The MarkeTech Group employs sophisticated qualitative and quantitative methodologies to provide valuable market segmentation results to their clients. From this information clients can derive a variety of benefits: product design input, branding and positioning strategies, and marketing mix guidance. By tailoring the overall customer offering in terms of product, communication, channel, services, and price, clients can more precisely meet the needs of different customers and consequently gain higher market share and profit.

Designing segmentation studies is made more challenging due to a single underlying constraint: you must be in position to capitalize on the revealed segments; i.e., it must be clear how to place customers into each group and then target and track each of them. In almost every study, a solid base of qualitative research is required to calibrate and chose the quantitative techniques to be used. Based on this foundation of qualitative research, The MarkeTech Group then utilizes quantitative techniques that focus on:

• Measuring the motivational and needs-driven factors that create the basis for differentiating customers.
• Analyzing the relationship between the demographic, psychographic, and dependent and independent variables of buying behavior that ultimately define segments.

Seeking product improvement or even a game changer, clients ask The MarkeTech Group to identify their customers' unmet needs, translate their requirements into preferred product features, and quantify the differentiating value of each relevant feature for a potential segment. The MarkeTech Group makes this possible with advanced qualitative research methodologies, as well as sophisticated demand modeling.

The MarkeTech Group can help resolve basic product trade-offs for R&D and engineering product development teams:

• Identification of unmet needs: out-of-the-box brainstorming and observational analysis.
• Review of relevant and important features for product choice: analysis of customer rationale and requirements.
• Prioritization of product features and assessment of the differentiating value: trade-off analysis and price sensitivity analysis.

Customer relationship development does not stop with the product launch since current customers represent a recurring source of revenue at a relatively low cost.

Leveraging its voice of customer expertise, The MarkeTech Group provides its clients with an unbiased understanding of customer satisfaction, as well as the underlying loyalty of these customers. Since retention, repurchase, and willingness to recommend are several of the key components of customer loyalty, the underlying barriers and drivers of loyalty must be properly measured, understood and nurtured.

The MarkeTech Group provides clients with tools that will continue to enhance the value of their customer base:

• Customer satisfaction surveys: through either direct phone-based interviews or survey questionnaires, TMTG collects feedback on product and service value.
• Customer loyalty analysis: understanding which elements contributing to satisfaction are most correlated with customer loyalty provides a roadmap for clients to improve in those areas with the highest pay-off.
• Brand equity analysis: TMTG determines not only customer satisfaction with the client product, but their perception of the clients' brand and their product's perceived value relative to the competition.

After a product has been developed and the target segments have been prioritized, TMTG helps its clients select the right downstream essentials to successfully launch a product, service or customer solution.

The MarkeTech Group assists in defining the optimal:

• Distribution: identification of the optimal distribution channel(s), whether it be an OEM strategy, a partnership, direct sale, or other.
• Product feature mix: identification of the right mix of product features to highlight and a means to best communicate product value to each market segment.
• Positioning: determination of the product's optimal positioning in the target segment; i.e., Low- or high-cost solution? Service focus or product focus?
• Competition: Competitive offers and their likely reaction to a new market entrant.

The MarkeTech Group's clients are constantly looking for innovative technologies that can create a significant competitive advantage. Tools such as the Economic Value Analysis (EVA) or The MarkeTech Group's proprietary Black Box™ analysis are key in assessing and identifying solutions for our client's current technology.

The MarkeTech Group can efficiently support technology valuation and licensing decisions:

• Definition of technology benefits and functions: what does the technology do better?
• Identification of cost and resource requirements: what does the technology cost to the end user?
• Net value proposition: what is the net gain for the technology and for which specific applications?.
• Analysis of the competitive advantage: what is the differentiating advantage of the technology and for what product space?

The MarkeTech Group 's clients may be looking for new markets, opportunities for new technologies, or new opportunities for maturing products.

The MarkeTech Group provides the following information in a typical opportunity analysis:

• Attributes: market attributes which clearly define the space within which the product will compete.
• Segmentation: market segmentation, including the identification of key target segments.
• Sizing: market sizing for each segment.
• Prioritization: a segment-by-segment roadmap to launch the product, service or solution.

The MarkeTech Group's pricing research help firms selling high price elasticity products in a highly competitive environment maximize sales volume, market penetration or profitability.

The MarkeTech Group uses the following tools in order to shape the pricing policy that will maximize revenues:

• SimPRO™: This proprietary product optimizes The MarkeTech Group's conjoint studies. Conjoint is the collection of survey data on product attribute preference that facilitates the calculation of buyer willingness-to-pay and the modeling of critical market scenario simulations.
• REACTOR™: Integrate perception, preference and decision process data to forecast sales, revenue and Profit response. Evaluate and recommend Market Pricing Policies.
• Price points: The MarkeTech Group develops and tests appropriate pricing and product bundling models in order to define the market or segment-specific price points that will satisfy clients' market share and profitability objectives.
• Cannibalization: The MarkeTech Group validates the price point and positioning of a new product in order to minimize the extent to which it will take away sales and revenues from a client's already established products.

Whether a product or technology, The MarkeTech Group makes sure at the inception that the client is able to bring a value-added product to market and optimally position the offer to each potential segment. The MarkeTech Group's product testing service helps its clients go from pushing "me-too" products to market to presenting valuable and appealing products to targeted buyers.

The MarkeTech Group provides the following information in a typical product testing:

• Market viability: assessing the value of the product to the market being targeted.
• Target market definition: defining the segment(s) that see the most value in the new technology.
• Go/no-go decision: providing a balanced market assessment in order to determine whether or not to send the product to market.

Companies selling medical products, systems, and services must monitor their sales, installation and product performance after each new product/service launch. This may continue through the end of warranty period and The MarkeTech Group can measure specific elements of the delivery, installation and initial utilization relative to both performance and their impact on customer relationships.

The MarkeTech Group offers clients tools that will provide a better understanding of post launch acceptance:

• Post installation surveys: Post purchase perception of the product is enhanced if the installation has proceeded smoothly and if communication has been optimal.
• Post warranty surveys: Product and service experience during the warranty period is a driver for customers' perceived value of the product and is generally predictive of their willingness to purchase extended service contracts.