E-RM:E-Research for Marketing

Support for Market Planning, Strategy, Product and Program Development

Bart D. Zehren2009 Harrison St., Ste. 504

Evanston, IL 60201+1 847.864.7159

bz@your-research-resource.com

Are You Engaging in‘Risky Business’?

• YES, if you’re “guesstimating” your way through such issues as: Which innovations, new ventures, products or services will the market

accept, perhaps even embrace? In this difficult economic environment, what do consumers demand in

terms of brand performance ? What communications strategies and messages are best during times of

stress and economic pressures?

With timely information from customers, you can move ahead with sure-footed confidence, built on: Timely, confidential and proprietary market insights Forward looking plans based on feedback from targeted prospects and

customers

E-RM Can Help You Gain New Understanding of Key Markets

• Use this new market understanding to screen concepts, or strategize for success:

– How do key market targets perceive their own needs?– What attractive, new or unique message opportunities can be

identified?– Which new ideas have the most immediate and durable

market potential?– How might a concept with little potential in current form be

rejuvenated to better meet market “needs and wants, whims and wishes”?

Harness E-Research: Flexible, Fast, Convenient, Objective and Powerful

• Respondents can be any stakeholders with e-access– E-connected employees, members, customers or prospects

worldwide, be they consumers, businesses or institutions– Sales and service agents, brokers, dealers, retailers, service

providers or any other type of channel partner– Anyone with minimal web literacy can participate with ease

• But sampling issues MUST be carefully considered– Is the population to be sampled confined to computer and email

literate individuals?– Is a broader market sample needed that must be acquired as a

separate cost item?

Samples of E-RM Online Surveys

For two E-RM Examples, one B2C and one B2B,Click these links or Copy/Paste to Your Browser:

www.your-research-resource.com/surveys/marketing/sample.htm

http://www.surveycrafter.com/interim1/surveys/e-rm/demo.htm

On the next two slides are some remarkably insightful

findings from an E-RM survey of book publishers.

What Customers Value:Quality - Price - Service

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Quality Price Service Attitude Capabilities

Quality, Price & Service Demanded, Not Delivered; #1 Brand Image: Capabilities

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Relative I mportance

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Attitude Capabilities

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Image of Brand X

Quality Price Service

Attitude Capabilities

Do It All In A Flash:One Stop Service and Accountability

• Sure-footed project execution and sage advice from a skilled, knowledgeable market researcher– Applies skills based on diverse client experiences, e.g., CPG, banking,

book publishers/marketers, professional associations, an online auto marketer, utilities, etc., and by partnering with marketing/ad agencies

– Pin-points the analysis to your key decision issues

• Single-source accountability; full service research capabilities– Project design and turnkey administration of online surveys, with web

hosting, plus comprehensive analysis and reporting– Capable in-depth interviewers for qualitative, exploratory research in

specialized business or institutional market sectors– Valuable insight from an experienced analyst with decades of expertise

Examples of E-RM Capabilities• E-RM provides clear ACTIONABLE information

– Qualitative or quantitative market assessments yielding helpful insights for developing new product/service concepts

– Market evaluations of existing and new brand Positionings and communications campaigns

– Tracking customer allegiance - not just “satisfaction” - via versatile, efficient and comprehensive CRM modeling that’s also easy to administer

– Measuring price/value sensitivity with point optimization– Automated online probing of selected open end queries– Formal and informal presentations, executive summaries, full

and detailed reports

Differentiating Commodity Products

• Examine and define your products and services from your buyers’ viewpoints

• Probe buyers’ “Whims & Wishes”, not just their “Needs & Wants”

• Develop and test innovative concepts, new messages

• Affix product attributes to deliver potent benefits

• Build an effective marketing mix for success

Whims &Wishes

Wants

Core Needs

Smooth Sailing - When You Know Your “Clustomers”

• Identify and describe your key customers

• Define their key needs, behavior and motivations

• Uncover whims & wishes to attach brand indicators

• Divide your customer base into “Clustomers” based on brand indicators

What Drives “Delighted” vs. “Disappointed” with Your Brand?

• That’s just what E-RM’s “Tripartite CRM Modeling with Bifurcated Curve Fitting” reveals– If you’ll pardon the jargon

• Identifies “drivers” of three key relationship criteria:– Overall Customer Base– Delighted– Disappointed

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Example of an E-RM Report

To see the report from the Treasury Career Development Survey, click this link:

http://TreasurySurvey.googlepages.com/

Benefits of Customized Market Research Projects

Ö With reliable market information you can plan, manage and control the much larger operating and marketing budgets and programs more effectively.

Ö With a knowledgeable research resource involved, you gain an added advantage in assessing value and productivity of alternative marketing/customer programs.

Ö You gain insights about new business opportunities and revenue generators in an otherwise difficult economic downturn that will surely impact demand for some products/services more than others – but which are which?

Thank You

E-RM welcomes your inquiries and suggests a meeting to discuss your situation.

Call at your convenience for a consultation:

Bart D. ZehrenE-RM: ”Your Research Resource”2009 Harrison St., Ste. 504Evanston, IL 60201+1 847.864.7159bz@your-research-resource.com

Website: www.your-research-resource.comBlog: http://your-research-resource.blogspot.com