Custom Research Case Study
Customer Decision-Making Assessment
A deep dive into the decision-making unit and decision-making process.
A quantitative understanding of decision-maker influence, further resulting in more efficient marketing spend.
Before conducting this project, our client targeted their marketing spend by catering their content towards what they had identified as their buying segments. By utilizing the findings from this project, our client was able to come to a more complete understanding of the individuals involved in the purchasing process. The client was able to more confidently allocate marketing spend towards these segments based on the percentage of decision-making influence per segment identified in the first phase. They also identified new segments to target—individuals who were not involved directly in the final decision, but were crucial in identifying vendors and had definite influence over the decision-makers.
These data allowed the client’s marketing resources to be spent more efficiently, while the qualitative phase gave them the tools to make those resources more effective. Using the language sourced from actual decision-makers meant the client’s communications reflected those individuals’ actual needs. If your organization is interested in creating more interest in your services, contact us to develop a custom project that will let you talk to more of the right individuals using more of the right language.