The Role of Research in 2010

While some marketing categories are experiencing cutbacks, there is one category that is experiencing double-digit growth and is expected to continue to do so in 2010: research.

There is a clear reason why the research department of The EGC Group has executed more consumer studies this year than in previous years. Never before has consumer perception and behavior changed as quickly as it has over the last 18 months. Brand studies we’ve executed for a number of clients have shown dramatic shifts in customer preferences and media habits—some changing in as little as 12 months. Due in part to the changing economy, consumers have changed, and marketers want (and need) to know how and what they can do to stay connected.

Current research products offered by EGC include the Industry and Market Report, The Brand Essence and Positioning Evaluation, and The FastTrack Online Study. EGC has also recently introduced cost-effective and efficient research packages that assist both small companies as well as the largest market leaders with better customer insight.

The EGC Channel Analysis:
EGC Channel Analysis identifies opportunities to increase sell-through at your distribution channels via a custom sales report. EGC’s turnkey retail research identifies what markets represent the most sales opportunity and scores each of your locations by sales potential. Whether it be an independent dealer network or mass chain, EGC can identify your strengths and weaknesses in each channel.

The EGC Customer Finder:
What does the person who is most likely to buy your product or service look like? And most important, where are they? Using a custom mix of PRIZM NE, Claritas, and custom research data, EGC creates a customer snapshot and then finds others who look, and most importantly, SHOP, like your target. EGC then provides a “heat map” of where your prospects are. EGC can also identify how to best target them, cost effectively and efficiently.

Sales Promotion Intelligence Report:
Are your sales, rebates and sales promotions introducing new customers to your brand, or are they being fulfilled by people who would have purchased anyway? EGC can help analyze your sales promotions and find out what promotion is most likely to work, who is responding, and what sales promotion will most likely trigger the brand-switchers.

At no time in recent history has research been quite as critical a component of a marketing plan as it will be in 2010. To make sure you’re speaking to your customer in a way they can relate to tomorrow, contact EGC today.

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