Quantitative research is definitive in nature, and is used primarily to estimate the proportion of your target market who exhibits certain behaviors, attitudes or decision making patterns.
Specific quantitative research methodologies allow not only the insight to the size of market segments, but can also lead to analytical modeling and “what-if” scenario building to truly provide a robust and reliable understanding of your business space.
Qualitative research answers the “why,” quantitative answers the “how many.”
Tactical Research
Tactical research refers to the “bread and butter” of market research. The usual goal is to determine the size of various subgroups or identify how many respondents exhibit certain behaviors, are likely to purchase, are satisfied or dissatisfied, etc. Often, statistical significance testing is the extent of the analytics required to meet the study objectives. The types of studies conducted by A&K Research which are considered ‘tactical’ in nature include:
- Advertising Awareness & Tracking
- Brand Awareness, Attitude & Usage
- Customer Satisfaction Benchmarking & Tracking
- Employee Perceptions & Morale
- New / Revised Concept Tests
- Pricing Sensitivity
- Promotion Potential
- Public Opinion Polling
- Purchase Interest
Strategic Research
Strategic research generally relies on the use of advanced statistical techniques. A&K Research always starts with the research objectives to determine the most appropriate research approach, not just the most expensive. The types of studies that often considered to be strategic in nature include:
- Brand Positioning
- Key Driver Identification
- Segmentation Studies
- Pricing Sensitivity
- New Product Development
- Product/Service Bundling
- Customer Loyalty Modeling
Research Experience
Consumer & Business to Business:
- New / Reformulated Concept Exploration
- Advertising Testing
- Concept
- Execution
- Customer Loyalty
- Pre-Post Merger & Acquisition Investigation
- “Red Flag” Identification
- Bundling Exploration
- Program Evaluation
- Internet and Website Design
- Branch/Facility Design
- Employee/Staff Attitude
