Research & Insight
MARS have a standardize marketing research methodology. For a standard subject of marketing research, we can do it in a short time period and client will get some input when designing the research.
The standard marketing research were as follow:
1. Customer Satisfaction & Loyalty Research
The objective of this research is to measure level of customer satisfaction and loyalty to the brand they are using, and finding which factors that influence their feeling and attitude. Therefore a brand manager could decide the strategy to increasing their customer satisfaction and loyalty, and retention.
2. Brand Equity Research
The objective of this research is to evaluate and tracking the brand performance in the market. The measurement on brand performance is not market share only, but also brand and advertising awareness, market knowledge, preference, intention to buy, usage and up to adoption. The brand manager will have a better understanding and could propose the best strategy to develop their brand performance.
3. Service Quality Research using Mystery Shopping
The objective of this research is to monitored and evaluate branches service quality by sending a mystery shopper, a person who acting as a real customer. They will observe objectively all kind of services they have got from the front liner officer and then recorded in their mind. To get a true evidence, now days a small recorded or hidden surveillance camera are common to use.
4. Pricing Research
The objective of this research is to get:
1) The price range of the product that could use as a “play area’
2) The optimum price
3) The demand size in every price level.
5. Catchments Area and Customer Profiling Research
A business type which in their development are very depend on where it is location such as super market, mini market, hyper mart, department store, hospital, mall and others, will have catchments area that called as Ring (R) 1, R2 and R3, which is 80% of business income is came from that circle. The size of median ring is measure by time and distance. Understanding about potential and customer behavior in catchments area, it is helpful to create strategy to optimize marketing program.
6. Brand Communication (Advertising) Research
The objective of this research is to evaluate the effectiveness of communication programs, advertising and others. Communication effectiveness is indicated from market understanding level of brand, preference, intention, trial, usage, and adoption. This research will help a brand manager to find the problem resource of their brand performance.
7. Market Segmentation Research
The objective of this research is to understand and explore the market sharply. The differences with others market segmentation methodology is MARS not using pre determined variable, but base on all market data. In this methodology all variables which is possible to be a segmentation variable is exploration and analyzed by post-hoc to find the variable which segmented the market significantly.
8. Customer Behavior Research (Usage, Attitude & Image Study)
The objective of this research is to deeply understand the customer and non customer especially about their perception (cognitive), feelings and attitude (affective), intention and behavior through their own brand or competitors, substitute and complement product. Therefore a brand manager gets a clear map about their market and customer, and they can go to the right way.