1. STRATEGY AND ACTION IN FOCUS:
Market & Competitor Research
Market Intelligence How it Works...
There are three critical ingredients ‘Qualitative’ research gives you in- Step #1: Information Workshop
you need if you want to ensure a depth observations and opinions, It’s easy to miss out on some important
new positioning or ‘core offer’ your but typically the information is not questions if you don’t plan the research
company adopts is the right one... statistically reliable to the rest of your first. - we can sit down and, in plain
target market. This is because the English come up with a list of questions
i) knowing what your market wants, number of targets usually is limited to we want to answer regarding your
ii) knowing what your competitors are keep the cost of talking to your market market.
offering, and to an acceptable dollar amount.
iii) knowing what your intrinsic Step #2: Sample Size, If Necessary
strengths are. With Qualitative research you get great There are accepted rules about what
insight into a limited number of people. sample of your market is likely to
We have redefined the work that It’s great for making key discoveries produce results you can assume to
professional research companies do that you can then test in quantitative be accurate... Too few and you risk
into something affordable and valuable research. inaccuracy... too many and you risk
for you. paying too much for no additional gain.
‘Quantitative’ research gives you results
Here’s a quick overview... that are more statistically reliable. Step #3: Develop the Research
It features surveys that are able to There are certain rules and tips we
Three Types Of Research be understood by the respondents follow for making the interviews or
without any explanation. surveys as strong and effective as
You can split research activity into possible.
three basic types. Usually, you don’t get a lot of depth in
quantitative research but you do get Certain question structures will mean
First, you have ‘secondary’ research, good breadth and statistics that are different answering behaviour and
which is where you don’t get your more reliable because the number of different answers.
information from a primary source like survey respondent you seek is a lot
a face-to-face interview, but instead higher. Step #4: Check and Test the Research
use published resources. We check these research devices, and
When you pair them up like we do, if necessary, test them first to assure
For example, it’s quite likely that news what you get is a good combination of accuracy of results.
regarding trends in your industry is breadth and depth where it’s needed.
already documented on Internet. Step #5: Run the Research
We usually try to split our Market This can take anywhere from 1 to 4
When you combine those insights Intelligence ‘primary research’ activity weeks and depends on what it is we
with reports published by the Bureau into these two types of information- need to find out and what additional
of Statistics, papers published by gathering. In our opinion it gives material you want us to uncover.
universities and other research you a much more reliable result for a
organisations, you can find some very reasonable spend. This time lag gives us enough time to
valuable and free information is within produce the survey, mail or email it,
easy reach. To enquire about our Complete and give your respondents enough time
Marketing Programme that contains to receive it, fill it out and send it back
It can take some time and well- this Market Intelligence module, to us.
developed search skills, but it’s contact us today on 3808 5366.
definitely worth engaging in. Step #6: Get The Results and Analyse It
Lastly, we can analyse the results for
Secondly, you have two types of you. We can log all of th data and how
‘primary’ research... ‘qualitative’ and they tend to coincide with other issues,
‘quantitative’ research. The best way and turn raw data into uncovered
to think of them is like this... trends and real information.
We produce a simple and easy to
understand report that lists the results
but also interprets them and highlights
the critical ideas to take away.

2. Competitor Intelligence
Another critical element is Competitor Step #3: Get The Results and
research. It helps give a valuable Analyse It
insight into your competitors’ market Armed with both secondary research
positioning and marketing activity. and the primary material we got
by directly engaging with your
Here’s what we do... competitors, we can analyse the results
for you.
Bremco Builds it Better
Step #1: Information Workshop
And Delivers it On Time!
First we meet with you and, in plain We log the strengths and weaknesses
English, decide what it is we need to of your competitors, how they tend to
know about your competitors. relate with your market, and turn raw
PRODUCT CATALOGUE
data into real intelligence we can use. 8TH EDITION 2008/09
It’s tempting sometimes to try to
pursue too much. It’s easy to let We produce a simple and easy to
research get out of control as you try understand report that lists all the
to discover more and more about “the results but also highlights the critical
enemy”. ideas to take away. “ The team at S&A have been
Realistically, we find that knowing To learn more about your own involved with our marketing and
what they offer, how they differentiate competitors, contact us today on catalogue development over the
themselves and how to categorise this 07 3808 5366. past two years and have helped
information and use it intelligently
provides all we need. Bremco launch the seventh edition
catalogue.
Step #2: Behind the Scenes and Direct
Engagement
We engage in two types of competitor We would highly recommend
research for you, ‘secondary’ and the team at S&A for your next
‘primary’. marketing project. ”
Secondary research means we don’t
go direct to the primary source, your Brett Moody
competitor. Director, Bremco
Instead, we research them online Bremco’s project included:
behind the scenes, and learn about Market and Competitor Intelligence
their activity through sources like USP Derivation
their website, industry reviews, public Creative Execution
meetings and other avenues.
Primary research means we engage
your competitors directly.
We develop a scenario or two that
allow us to interact with them, or
people acting on our behalf, and we
seek to learn how they treat a prospect
and what their main marketing
messages are during the prospect-to-
client conversion process.
1/51 Cinderella Dr
Springwood Qld 4127
Tel 07 3808 5366
Fax 07 3808 9647
info@strategyandaction.com.au
www.strategyandaction.com.au