Market Research
HawkPartners believes in the importance of providing fact-based guidance to our clients to facilitate decision-making and actions. Consequently, many projects begin with a foundation of primary and/or secondary market research that not only captures current market dynamics but also projects future trends. HawkPartners has expertise conducting both qualitative and quantitative marketing research globally.
Our research capabilities support our clients’ efforts to develop and implement marketing strategy, as well as to assess its impact.
 |
|
|
|
|
Brand Tracking Research
Marketing executives are now required to demonstrate the return on marketing investments. Brand tracking research is one way marketers can quantify the ROI of their brand-building activities. HawkPartners works collaboratively with our clients to develop a set of success metrics rooted in business goals that can demonstrate the causal link between customer attitudes, behavior and ultimately business impact.
Buyer Value Research
A critical first step in any marketing initiative is to understand customers’ rational and emotional needs and how these needs influence customer behavior. This research – either qualitative or quantitative – can also be used to define customer requirements and to assess how well your current value proposition fulfills addresses customer needs. HawkPartners specializes in conducting such research among sophisticated business-to-business audiences such as C-level decision-makers, physicians, and institutional/high net worth investors.
Communications Testing
In order to deliver breakthrough value propositions, marketers must understand target customer reactions to proposed messaging and executions. HawkPartners conducts qualitative or quantitative research to help marketers determine the most compelling advertising/creative concepts, as well as to enhance the effectiveness of current communications.
Segmentation
Segmentation enables more efficient and effective use of sales and marketing resources. However, HawkPartners’ experience with Fortune 500 clients suggests that customer segmentation strategies are rarely implemented. Getting segmentation right is hard – and requires superior strategy and planning, senior management buy-in, flawless market research, and focused implementation. HawkPartners has the skill and experience to “operationalize” segmentation – leading to significant improvements in sales and marketing ROI.
Won/Lost Analysis
A key factor in improving sales effectiveness is understanding how to convert opportunities into closed sales, which requires knowing the real drivers that are causing deals to be won or lost. HawkPartners partners with our clients and their sales organizations to conduct a systematic review of won and lost opportunities to understand the root cause purchase decisions and ultimately to improve win rates.
Competitive Intelligence & Benchmarking
In order to maintain marketplace leadership, marketers need to not only understand but also anticipate competitors’ strategy and tactics. HawkPartners conducts a deep analysis on your competitive landscape to identify key marketing trends and best practices. We exhaust all secondary and industry sources, including financial analysts, company reports, trade publications, on-line sources and syndicated research, and verify information through customer/influencer interviews, as needed. The resulting insights can be used as a catalyst for change within your organization.
“Futures” Research
Another critical factor for developing successful and lasting marketing initiatives is anticipating future market change. However, “predicting the future” is complex, and is often not possible using standard research techniques. HawkPartners has expertise in innovative research techniques – including lead user analysis, choice modeling, and Delphi panels – that enable marketers to better anticipate and prepare for the future.
Thought Leadership & Key Trends Research
Market research not only informs strategy development, but also can provide marketers with information to develop proprietary intellectual capital. HawkPartners helps our clients to prioritize key issues to explore, and executes qualitative or quantitative research to gain a deeper understanding of these issues. We then use these insights to help our clients develop communications such as white papers, press releases, advertorials and sales collateral.
