Market Assessment

Understanding your competitive environment and where your brand fits in – it’s probably the most commonly requested research service, and the most important to a brand’s survival. Our combination of business strategists and research expertise mean we’re ideally equipped to answer these crucial questions.

Segmentation studies, which allow you to identify high value target customers and the behaviors and emotions that they hold in common – should form the backbone of marketing strategy. Done correctly, these studies present clear, differentiated portraits of your customers and become a constant point of reference internally in the development of new products and communications. In essence, they become a living, breathing window into what your customers want and need.

We regularly conduct concept tests as well, gauging not only consumer affinity to a concept, but how likely they are to talk about it, buy it, and believe that it conveys the broad series of emotional and functional benefits they’re looking for. When overlaid on a segmentation, concept tests demonstrate whether your high value consumers also see the benefits of your current and potential offerings.

If you’re seeking to better understand your high value consumers, or to test new concepts in a holistic way that unveils their true feelings across a broad range of key metrics, call Kelton.