Market Research
Data are king. With the right data you can engage constituents and modify perception and behavior. Without the right data, you could spend a lot money and time peddling products & services that are at best misaligned with constituent needs and perceptions or at worst completely out of the ball park. For example, is the "here-to-remain-anonymous" hotel chain that positions it hotel as the tallest in the world likely to get you to make a reservation simply because their hotel is tall?

Serfwerks market research services triangulate your perspective with that of your customers and your competitors. Understanding your marketplace from a 360º gives you the edge you need to succeed. From surveying to focus groups and interviews, Serfwerks develops a range of research strategies and tactics to uncover your constituent's most salient concerns as well as identify opportunities within the competitive dynamics.

Serfwerks has provided research services to many companies, including the following (click on the link for a full description):

• Med USA
  Serfwerks used formal surveying of customers, content analysis of competitive marketing strategies, and statistical analysis of findings to help this provider of medical billing services identify it's customers' salient hot buttons while distinguishing itself from its competitors.
• SKS Petroleum Distributors
  Upon realizing that it needed to improve its customers' perception, but not knowing how, this petroleum distributor turned to Serfwerks. After procuring a participation rate of 40% in customer surveys, Serfwerks used quantitative analysis techniques to uncover significant differences in customer perception between the various levels of product/service usage. Identifying those differences was the first step to improving value perception and increasing inside sales.
• Mälstrom Salon
  Without the budget to conduct extensive customer research, this owner-operated salon used Serfwerks to provide a statistical analysis of previous performance data. The analysis identified that to make a significant improvement in revenue, the salon would need only increase the number of patrons served in a day by 14. Furthermore, content analysis of employee interviews shed important light on operational inconsistencies that can now be improved.
• University of Utah Office of Professional Education*
  Targeting the right individual within any organization can be challenging. Getting that person to engage in the communication process can be more challenging. The Office of Professional Education looked to us to do both. A series of dyads (one on one interviews) with key decision makers not only allowed us to identify the correct individuals to target, but also provided an opportunity to co-opt them into providing invaluable product offering insight.
• Utah Power Credit Union*
  When debating a name or branding change, equity is everything. Although somewhat nebulous to gauge, we used triangulation techniques in a survey of approximately 2,000 members to evaluate the credit union's name and brand equity and make data-backed recommendations.

More About Market Research

Market Research Case Study

"Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders."

*Performed by Serfwerks' principal in conjunction with another agency.