Research interviews, also known as in-depth interviews or IDIs, are one of the best ways to learn about your customers. The one-on-one interaction is suited to sensitive topics, such as discussing personal information and motivations, changes in household plans, finances,…
On our way into 2022, I can reflect on 2021 with the safety of time since the turn of the year. While 2021 was not my favorite year, it was better than 2020 by miles. Here are the highlights of…
Unique community concepts in residential real estate do not come along often for most builders/developers. The need for pre-design research and pre-sales marketing increases when something unique is on the drawing board. Knowing the differences between the role of research…
Building homes and designing communities make for interesting challenges. While other consumer products may have an emotional component, no other consumer product possesses the complexity and emotion packed into the very idea of “home”. Homes and communities hit or miss,…
Many small- to mid-sized companies overlook the value of conducting market research when planning their marketing strategies, leaving significant risk in the design of the marketing plan. Consumer research is all about asking customers, or the right prospective customers, what…
Most for-profit companies go into business believing they will be successful. Companies are launched with the belief their product or service is in demand; that they will grow and be profitable. Some succeed, others fail. Adding market research as the…
Marketing strategy’s secret weapon is not all that secret. When you need customers, the feeling that it’s better to be “doing” and figure out what works as you go along can seems right. The siren song of “we’ll just put it…
How to stand out in the marketplace, the art of the differentiation strategy and being different from others in a meaningful way, has been this month’s topic among clients and friends. Many of our clients are in building, construction or…