Market Strategy
Our Market Strategy solutions improve your understanding of markets – both the ones you participate in now and ones you may want to enter – to help you compete effectively in today’s complex marketspace.
We offer five comprehensive solutions, each providing answers to critical marketing issues:
- Market Panorama: Provides the key information necessary to determine whether a market merits your attention. How big is it? Who are the major players? What do potential customers look like and how do they think or act?
- Competitive Landscape: What do buyers think of your potential competitors in a new marketspace? How do their strengths and weaknesses compare to yours? Do their stakeholders advocate on their behalf?
- Market Structure and Size: Which products and services are used in which situations or occasions? Are there gaps in the market that your products or services could fill? How big are the different situations and occasions in this market?
- Segmentation: Focuses on helping you obtain long-term competitive advantages by identifying segments that your company can serve better and more efficiently than your competitors.
- Capturing Emerging Needs: Drawing upon multiple research tools, we help you identify and understand needs that existing offerings do not meet and which provide potential growth opportunities for your organization.
Why Harris Interactive
Harris Interactive has over 50 years of experience in market strategy research. We bring to each study a commitment to effective innovation and high-quality insight.
Our approach to Market Strategy combines substantive knowledge with methodological rigor. Each study draws upon the expertise of our Industry Solution groups coupled with thorough experience in survey design and respondent measurement to ensure we use the right tools and ask the right questions of the right people – and not just in one country, but globally.
Product & Service Innovation
Harris Interactive offers comprehensive and flexible solutions for today’s innovators. Our solutions provide a combination of cutting edge and traditional tools to help you meet the demands of the marketplace.
Our solutions cover the entire range of the innovation cycle—from initial ideation to post-launch validation. Although each solution can stand on its own, they work together in an integrated way, building upon a common set of perspectives and views:
- Keep It Simple. We will use the simplest feasible approach to obtain the information you need. This does not mean simplistic—we can and do use highly sophisticated methods when appropriate. It does mean that we will not use unnecessarily complex approaches.
- Get a 360o view. Whenever possible we will use more than one tool or method to address your issue or objective.
- Go Deep. Both rational and emotional factors drive purchase behavior. We seek to capture the role of both forms of reasoning.
- Remember the “buy.” Purchase intent is not the only or always the most important behavior or attitude to measure. But it is a mistake to ignore it. We don’t.
- Remember Context. Few innovations enter markets out of the blue. Reactions to them are affected by the perceptions that people have of the brand or company that they are associated with and perceptions of competitors.
Why Harris Interactive
- Over 50 years of New Product Development experience with global reach
- Integration of qualitative and quantitative approaches across industries and markets
- Incorporation of New Product Development with Brand and Stakeholder research through our common Consumer Connection framework
- State-of-the-art market estimation and simulation techniques
- Integration of industry and market knowledge with state-of-the-art Marketing Science to provide insight that enables you to act with foresight.
Brand Communications
Drawing on industry-specific best practices, Brand & 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
Stakeholder Relationships
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