience by identifying issues and opportunities for improvement. Amazon also uses this data to anticipate consumer needs and create new products or services that better meet those needs. A third example of a company that has effectively used VoC analysis is Zappos, an online shoe and clothing retailer. Zappos's success in using VoC analysis can be attributed to the company's commitment to providing exceptional service. The company's customer service representatives are trained to listen carefully to consumers’ needs and concerns, in their own words and voice, and use that feedback to make improvements to products and services. This approach has helped Zappos build a loyal consumer base, and its VoC program has become a central part of the company's culture and strategy. Conclusion Overall, the key to a successful Voice of the Customer analysis program lies in identifying customer segments, collecting data, analyzing data, and creating reports. Drawing conclusions from the findings will help you make informed decisions about the products and services offered. Voice of Customer, also known as VoC, is a term used to describe the process of gathering and analyzing feedback to gain insights into their needs, preferences, and expectations. VoC analysis plays a critical role in understanding requirements and improving business strategies. By actively listening to customers' voices, companies can identify areas for improvement, create happier consumers, and foster long-term relationships. The importance of VoC analysis for companies cannot be overstated. It serves as a valuable tool for evaluating how customers perceive a company's products or solutions, enabling businesses to enhance satisfaction, increase revenue, and boost retention rates. VoC analysis has helped many companies find gaps in their current offerings and identify opportunities for innovation. By addressing these gaps, brands can better meet consumer needs and stay ahead of the competition. Follow six steps to create an effective VoC analysis framework: 1) Identify customer segments, 2) Collect data, 3) Analyze data, 4) Create reports, 5) Draw conclusions, and 6) Monitor progress. Additionally, many companies that have proven to be successful have taken the VoC analysis approach using a variety of tools, such as surveys, social media, feedback, speech analytics software, and online reviews and rating platforms. Finally, monitoring progress over time can help ensure changes are successful and address any issues quickly before they become too large. As such, companies may want to consider consulting with Voice of Customer experts, such as Driven to Succeed LLC, for further guidance on how to effectively leverage this powerful way to analyze customer feedback. Feel free to reach out for any additional information or assistance – we’d be happy to walk you through this process step-by-step! *** Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at Answers to your Voice of Customer Analysis Questions What is the voice of customer analysis? VoC analysis is a process for collecting and analyzing customer feedback to gain insights into their needs, expectations, and preferences. This feedback can come from a variety of channels such as surveys, social media, customer support interactions, and reviews. The goal of VoC analysis is to identify patterns and trends in customer feedback that can inform business decisions, such as product development, marketing strategies, and customer service improvements. By listening to the voice of the customer, companies can better understand and meet their customers' needs, ultimately leading to greater customer satisfaction and loyalty. Why is the voice of customer analysis important? VoC analysis is important because it helps businesses to understand their customers' needs and preferences, improve their products or services, enhance customer experience, and stay competitive in the market. What is the best tool for analyzing the voice of the customer? There are several tools available for VoC analysis, and the choice of tool depends on specific business needs and goals. Here are some popular tools: Surveys: Surveys are a widely used tool for collecting customer feedback. They can be conducted through email, website, or social media platforms. Social media listening tools: These tools help companies to monitor and analyze customer conversations on social media platforms, such as Twitter, Facebook, and Instagram. Customer feedback management software: These tools allow teams to collect and manage customer feedback from various channels, such as surveys, social media, and customer support interactions. Speech analytics software: This tool analyzes customer interactions with call center agents to identify common patterns and themes in customer feedback. Online reviews and rating platforms: These platforms provide customers an opportunity to leave feedback, ratings, and reviews. In conclusion, the best tool for analyzing the voice of the customer largely depends on the specific needs and goals of the business.

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  • Sales and Marketing Message Consulting | Driven to Succeed

    SALES & MARKETING MESSAGe consulting Everyday your brand is competing for customers' attention. 4,000 - 10,000 That's the average number of ads the average person sees in a single day. Source: ​ With advertising, you can't afford to miss the mark... trying anything and everything to see what sticks. Do you wish you knew the right marketing message to communicate, at the right time, to the right customer? helps your company grow market share faster with nuanced messaging for each customer segment BOOK A DEMO What We Do Write and test sales & marketing soundbites, including one-off customer feedback, with hundreds of vetted people from your target audience.​ What You Get The right messaging, by customer segment, at each stage of their buying journey. Plus, we can design new branded sales & marketing materials, or write a creative brief for your agency or communications department. Who Does It Powered by copywriters who have designed award-winning advertising campaigns, and statistical analysis for more confident decision making. Driven to Succeed is an award-winning global market research firm that helps mid-market companies & Fortune 500 brands uncover insights to innovate and grow. We combine the rigor of Fortune 500 branding in Consumer Packaged Goods, Healthcare, and Food & Beverage, with the speed & agility high growth brands need. SCHEDULE MEETING More Services

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  • Global Brand Research & Market Insight | Driven to Succeed

    Binders full of market research and data? Searching for insights among all the data? Looking for blind spots to drive brand growth and innovation? Global Market Research and CONSULTING Firm Driven to Succeed is an award-winning market research and consulting firm that helps mid-market companies and Fortune 500 companies uncover insights to innovate and grow sales, profit, and share. QUALITATIVE MARKET RESEARCH We lead empathy-rich conversations then Translate ‘So What’ into ‘Now What’™, deliver a visually engaging graphic report and 10-15 minute video highlight reel Learn More QUANTITATIVE MARKET RESEARCH We tap into a 60M person global database to gather data and validate hypotheses at scale via online and mobile surveys Learn More PROVEN AND TRUSTED BY LEADING BRANDS Over the past 20 years, our team has been hired by dozens of Fortune 500 B2B, B2C and agency clients Clients Consumer Packaged Goods Food & Beverage Healthcare Pharmaceuticals Multicultural & Diverse audiences across multiple industries And more INDUSTRIES WE’VE SERVED Our work spans multiple categories and industries across B2B and B2C brands Industries AWARD-WINNING FIRM Driven to Succeed LLC was named 2022 Class I Supplier of the Year by the Ohio Minority Development Council, the regional affiliate of National Minority Supplier Development Council Read More TESTIMONIALS "We spent four days doing an amazing process of Kaylie’s and we came away with three products that went to shelf." “I’ve gone through some research projects in previous decades, and we never really understood how to take action from the findings – so appreciate you leveraging your marketing experience to help us move forward! -Brent, Brand Manager -Julie, Marketing Content Manager “I heard people say things that have stayed with me for a long time.” - Janet, Market Research Manager “Our advertising is so much better at motivating consumers because we can communicate higher level benefits we didn’t know about before.” — Karen, VP of Innovation Advertising “This was one of the most successful projects we’ve done. The recruitment was impeccable, and the turnaround time was fast.” -Donna, Chief Marketing Officer “I was stunned when I learned how people actually shopped for our products. It turns out we have the grocery shelf organized all wrong. I’d call that a real insight.” -Mark, Senior Brand Manager Services Qualitative Research Quantitative Research Brainstorming Brand Strategy & Innovation Message Consulting FREQUENTLY ASKED QUESTIONS WHAT IS MARKET RESEARCH? What is market research? Market rese arch (also referred to as marketing researc h) is the prac tice of assessing the viability of a new product or service through research carried out directly with current and potential customers. Market research is both an art and a science. Qualitative research is a journey of discovery to learn as much as possible about a target audience, answer strategic business questions, and gain directional feedback on ideas, opportunities, and hypotheses. Whether the brand sells to businesses or consumers, we approach qualitative research as a conversation with people. The ability to build rapid rapport that leads to juicy insights is a superpower of the moderators at Driven to Succeed. Quantitative research is a more systematic approach to efficiently gathering feedback at scale with hundreds to thousands of people. Since the base size is generally much higher than qualitative research, results are more conclusive. This approach to research can validate or invalidate hypotheses, giving a business or brand team even greater confidence to make data-based decisions for the business. WHAT IS THE MAIN PURPOSE OF MARKET RESEARCH? What is the main purpose of market research? Market research gives you vital knowledge about your industry, brand perceptions, competitive environment, and target audience. Brand research can also inform you of how current clients and prospective customers view your business and even competitors. Most importantly, the outcomes of market research should inform innovation, sales, marketing, and business strategy. Several market researchers from Driven to Succeed are classic ally trained brand managers who have been responsible for P&Ls (profit and loss) of global iconic brands. O ur mission is to Translate Insights into ‘So What’ and ‘Now What’™ to help your brand grow, and to help more people thrive. WHEN SHOULD MARKET RESEARCH BE USED? When should market research be used? The re are many occasions where brand market research is useful: 1. Inspiring innovation 2. Expanding to a new target audience 3. Validating new products and services 4. Confirming that a target audience fits with new products and services 5. Discovering success, failures, and use cases of existing products and services 6. Influencing marketing campaigns 7. Positioning brand relative to competition 8. Measuring brand impressions 9. Deepening consumer and customer intimacy WHAT ARE THE BENEFITS OF MARKET RESEARCH? What are the benefits of market research? Including marketing research in your company’s strategic planning will equip you to keep pace with rapidly changing customer behavior and evolving environment in which your company operates. The most sophisticated companies use market research to stay abreast of trends, deeply understand their customers, and shape the future using “future-ready research.” After all, as Peter Drucker famously said, “The best way to predict the future is to create it.” ​ Some of the benefits of market research are: • Builds empathy and a deep understanding of the brand’s target audience • Helps co mpanies bolster their competitive market position • Helps identify your company’s strengths and weaknesses, as well as those of your competitors • Discerns potential possibilities and dangers, often referred to as opportunities and threats • Reduces investment risks through informed, data-based decision making • Prioritizes and identifies tradeoffs among different options • Provides revenue estimates to inform financial forecasts • Makes strategic planning easier • Aids in identifying new trends • Identifies customer unmet needs and demands • Informs sales and marketing messages Market research is a crucial element of corporate strategy and a key contributor to maintaining or gaining a competitive edge. WHAT IS BRAND RESEARCH? What is bra nd research? Brand re search is a process of combining formal data collection, empirical analysis and open-ended resea rc h to analyze both the brand’s reputation and visibility. The results will help your company to better understand the industry and your company's place within it. ​ To gain insights into how a brand is viewed, brand research examines many aspects of branding, such as your brand identity, vision, goals, mission, and brand positioning relative to competitors. It enables you to determine whether the public's impression of your brand aligns with your company’s vision of the brand and enables you to pinpoint areas that require development and greater distinction. A brand must be desirable, deliverable, and distinctive, that is, it must solve a need that the target audience wants and is willing to pay for, in a way that is unique and better than the competition. ​ Reputation and visibility together create a brand. Having a strong brand means your company is well-known within its target market and has a solid reputation for a particular area of competence. If your company wants to grow faster and be more profitable, conducting brand research will provide an evidence-based foundation on which to build a solid strategy. WHY IS BRAND RESEARCH IMPORTANT? Why is brand research important? To assess the health of your brand and learn more about how yo ur current and prospective customers view it, brand research is key. You may obtain a competitive edge and improve the positioning of your brand to draw in more customers by continuously performing brand research. Branch research can help your company: • Measure brand awareness, usage, loyalty, and associations • Understand con sumer sentiment and preference toward your company, brand, and competitors • Unlock deeper insights, strengths , and risks into your brand’s overall health • Improve efficiency of mark eting and media spending • Gain clarity about what your customers need to drive innovation • Identify opportunities to build emotional connections with your customers WHAT ARE THE TYPES OF MARKET RESEARCH? What are the types of market research? There are numerous types of market research, including but not limited to: Qualitative research • Focus gro ups bring together a small group of people to answer open-ended, discovery-oriented questions in a moderated setting • Ethnography research is the study through direct observation of people in their natural environment, for example, their home • Digital diar y is an “in the moment” user experience research where people use their mobile devices to self-report their in-the-moment activities, thoughts, and feelings around the research topic • In-depth interviews occur with an individual or circle of friends to deeply explore their points of view, experiences, feelings, and perspectives in person, by phone, or virtually • Shop-alongs is one-on-one observational research where a moderator interviews a person during a consumer shopping trip • Concept labs is an iterative process that exposes consumers to a written concept, and gathers feedback on key messages, perceptions, likes, and dislikes so the client team and moderator can make revisions to the concepts in between sets of groups, then repeat the research with a new group of respondents with final concepts. • In-home usage tests evaluate the use and performance of a product in a setting more consistent with how the product might normally be used by consumers Quantit ative research • Online and mobile surveys are a set of carefully designed questions to gather feedback from hundreds to thousands of people. Online surveys can be used to measure and gather feedback on: o New product or service ideas o Advertising images and videos o Product claims o Pricing o Brand equity o Brand impressions o Shelf placement o Product packaging o Drivers of purchase o Consumer segmentation o Jobs to be done o Voice of the customer o Concept tests, which evaluate an idea and measure the appeal, acceptance, and willingness to buy with a brand’s target audience prior to launch Mixed methods research combines both qualitative and quantitative research methods to gain deep insights through empathy-rich conversations, then validate findings at scale. WHAT IS BRAND QUALITATIVE RESEARCH? What is brand qualitative research? By carefully studying how consumers feel about a brand, qualitative research provides context on what motivates such feelings and their associations with it. Questioning can further elicit behaviors, brand perception, opinions, and attitudes because qualitative research is frequently a process of engaging in small group, or one-on-one conversations. In qualitative market research, customer motivation is identified by combining careful observation, curious listening, and empathy face-to-face in person or virtually. ​ Respondents leave clues, and a good brand research moderator can detect the unspoken. At Driven to Succeed, we have a head for investigation and logic, and a heart for empathy and insight. One of our superpowers is having an “AHA detector.” We lead the conversation using a client-approved discussion guide and have a knack for probing deeper to understand what’s not being said. Often, that’s where the richest, most inspiring insights reside to drive growth and innovation for your brand. WHAT MAKES A GOOD MARKETING INSIGHTS? What makes a good marketing insight? Marketi ng insights give companies a deeper understanding of consumers, customers, competitors, and their respective industries. Unlike data or information, a good marketing insight is relevant, leads to specific actions, and is previously unrealized, leading to “AHA moments” to impact and benefit the business strategy. It combines life and work experiences with data that has been systematically collected and analyzed. Marketing insights are important because they: • Help companies better understand what their customers want • Provide improved and more personalized customer experiences • Allow companies to outsmart their competition instead of outspending them • Maximize return on investment (ROI) by helping companies make decisions that will reduce costs and boost results WHAT ARE KEY MARKETING INSIGHTS? What are key marketing insights? Marketing insights can be attained through marketing analytic tools and useful reports. Some examples of key marketing insights are by observing: • How customers respond to your company’s marketing messages and content • Which paths customers take in their decision-making • Logical and emotional factors that influence consumer decision-making and brand perception • Where customers come from • What influences customers to buy or reject a brand • Why customers leave for competitors

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