Stitch Marketing + Research can be a demanding partner. We will push for tangible business issues that can be addressed via market intelligence. While we enjoy discovery and working with great people and companies, we only exist if we can help identify and resolve a business issue for an organization. Some examples might include:

Something is broken:

Our brand is losing steam in the marketplace.
Our product isn’t selling as well as anticipated.
Our market is shrinking.
Competitors are winning in some areas where we should be winning.

Our campaign is not producing results.

We need a Plan:

Our brand may have the opportunity for extension.
We have a product, but we don’t know if there is a market. We know there is a market, but we don’t know how the consumer decides to buy.
We’re re-trenching (or re-launching) our new brand.
We have many great ideas, but aren’t confident which to pursue.

We need to understand people better:

Who are the decision-makers, and what drives them?
Who is this new demographic entering our market,
and what drives them?
Who really are our core customers, and what drives them?

We need to understand ourselves better:

Where are we strongest?
Where are we weakest, and most vulnerable?
Where are our greatest new opportunities?
Where will the market let us go, and where will the market resist us?

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We need a scoreboard:

We need to know where our brand awareness, perception and interest stands today, and how to improve it.
We need to know which of our campaigns are successful, and why.
We need to know how we’re performing against our stated deliverables and goals.
We need to know how we’re perceived versus our competition.

Primary qualitative research, at the heart, is about attacking a human business issue by going direct to humans, listening first, and asking questions second.

Techniques

Primary Qualitative Research

Primary qualitative research, at the heart, is about attacking a human business issue by going direct to humans, listening first, and asking questions second. Employing qualitative requires skills beyond execution of recruiting and hosting. Stitch Marketing & Research utilizes every combi- nation of in-person and virtual in-depth qualitative methodologies, with an emphasis on depth. Examples of qualitative executions:

Consumer/user in-depth interviewing, Brand equity & extension research, Positioning, differentia- tion, Marketplace evaluation/product launch viability, Communication reaction/affect/action, Usability/expectation/satisfaction, Product attribute mix prioritization, Target market identifica- tion, Profiling. Call-out:

Outcome: Tangible, in-depth connection to the real human end-user and what motivates and drives their decisions and loyalties.

Primary Quantitative Research

Confident decision-making often must be supported by projectable data direct from the market. Stitch Marketing & Research customizes web-based, mobile and (when necessary) telephone execu- tions of quantitative research that reach beyond the anecdotal and directional.
Examples of quantitative executions:

Segmentation, Consumer attitudes and usage, Marketplace evaluation/product launch viability, Communication reaction/affect/action, Usability/expectation/satisfaction, Product attribute mix prioritization. Call-out:
Outcome: Reliable, statistically valid quantification of market factors to drive planning, budgeting, etc.

Secondary Data Analysis,
The Market Landscape Report

Clients needing support in wading through existing secondary data and making sense of dispa- rate sources of market information turn to Stitch Marketing & Research for clarity. Our objective viewpoint and experience sourcing secondary data from myriad providers allows us to get at the meat of business issues, and provide direction that cuts through the clutter of information.

Data audits are also at the core of assessing market intelligence needs within an organization, and is at the heart of providing value to our clients. We gather internal and external data, scholar- ly research, expert opinions, key player activity (strategies and marketing executions of competi- tors, for instance) into a confidence-building Market Landscape Report.
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Outcome: The most current and defensible situational analysis of your market, delivering confi- dence that no competitor can know more about what moves the market.

Marketability Assessment

Before concepts can be developed or positioning and branding finalized and attached to user segments, a general Marketability Assessment fills a hole in the business plan and provides the playing field on which marketing, sales and distribution plans can be built. This is the classic “Is there a market for our…” question. Executing this market intelligence is what separates business people from simple inventors or ideators.

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Outcome: Identifying the go/no-go of the marketability of an idea or concept, including which groups will be attracted (or not) to the concept. (A cousin to Concept Testing)

Concept Testing

Taking a product, service, brand, positioning or campaign to market will result in a test of the concept on the front lines. For limiting risks, maximizing rewards, fine-tun ing features and bene- fits, Stitch Marketing & Research concept testing methods flatten the risk/reward roller coaster and builds confidence in our clients’ development processes.
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Outcome: Narrowing of possible go-to-market solutions down to only those that are viable, including the factors that make them so. (A cousin to Marketability Assessment)