Insights That Position Your Brand As A Market Leader

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1 MARKET RESEARCH

2 RESEARCH An ability to see what is coming, a near prescient vision for the future. How is it that some Professional Services executives always seem to know what is coming and how best to position their business to take advantage of the opportunities? With market research and its associated insights, you can be one of those executives.

3 Insights That Position Your Brand As A Market Leader Solving Your Most Difficult Knowledge Problems While Enhancing Client Acquisition And Profitability Professional Services (PS) executives face some of the most challenging knowledge problems in the world. Knowledge, expertise, and capability are the hallmark of the professional services industry. It is therefore ironic how many PS executives operate daily with significant blind-spots that prevent their firm from realizing its full potential. When we conduct research with PS executives, we often hear these types of comments: 1. They desire to establish a thought leadership position and recognize that research is the foundation for great new ideas and credible statistics that will make their messages stand apart from the pack. But they don t know the best way to develop these research campaigns. 2. They have an opportunity to roll out a new service or upgrade an existing service. Yet they are uncertain about which features to include and how to price the service for maximum profitability because they are not confident they understand what ideal clients want and how much they are willing to pay. 3. They are experiencing challenges with their messaging platforms that do not resonate with ideal clients and shape buying behavior. 4. They know they need to understand better the top concerns of ideal clients. But they don t know the best way to generate this knowledge. Our Solution The Shattuck Group develops proprietary qualitative and quantitative market research programs that enable PS firms to tailor the right services for the right clients, deliver fresh insights to ideal clients, and establish a thought leadership position. Value Proposition Market research empowers our clients to develop highly credible thought leadership campaigns that position them as market leaders and attract their ideal clients. Research also enables them to offer the richest services with the most desirable features at the most attractive price point, impacting client acquisition and maximizing profit per deal. 3

4 The Results Of Our Market Research Service Delivering Insights The Provide Tremendous Business Value When you engage The Shattuck Group to help your firm conduct market research, you can expect to receive the following results. Credible New Ideas Your firm will be armed with the necessary information to establish a thought leadership position that will give your brand tremendous credibility. Enhanced Profits Your firm will maximize profits by ensuring you are charging the greatest fees possible based on your clients perceived value, not just your costs. Stronger Messages Your firm will realize tremendous direction for your marketing and branding initiatives with messaging platforms that resonate with ideal clients. Faster Close-Times Your firm will experience shorter sales cycles because you ll know who to target, what they care about, and how to solve their issues. Operational Efficiencies Your firm will be empowered to tool operations and costs based on the actual requirements of your ideal client, not guess-work. When Professional Services Executives Need Insights To Their Greatest Knowledge Problems, They Turn To Market Research. 4

5 Our Market Research Methodology Interview We begin by interviewing key executives and identifying a list of the top knowledge problems that the organization wants to address. We analyze the potential impact of each knowledge problem and the business benefits that could be realized from solving them. We define the best research approach to solving the problem - whether qualitative or quantitative. Qualitative Methodology We utilize a tried and true seven-step methodology for qualitative research that repeatedly produces outstanding results: 1. Define the services to be researched 2. Define the research objectives and formulate initial hypotheses 3. Define the target audience or ideal client 4. Define the appropriate heuristic (focus groups, phone surveys, one-on-one meetings) and develop the research questionnaire 5. Recruit research participants 6. Conduct research 7. Analyze data and generate report that includes findings, new insights, and recommendations for use of data Quantitative Methodology We utilize a tried and true seven-step methodology for quantitative research that repeatedly produces outstanding results: 1. Define the services to be researched 2. Define the research objectives and formulate initial hypotheses 3. Define the target audience or ideal client 4. Define the appropriate heuristic (online surveys, mail-back surveys, surveys, broadbased telemarketing surveys) and develop the research questionnaire 5. Recruit research participants 6. Conduct research 7. Analyze data and generate report that includes findings, new insights, and recommendations for use of data Deploy With great new ideas and key data points in hand, we begin to define how to apply the knowledge to the market-place, whether through thought leadership pieces, services upgrades, or feature and pricing changes to existing services. 5

6 The Benefits You ll Realize From This Service Establishing A Leadership Position That Enhances Perceived Value & Profits Confidence Your business development, sales, and marketing staff can talk about your services with a high degree of confidence that the market will pay attention. Credibility Your deep understanding of your ideal clients will give you tremendous credibility, allowing you to engage quickly and deeply in sales campaigns. Focus Your sales and marketing messages will focus on the key data points that decision-makers care about most, giving you a laser-sharp focus on shaping buying behavior. Leadership Your thought leadership pieces will help you stand out from the pack and make you desirable in the eyes of your ideal client. Insights Your rich insights about your ideal client s concerns will empower you to talk directly to them instead of talking at them. Conducting Market Research Gives You Clear Direction When Approaching A Significant Crossroad. 6

7 The Deliverables Of This Service Analysis Document A document that details the findings of the interviews with senior executives and a list of knowledge problems that will be resolved. This will also detail the desired business benefits of resolving these knowledge problems and the appropriate research heuristic: qualitative or quantitative. Research Plan An extensive pre-campaign document, for both qualitative and quantitative campaigns, that defines: The services to be researched The objectives and hypotheses The target audience or ideal client The appropriate heuristic The research questionnaire Findings Presentation A presentation for each qualitative and quantitative research campaign that details: The findings of the research campaign The new insights generated from the research Recommendations about how to use the data most effectively for upgrading services, altering positioning and value proposition statements, and developing thought leadership campaigns To Resolve Your Knowledge Problems, Call Today Or 7

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