Market & Audience Research

Who this is for

A company selling to everyone, which usually means selling convincingly to nobody. Or one entering a new sector, launching something, or working from assumptions inherited from whoever ran marketing three years ago.

It is also the right first step when a website or a campaign keeps not working, because one common reason is that it is aimed at a buyer who does not exist in the shape you imagined.

What you get

• Segmentation: who your market actually divides into, and which segments are worth pursuing
• Ideal customer profiles, built from your own best clients rather than from a template
• Buying triggers: what makes someone start looking, which is when you can influence them
• The decision path: who is involved, in what order, and what each of them needs to hear
• Competitor teardown: how the firms you lose to position, message and present themselves
• Search and channel demand analysis: where the demand already exists and where it does not
• Written findings with recommendations, in a document your whole business can use

How it works

1. Kick-off. Your own data reviewed: clients, wins, losses, pipeline
2. Interviews with your team, and where possible your customers. Desk research and competitor work
3. Demand analysis. Findings assembled
4. Written up, presented, discussed

What we need from you

• Your customer data, however messy. Won and lost deals are the most valuable thing you have and the most commonly withheld
• Two hours with whoever sells. They know things nobody has written down
• Introductions to three or four customers, ideally including one you lost
• Honesty about what has not worked. Failed campaigns are evidence, not embarrassment

What this is not

• Not a survey. This is research into your market using existing data and interviews. Original fieldwork published as an asset is an Insight Report, and it is a different product.
• Not messaging. This tells you who and why. What you actually say to them is Positioning & Messaging, and most companies need both.
• Not a strategy document that sits in a drawer. If nothing downstream is going to change, do not buy it.

Price and terms

£4,000. Half on signature, half on delivery. Interviews and desk research included. Any paid data or panel costs are separate and agreed beforehand.

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