Research and Consulting in Business to Business
Market Probe Understands the Complexity of Business to Business Research Issues
For the B2B enterprise, profitability may hinge on the loyalty of a few key accounts. Or turn on the purchase choices of a few high-level decision-makers. Knowing the minds of these customers is essential to the health and well-being of your business.Market Probe's dedicated B2B interviewers are specially trained in recruiting and interviewing the hard-to-reach, high-value executive respondents whose views and opinions your business needs to understand.
Our research experience with B2B clients spans business sectors that include Finance and Banking, Service, Manufacturing, Agriculture and Animal Health.
And our survey capabilities are wide-ranging and far-reaching, with extensive local language capabilities in markets worldwide.
From brand equity to new product development to market penetration and market share, as well as customer satisfaction and loyalty, Market Probe can help you better understand the needs of your customers — and your perceptions of your brand.
And Market Probe's consultants can recommend strategies for putting the research insights to work for your business.
Market Segmentation
As many companies are offering more product and service features, the importance of targeted marketing grows. One analytic technique that can assist companies in developing more focused strategies to marketing is segmentation. The goal of segmentation is to find profitable subsets of customers who share similar wants and needs. Market Probe utilizes several analytical techniques to assist in the identification of clusters including Clara, k-means, hierarchical and latent class methods. Clustering ensembles can be used with the prior methods to provide a more robust and stable solution.
Product Development
Creating new product prototypes and analyzing results from test markets can be an expensive proposition. Conjoint techniques are a viable alternative in many instances which require far fewer resources but at the same time provide realistic results. The basis for conjoint analysis comes from utility theory where a client is asked to choose their most preferred bundled product or service as described or shown on a survey. Using statistical techniques, the utility of each of the product’s features can be ascertained. From the statistical analysis, we can determine what product offering would be most successful for all customers at a given price level. Additionally, simulators can be developed to estimate share of preference for each new product. Market Probe utilizes a variety of conjoint techniques including discrete choice (a.k.a. choice-based conjoint) with Hierarchical Bayes (HB) estimation techniques..
