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What can a B2C marketing study focus on?

1. Consumers
- Number of consumers (target audience size)
- Consumer characteristics (who they are, where they are from, what they do, etc.)
- Specific behavior patterns
- Consumer media preferences
- Evaluation of consumers’ satisfaction level, product quality, level of service

2. Product/Brand
- Brand/product consumption level
- Brand image
- Brand loyalty
- Developing strategic brand platform (mission, USP, brand individuality/personality, target audience, positioning)
- Testing elements of the strategic platform and brand attributes
- Product/brand competitiveness
- Product/brand positioning (developing positioning maps, including perceptual maps)
- Perception of a product’s value and its functional and performance characteristics
- Evaluating a product/product portfolio using the Kano method
- Consumers’ readiness to pay for added value
- Determining directions for production improvement
- Analyzing how balanced a company’s product portfolio is
- Level of demand and price demand elasticity

3. Marketing Communications
- Ascertaining the most effective channels, media and means for communicating with target contact audiences; profiling target contact audiences (determining the quantitative and qualitative characteristics of advertising campaign objects)
- Expert analysis of a promotion campaign’s communications and creative platforms (pre-testing, post-testing)
- Evaluating the target contact audience’s information needs
- Testing specific advertising formats; evaluating the communications effectiveness of promotion campaigns (brand recognition aspects, attribute retention, message comprehension, motivation potential, image, etc.
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