Marketing research is one of the most important ingredients of a successful enterprise. It is essential for effective marketing planning and includes an intimate understanding of the markets, competitors and competitive products.
Key Knowledge Components: Product definition. Market definition. Marketing mix.
Typical Engagements: Market space definition. Segmentation studies. Buyer and consumer needs studies. Marketing mix evaluation. Competitive analysis. Competitor evaluation. Technology assessment. Technology forecasting. New product development processes. Pricing studies. Channel analysis and evaluation. Marketing communications studies. Position studies. Executive briefings.