the first phase of the process often includes...
• marketplace and competitor assessment
• market alignment of current products and services
• customer account assessment
• understanding customer DNA
• brand, website and social media assessment
• marketing effectiveness and ROI
this is frequently accomplished via...
• review of internal data and past research
• internal stakeholder interviews
• market research planning and coordination
• in-depth marketplace interviewing
• data distillation
• insight discovery
and, this phase typically delivers...
• clear quantitative and qualitative summaries
• creative conceptual frameworks
• logical storytelling as a foundation for strategic adjustments
• compelling presentations for staff, management, Boards
