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Brand Equity/Market Satisfaction Studies
RESEARCH NEED: Analyze the existing or proposed market and current satisfaction/dissatisfaction levels, identifying the position and strengths/weaknesses of all major brands in order to enhance development of marketing and advertising strategies for the client's product/service.
RECOMMENDATION:  Conduct a brand equity/market satisfaction study among well-defined prescribing influences in appropriate market segments.
RESULTS GAINED:  Identification of brand leaders and noteworthy competitors on up to 10 prescribing measures; includes levels of present market satisfaction/dissatisfaction on each measure.

Measure importance of the above characteristics.

Document present areas of concern/dissatisfaction.

Measure familiarity with specific brands.

Measure opinion of specific brands.

Document present prescribing likelihood with each of the major brands; probe for "reason why" testimony.
ACTION STEPS:  Re-position an existing product/service. Plan a program to fit a particular niche or market opportunity. Consider selling off a brand or acquiring a competitor. Set specific goals.
METHOD:  In-depth telephone surveys, combining quantitative measures with qualitative probing.
Easy ways to get the answers you need.
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