Through almost twenty years of conducting consumer interviews for market research studies, ARG has found that customers are the same whether they are for business-to-business products, business and consumer services or consumer products. However, customers are indeed individuals, not just digits in a research sample. Through the studies of millions of Americans, ARG never loses touch of the most vital concept in consumer research: This is not just a numbers game.

America's Research Group introduces our clients to real people, who want their expectations not only met, but exceeded. Customers base their purchasing decisions on quality products, good pricing, impeccable service and value. Yet, all of these criteria are subjective and personal. Businesses cannot motivate a customer purchase, much less interest a consumer, without first knowing their customers' expectations.

By asking the right combination of open-ended questions during the interviewing process, ARG provides tremendous insight into your consumers' minds.

The following list provides examples of what can be obtained using the ARG research process, and how they can be applied in a comprehensive marketing plan.

Market Overview

• The best type of advertising mediums and marketing image to build dominance
• What advertising messages will drive consumers to switch
• Why do people shop more than one source
• Why are some sources more preferred

Client Relations

• How do customers and potential customers view the client
• Rate the client vs competition, overall, image, distribution channels, etc
• Do they like or dislike client and what are the likes/dislikes
• How loyal are the customers and why do they buy/don't buy
• Impact of the present image on growth potential

Competitive Analysis

• Who is the real competition
• What level of opposition do competitors pose
• Common characteristics in the customers of the key competitors
• Customer and non-customer perception of a specific competitor
• Profile of the competitor customer
• What specific predatory, offensive and defensive strategy to use against a competitor

Merchandising Techniques

• Which brands are important per product category
• What is the shopper share and closing rate
• What product needs to be merchandised and advertised, and how
• Market share per product/product line
• Anticipated purchases for selected products

Product Reviews

• Identify demand points for new products
• Which features of a product or service need changing and why

Marketing Strategies

• Best potential consumers to target
• Which image area must be improved
• Which promotions will maximize sales
• Which price image will maximize sales

Targeted Advertising

• Which advertising medium will impact the customers and how much
• Which advertising medium must be increased to improve advertising impact
• Most effective media buying

ARG can help your company with a Point by Point Marketing Plan with Specific Recommendations For:

• Marketing strategy
• Advertising budget allocation
• Ideal store size/configuration and layout
• Merchandising strategy
• Pricing strategy
• Policies to be improved
• Dollar sales potential
• Market share potential

Interested? For additional insight, view client case studies here.

To request more specific information on ARG's consumer research and marketing strategy services, fill out this form.