We Uncover How People Think and What Motivates Their Behavior

The importance of marketing research cannot be underestimated. Done properly, it can give you the tools you need to increase your leads, grow your revenues and enhance your customers’ satisfaction. The marketing research process varies, depending on your objectives. We have a rich set of methodologies, using a wide variety of tools and processes, which are incorporated in the four major types of marketing research examples below.

Decision Making Research uses a variety of qualitative research methods that we update continually using the latest advancements in research knowledge.  We incorporate this knowledge into our range of qualitative efforts including:

— Focus groups
— In-depth interviews
— Case study techniques
— Observation (including usability testing)
— Document review
— Brainstorming
— Personality associations
— Sentence completion exercises
— Visualization and drawing techniques

Quantitative research involves the collection and coding of data for numerical analysis.  The most common form of quantitative research we offer typically involves surveys of one or more groups of individuals.  We then use a variety a statistical techniques to analyze the data including:

— Frequency and percentage analysis
— Gap analysis
— Correlation analysis
— Regression analysis
— Factor analysis
— Segmentation analysis

Decision Making Research has long been recognized for its proprietary branding analysis – the ACETM Framework. This methodology is based on a deeper understanding of what motivates customers to buy, going beyond the obvious surface level motivations.

— It is multi-level, not flat.
— It is more penetrating and uncovers more persuasive message elements.
— It makes your marketing and sales jobs easier – you will know for sure what to communicate.
— Guesses are replaced with facts.
— Modest budgets deliver more power.

Decision Making Research has helped numerous companies and associations with developing new products and services.  DMR’s founder, Dr. Mary Beth Merrin, has served as an adjunct professor teaching New Product Development and Innovation to MBA students at the George Washington University Business School.

A variety of methodologies are used to address a full range of topics including:

— Concept generation
— Problem–based ideation
— Value–based criteria used to assess existing needs
— Concept evaluation and testing
— Target market assessment
— Sales forecasting
— Product use testing

Discovering How People Make Decisions

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