Market
Harris Interactive’s Market Assessment solutions provide a cohesive understanding of markets — both the ones you operate in now and ones you may want to enter. We help you assess the individuals who participate in your markets—their needs, wants, characteristics and behaviors. Beyond this, we help you comprehend how individuals interact with brands and products, providing a detailed description of your market’s texture and any accompanying opportunities.
Our solutions rest on four pillars, each providing insight into critical strategic marketing issues:
- The Individual: How can I target my products most effectively? What are the characteristics and needs of those who are my best potential or actual customers? What groups of consumers should I avoid marketing to?
- Competitive Landscape: What organizations participate in this market? What do the individuals who purchase and use their products and services think of them? How do their strengths and weaknesses compare to yours? Do their stakeholders advocate for them?
- Market Structure and Size: How are products and services used in this market depending on situation and occasion? Are there gaps in the market that your products or services could fill? How large is the market in total?
- Reputation Audit: What is the current reputation measure for your brand and how can it best be increased?
Why Harris Interactive
- Over 30 years of experience in Market Assessment
- Deep industry expertise coupled with unparalleled survey design and respondent measurement tools
- Proprietary, innovative techniques
- Cutting edge qualitative tools such as Advanced Strategy Lab (ASL)
- Deep quantitative analysis through Strategy Cube
- Social Media Monitoring and On-Line Communities
- Global reach in analyzing markets
Products
Today’s product developer faces an increasingly challenging marketplace. Limited internal resources and budgets, an increasing need to move rapidly to market, brand names whose equity is stretched to the breaking point, and demanding buyers all make the risks and payoffs from new product development larger and even more uncertain than in the past.
Harris Interactive provides you with a flexible suite of traditional and innovative New Product Development solutions designed to help you meet the unique challenges of today’s marketplace regardless of your industry.
We assist you in answering such questions as:
- What new products or services would buyers like to see? What ideas are being discussed by bloggers and other Internet participants?
- Which of your new ideas for products are most engaging and interesting to buyers and thus should move forward for future development?
- How large is the market for your new product(s)? Does it consist primarily of people who like your brand already?
- Which features must your product have? Which elements can make it a truly unique and appealing offer?
- How should you package your product so as to maximize shelf appeal? What is the best pricing strategy to follow? Are you offering the best possible line of products or should you add or delete some?
We work with you to take into account the impact that corporate and brand positioning may have on how your innovations are perceived by buyers, how the needs and requirements of buyers may affect their reactions to your products, and how prior experiences and satisfaction of buyers may affect their reaction to your new offerings.
Why Harris Interactive
- Over 50 years of New Product Development experience with global reach
- Integration of qualitative and quantitative approaches across multiple industries and markets, drawing on both in-house resources as well as partnerships
- Incorporation of New Product Development work with Brand and Stakeholder research through our common Consumer Connection framework
- State-of-the-art market estimation and simulation techniques
Brands
Drawing on industry-specific best practices, Brand and Communications Consulting at Harris Interactive aids clients in cementing lifelong relationships between their brand and consumer, while continuously assessing and enhancing in-market performance.
With twenty years of cross-sector research experience, the Brand and Communications practice will help you align your brand dialogue to connect with and activate stakeholder values – ensuring the development of stable and enduring bonds.
Our integrated framework of diagnostics allows you to:
- Identify and comprehend key relationship drivers
- Develop strategy and tactics to build and strengthen consumer relationships
- Align all phases of your brand communications with stakeholder values
- Continuously assess relationship metrics to grow and sustain your business
Why Harris Interactive
- Industry-specific expertise and best practices
- Center of Excellence with senior consultants to propel latitude of thought and ideation
- Brand researchers focused on specific industries to deepen insight and provide actionable knowledge
- Proprietary brand framework that connects with stakeholder values
- Measurable throughout entire brand lifecycle
- Validated through years of data collection across multiple studies and industries
- Industry leadership
- 10 ARF David Ogilvy awards since 2006
Stakeholders
Leading brands understand that the secret to sustainability is optimizing relationships with the people that have a “stake” in their success. Customers, employees, partners and suppliers are the key stakeholders whose relationships are the single-greatest asset of any organization.
Stakeholder Relationship Consulting at Harris Interactive will help you measure, manage and take action based on insights we gather from relationship assessment programs. From the strategic, macro-view of overall customer relationships to the tactical, micro-view of specific customer transactions, our integrated suite of flexible, proven solutions empowers you to elevate and enhance the strength and actionability of your research.
Our solution set is comprised of five interconnected pillars:
- Relationship Assessment: Gain a strategic evaluation of relationships in total
- Touchpoint Experience: Ensure your processes deliver against top criteria
- Customer Churn & Winback: Prevent defection and selectively re-engage customers
- Employee Engagement: Maintain active, involved relationships with employees
- Reputation Management: Identify key areas to focus on in managing corporate reputation
Why Harris Interactive
- Scalable and connected solutions
- Breadth and depth of expertise that spans the entire consultative value chain
- Thought leadership and fresh perspectives
- Relevant insight to cover the entire spectrum of your relationship management needs
- Expanded research consulting
- Establish and learn from linkages to other data streams – particularly business and financial metrics