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We have expertise in many areas of corporate strategy and strategic marketing, including
Strategic Market Research and Analysis
- Select the proper research methods and venues: in-person, phone,
Internet, focus groups, tradeshow and conference
- Design and conduct primary research
- Review and synthesize secondary research
- Draw conclusion that incorporate the data and insights
- Understand customer satisfaction and loyalty
- Recommend changes in products, markets, channels or leadership
- Establish system for ongoing customer and stakeholder research
Projects in this area
- Conducted a major research project that allowed an Internet
company to identify and segment its customers, price appropriately
in different channels, understand the evolution of customer needs
and build a strategic plan for growing its business.
- Led a start-up in its definition of product and market,
including key requirements for success and targeting of major accounts.
Conducted primary market research on thousands of client customers,
defining the key information needs and reporting requirements, and
completing a final website report for each client.
- Conducted a profile of the performance software industry and
the client's top competitors. Discovered and detailed competitive
advantages over the other software offered and recommended the best
way to gain market share and position the client in this software arena.
- Researched and provided a clear picture of the university market
for a live eLearning company that sold primarily to businesses.
Described the market overlaps and synergies, and identified where
and how this company should enter that new market, and how this new
target market fit into their company strategy.
Some of the many technology areas in which we have worked, are listed here.
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"We have found The Hanson Group to be of great help in gauging customer
responses to new products and uncertain markets. Their ability to bring
unbiased market intelligence to the table has allowed us to proceed with
confidence. They help minimize the "build it and they will come" fallacy
often found in technological enterprises."
Shane Dickey
formerly VP Engineering, Grid.
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