As a B2B marketing agency, we focus our attention on the delivery of data-driven content strategies and the deployment of automated campaigns aimed at lead generation and nurturing. Based on our experience with top global brands, we present our approach to effective marketing, showing the importance of market research and data analysis. In the document, we introduce the most important research objectives, explain the research process and present few of our case studies, including market segmentation and buyer personas, as well as consumer research. Visit www.clipatize.com and contact us for more information.

1. we are fluent in explanation
Research-driven marketing activities

2. The basis for effective marketing activities
should be facts, not assumptions.

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Market research objectives
• To learn who the recipients of the product or service really
are - what are their motivations, where are the barriers,
and what is the best way to reach them.
• To learn about the competition and use this knowledge
to leverage both business plans and marketing
communication.
• To improve products or services to better suit the
customers' needs and market conditions.
• To examine current marketing activities and see
how effective are they.

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Examples of research topics
B2B B2C
•Brand awareness and in-depth brand image
(positioning including values and associations).
•Customer purchase goals in the next period.
•Customer satisfaction with services received.
•Potential new target market for the selected offering.
•Identification of the selection criteria used by the
customers.
•Identification of upselling opportunities on the
client's side (extension of the value chain).
•Preparation of a report important for clients
(both research and PR objectives).
•Consumer expectations, buying habits and
preferences.
•Customer satisfaction with the services received.
•Testing of a new product on a sample group of users.
•Testing of the creative approaches for the advertising
campaign.
•Examining the reception of the campaign.
•Customers/ target audience values and ways of life.

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Research techniques
CAWI (Computer Assisted Web Interview)
Quantitative research Qualitative research
UX tests
Secondary research analysis
NPS (Net Promoter Score)
CATI (Computer Assisted Telephone Interview)
IDI (Individual-In-Depth-Intreviews)
FGI (Focus Group Interviews)
Ethnographic research

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Merging techniques for better results
• The process starts with market segmentation research based
on both quantitative and qualitative analysis.
• As one of the results, a set of profiles representing the most
typical clients/consumers is being created. It’s a comprehensive
view of their objectives, including their personal and
professional goals, barriers and motivations, media behaviour,
and experiences with similar products or services.
• Marketing/sales teams receive detailed reports on these
personas and take part in workshops to better understand
them and be able to channel this knowledge into marketing
approaches.
• Based on the personas, we create marketing and sales
strategies, produce content for advertising campaigns
and design new products and services.
How we define buyer personas in B2B and B2C

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Our case studies
Developing buyer personas for a pharmaceutical company
Commissioned by a renowned pharmaceutical company from Poland,
we have charcterised doctors and pharmacists personas. In addition,
we have also prepared profiles of users of a medical product category.
The project consisted of the following stages:
A. Internal expert interviews with pharmaceutical representatives
and members of the marketing team.
B. Nationwide quantitative research on a group of potential users
of the tested product category.
C. Qualitative research among users.
D. Qualitative research among pharmacists and physicians.
The result was a segmentation of clients, doctors, and pharmacists.
For each of the segments we have prepared a profile that featured all
all the distinctive characteristics important in the sales and marketing
processes. To deploy the personas in the marketing and sales
department, we have also conducted training sessions and
internal presentations for the employees.

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Middle East-focused consumer research for a beauty brand
As part of marketing activities a leading Polish cosmetic brand looking to
expand to the Middle East, we have conducted a fully qualitative study
on a group of consumers from the UAE, Kuwait and Saudi Arabia, as well
as foreigners living in the Gulf region.
Thanks to the research, we were able to identify and understand the needs
and habits of local consumers, which turned out to be completely different
from the users of the same product category from Poland.
The project consisted of the following stages:
A. Secondary research.
B. Creating research questionnaires.
C. Recruitment and interviews.
D. Analysis and strategic recommendations.
Our case studies

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To aid the Middle Eastern Canon branch in their marketing efforts,
we have developed a series of region-specific reports:
• Government Insight Report, Middle East & Africa,
• 3D Printing Report, Middle East 2017,
• DMO Insight Report UAE.
To create these documents, we have used secondary research
analysis techniques, including data integration, and also conducted
telephone interviews with experts from respective subject areas.
Our commitment went beyond the research stage. We also took
care of the design and distributed the reports as part of the lead
generation and brand awareness campaigns.
Insight reports for Canon Middle East
Our case studies

10. For us, the project does not simply end
with the delivery of a research report.

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Basic stages of the research process
Establishing objectives
Collecting the data
Analysis and recommendations
Implementing the results
1
Designing the research process
based on a client brief —
selecting relevant research
techniques to meet their needs
and expectations.
2
3
4
Research implementation in
accordance with methodological
approaches: qualitative research,
quantitative research, or a
combination of both.
Data analysis and reporting
featuring strategic
recommendations.
Implementation of production/
marketing/ advertising activities
based on the results obtained.

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Research-driven marketing activities
• Upgrade products and services.
• Improve branding activities.
• Understand the market and competition.
• Reach the right audiences with the right
messages.
• Measure and optimise your marketing
campaigns.
• Identify business and marketing opportunities.
• Find new ways to approach audience/ customers.
• Establish new channels for marketing
communication.
• Build new advertising platforms.
• Test various approaches to marketing or
communication and choose the best scenario.
• Refrain from developing products or campaigns
based on wrong assumptions.
CREATE NEW ONES
MAKE BETTER DECISIONS
IMPROVE THE EXISTING IDEAS

13. Learn more at www.clipatize.com
We are B2B marketing agency
with offices in Warsaw and Dubai.
We leverage content-driven communication to achieve our
clients’ business goals. We believe in meaningful communication.

14. WE ARE FLUENT IN EXPLANATION
Thank You!
Jakub Lebuda
jakub@clipatize.com
+48 508 436 148 | +971 568 353 899
Marcin Drabek
marcin.drabek@clipatize.com
+48 505 809 476