Today, customers are faced with more choices than ever before. Your organization is working hard to attract new customers and retain the ones you already have relationships with. If you want to understand what drives customer choice, experience and loyalty, market research can be an invaluable tool.
There are many kinds of market research, but most fall into one of two categories: Quantitative market research and qualitative market research.
Quantitative market research uses broad tools like surveys and polls to provide hard numerical data about customer buying behaviors. In contrast, qualitative market research employs impromptu interviews, focus groups, mystery shopping and other techniques to gain deeper and more subjective insights into complex market issues such as behavioral loyalty.
While many market research firms specialize in either quantitative market research or qualitative market research, actionable data is most effectively derived when these methods are used in concert. Since only the combination of both broad and deep insights delivers a truly three-dimensional view of the market and your customers, you may want to choose a market research consultant with proven capabilities across both qualitative market research and quantitative market research. Discover the insight that Maritz Research can bring to your organization, contact us today.
Successful Qualitative and Quantitative Market Research
Effective qualitative market research and quantitative market research delivers sophisticated insights into the three integrated dynamics that are crucial to understanding your brand and its marketplace perceptions: Choice, experience, and loyalty.
Choice focuses on why customers pick your brand. Our experience explores what happens when customers interact with your brand, and loyalty focuses on understanding why customers continue to do business with your organization.
Choice, experience and loyalty are all integrated, and successful qualitative market research or quantitative market research programs will expand your understanding across each of these three dynamics. In combination, these viewpoints will deliver actionable insight into your customers and your marketplace.
Maritz: Your Market Research Expert
For more than 30 years, Maritz has delivered sophisticated and actionable quantitative and qualitative research to clients in the Fortune 1000. We’re ready to do the same for you.
We’ll help you understand your customers, learn how valuable each one is to your business, and understand how they view your brand. Armed with that information, you’ll be able to foster loyalty and create brand advocates.
If you want accurate and timely information about your customers – measure delivery of your brand promises, and connect with customers in meaningful ways – you want market research from Maritz.
Effective qualitative market research and quantitative market research is the key to understanding, winning and keeping your best customers. To use market research to your advantage, contact Maritz today.
Travel Incentive Companies
Employee Reward Recognition
Customer Loyalty Marketing Research
Pharmaceutical Meeting Planner