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Importance Performance Query
Discovering the Essential Truth
Lessons Learned• SCG has been conducting
primary research for B2B
companies for more than 15 years
• We have observed that...
2 Critical Points
1. Focus on what is
Important to your
customers and
prospects. Not just
what you are best at
2. Make sur...
It’s Time to Stop
Guessing
Discover the
Differentiators
• What do audiences believe
about: the category, your
products and your
competitors products?...
What is
Important?
• Use secondary research to
reveal the issues
• Identify no more than 10-12
factors to evaluate
• Query...
How is Our
Performance?
• Query audiences about your
performance against the very
same importance factors
• Employ Top 2 a...
Controlling for
Neutrality is Key
We use 5 to 1 scoring to create
3 more useful buckets
Strongly Agree
Agree
Neutral
Disag...
We Also Measure
Enthusiasm Bias
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Top Two Boxes (4’s and 5’s)
Bottom...
How Do We Stack
Up?• Rank order Top 2 Importance
scores
• Rank order Top 2 Performance
scores
• Find the holes:
• Where do...
Messaging Drives
Strategy and
Tactics
Core, Formal and
Augmented
Product
Deeper Insights -
Stake Claim to
Category Benefit• The leader in air filtration promoted
technical specs
• IPQ showed “cle...
Deeper Insights -
Keep Message,
Modify Operations
• National DesignBuild firm staked claim
to “on-time completion”
• Custo...
Deeper Insights -
Reaching an Elite
Market Segment
• The leading maker of figure skates
couldn’t break into the elite leve...
Deeper Insights -
Modify Message
from Features to
Benefits
• A leading mechanical
contractor was proud of their
large flee...
Your Brand
Promise Must
Reach Audiences
Through Every
Channel
• Lessons Learned• Importance/Performance
research reveals or reinforces
the essential truth and also
uncovers false belie...
To learn more visit: scgpr
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Taking the Guesswork Out of B2B Marketing

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Using research to create a competitive advantage in #B2B #Marketing

Veröffentlicht in: Marketing
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Taking the Guesswork Out of B2B Marketing

  1. 1. Importance Performance Query Discovering the Essential Truth
  2. 2. Lessons Learned• SCG has been conducting primary research for B2B companies for more than 15 years • We have observed that many of our clients’ competitors are consistently miss-marketing • They focus on what they are good at rather than what we learn through research, is actually important to the market • This makes it relatively easy to steal share from them
  3. 3. 2 Critical Points 1. Focus on what is Important to your customers and prospects. Not just what you are best at 2. Make sure your performance on the most important factors is exceptional • Audiences must define what’s essential - not companies • Discover the brand promise that resonates
  4. 4. It’s Time to Stop Guessing
  5. 5. Discover the Differentiators • What do audiences believe about: the category, your products and your competitors products? • Where is the opportunity for you to build Leadership Equity?
  6. 6. What is Important? • Use secondary research to reveal the issues • Identify no more than 10-12 factors to evaluate • Query current stakeholders & prospects on each factor • Employ Top 2 and Bottom 2 scoring
  7. 7. How is Our Performance? • Query audiences about your performance against the very same importance factors • Employ Top 2 and Bottom 2 scoring
  8. 8. Controlling for Neutrality is Key We use 5 to 1 scoring to create 3 more useful buckets Strongly Agree Agree Neutral Disagree Strongly Disagree Strongly Agree Agree Neutral Disagree Strongly Disagree Top Two Boxes (4’s and 5’s)5 4 3 2 1 Bottom Two Boxes (1’s and 2’s)
  9. 9. We Also Measure Enthusiasm Bias Strongly Agree Agree Neutral Disagree Strongly Disagree Top Two Boxes (4’s and 5’s) Bottom Two Boxes (1’s and 2’s) 5 4 3 2 1 Positive bias is determined by more 5’s than 4’s Negative bias is determined by more 4’s than 5’s
  10. 10. How Do We Stack Up?• Rank order Top 2 Importance scores • Rank order Top 2 Performance scores • Find the holes: • Where do you perform better than others? • Do you perform well on factors not considered important?
  11. 11. Messaging Drives Strategy and Tactics
  12. 12. Core, Formal and Augmented Product
  13. 13. Deeper Insights - Stake Claim to Category Benefit• The leader in air filtration promoted technical specs • IPQ showed “cleaner air” most important • Brand promise is now a “Power Brand” positioning: “Get Cleaner Air”
  14. 14. Deeper Insights - Keep Message, Modify Operations • National DesignBuild firm staked claim to “on-time completion” • Customers felt otherwise – “switch plate syndrome” • Small details now completed before walk-through
  15. 15. Deeper Insights - Reaching an Elite Market Segment • The leading maker of figure skates couldn’t break into the elite level market. • A survey of coaches revealed they moved their skaters into the skate they personally competed in - typically as soon as the skater advanced to regionals. • Began including coaches in product development and other communication programs.
  16. 16. Deeper Insights - Modify Message from Features to Benefits • A leading mechanical contractor was proud of their large fleet • But customers cared about responsiveness • Message shifts to “Rated #1 in Quick Response”
  17. 17. Your Brand Promise Must Reach Audiences Through Every Channel
  18. 18. • Lessons Learned• Importance/Performance research reveals or reinforces the essential truth and also uncovers false beliefs. • IPQ provides practical insights into defining value • Providing quality research strengthens client relationships.
  19. 19. To learn more visit: scgpr

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