Identifying the correct product-market combinations is the key to entrepreneurial success. This objective constitutes the core of market research and in the periphery of research lays market information that is required for sustaining these combinations. Customer perception, issues in the distribution chain, market penetration and segmentation, position of one’s product or service with respect to competitors are variables that are dynamic and impact marketers within short periods. Periodic feedback on these variables, therefore, minimizes decision-error and provides strong empirical and intuitive insight for strategic decision making. A range of market research activities is offered that call for in-depth research and critical interpretive analysis – “thinking on behalf of the client” - to enable the client to make major decisions in resource allocation.
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