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Marketing Research Solutions That Work 1

By Paul Richard McCullough

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Dear fellow marketer or marketing researcher:

In today’s economy, with shrinking budgets and delayed projects, it’s more important than ever to provide your clients with unique, practical solutions to their marketing issues. That is, to provide solutions that increase sales.

MACRO Consulting, Inc. has been developing unique, actionable research solutions ever since opening the doors in 1987. We pride ourselves in being creative methodologists, always striving to create study designs and analytic plans that are state-of-the-art yet also yield down-to-earth, practical answers. If sales don’t increase enough to pay for the research then we haven’t done our jobs (and you haven’t done yours).

Some of the unique and successful approaches we’ve developed over the years are:

  • Media Mix Models that tell you which media are increasing sales and which are a waste of money.

  • Brand Driver Analysis that removes brand halo so you can see what is really driving brand preference (and what isn’t).

  • Conjoint models that not only tell you what product features your customers want but also what attitudes and perceptions drive specific feature preferences.

  • Segmentation solutions that identify groups that have maximally different hot buttons, brand preferences and purchase behaviors, directly leading to actionable strategic marketing plans.

  • Design research (packages, logos, corporate identities, etc.) that measures both conscious and subconscious visual communications so you can identify the design that will increase sales, not just win industry awards.

If you’d like to discuss how state-of-the-art marketing research techniques can be used to create practical, actionable answers that can be expressed so clearly even the chairman of the board can understand, please feel free to contact me by email or telephone. I’d like to help.

1 A version of this Newsletter was sent to our subscription list in December, 2009.

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