Research to Support Market Monitoring

Most companies have methods of monitoring their business.  Some rely strictly on internal data (e.g. sales statistics, revenue, production, etc.) but many also keep a finger on the pulse of the public or their clients with surveys of various kinds. 

Once a decision has been made to introduce or modify a product, and after product and communications have been developed, and sometimes after very costly marketing efforts have been implemented, management needs to sit back and ask: "How are we doing?"  "Are we going in the right direction?"  "Should we be doing anything else?" "Should we continue with our current marketing strategy, or change it?"

The following types of research can address the above issues:

• Sales audits

• Consumer surveys among buyers and rejecters to measure product satisfaction and purchase/repurchase intent

• Tracking awareness of product and advertising

• Product image and corporate image tracking

• Social opinion polls (as necessary)

• Perceptual mapping and segmentation studies

D. Frank Research can conduct the necessary research to keep management fully informed of their market position.