Market Understanding represents the foundation of nearly all marketing activities. Addison Research aims at understanding people, brands and markets to drive business growth.
How can I segment my consumers, shoppers, products or usage occasions?
How can I accelerate decision-making to keep up with the market?
How can I better target my consumers?
How can I (re)position by brand?
How can I optimize my brand and product portfolio?
How can I identify stretching opportunities for my brand?
How can I identify innovation platforms and unmet needs?
Our experts help you to uncover, size and prioritize growth opportunities in the market. Our solutions are linked to business outcomes through advanced analytics and most cutting-edge research methodologies.
We focus on:
Usage & Attitudes
We conduct an extensive analysis of your customers’ habits, behaviour, and attitudes towards existing brands in the market, as well as the analysis of the loyalty for specific products. It is a comprehensive study that focuses on everyday behaviour of the target audience, its awareness of the brand names, loyalty, choice process, etc.
There is no “one solution” but a number of pre-conditions for running a successful Segmentation study. We will help you choose the most critical segmentation variables for your business challenge, which will have a dramatic impact on the segments as well on the actionability of the results.
Our Market Structure work describes in detail how consumers organize products, brands and SKU´s while they shop, use and consume. We deliver structural maps with different domains that are enriched by need states, occasions, attitudes, usage and demographics.
Addison Research offers a suite of syndicated studies, covering a broad range of topics, sectors, industries and trends. Syndicated studies provide a cost effective method of getting top level research results and findings.
Case study: Usage & Attitudes Testing
Our consumer electronics client wanted to conduct a U&A Study that would truly answer what they “needed to know” and skip the “Nice to know”.
What we did
At the first stage, we conducted desk research and social listening to help identify the knowledge gaps within our client’s organization. We then implemented a mobile survey to gather deeper market understanding and build on the hypotheses of the first stage. The survey was then followed by a Pop-Up Community to deep dive into the most relevant consumer needs. Instead of a single survey, this approach enabled our client to “connect the dots”. The client has already introduced several high-potential ideas thanks to the iterative nature of this approach.
Case study: Identifying Consumer Preferences
A food manufacturer wanted to conduct a Segmentation Study to gain an understanding of occasion-based need states.
What we did
We ran a study that helped him understand different consumer needs in the growing snacking market. Armed with this information, the client was able to link the company’s current portfolio to relevant areas and to identify a “playground” for new snacking ideas.
Case study: Understanding Category Positioning
Identify opportunities: We used Market Structure to help a beverages client to understand the positioning of their categories in the beverages landscape.
What we did
We delivered a perceptual map (including possible substitution and adjacent categories) that helped the client to identify white spaces and a long-term innovation pipeline.