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2© Duarte, Inc. 2014
Discover!Discover opportunities to grow sales and
market share.
3© Duarte, Inc. 2014
““
The discovery of opportunities and clarifying
decisions about those opportunities is a deep well o...
4© Duarte, Inc. 2014
OPPORTUNITY DISCOVERY COMPONENTS
Opportunity discovery research and decision-making go hand-in-hand. ...
5© Duarte, Inc. 2014
USABLE RESEARCH STARTS WITH DECISION MAPPING
Decision Mapping is an efficient fast start in clarifyin...
6© Duarte, Inc. 2014
360 OPPORTUNITY DISCOVERY RESEARCH PROCESS
Our 360 Opportunity Discovery
process begins with a robust...
7© Duarte, Inc. 2014
MARKETING INTELLIGENCE PLATFORM
DRIVERS
Clarify management drivers
which are the goals, opinions,
vie...
8© Duarte, Inc. 2014
DECISION FOCUS: 8 KEY QUESTIONS
By working with these questions, clients save
time and money, achieve...
9© Duarte, Inc. 2014
DECISION FOCUS: 8 KEY QUESTIONS
“… the 8 Key Questions jump start the process
and ensured that any ne...
10© Duarte, Inc. 2014
DECISION FOCUS: 8 KEY QUESTIONS
“… brainstorming using the questions seemed to
give us razor like fo...
11© Duarte, Inc. 2014
PRIORITY RESEARCH METHODS
Our B2B Opportunity Discovery engagement has as its core a set of Kinetic ...
12© Duarte, Inc. 2014
Kinetic Depth
Interviews
In-depth 1-to-1
conversational interviews
with customers,
prospects, team
...
13© Duarte, Inc. 2014
Online Forums
An actively moderated
3-day, 24/7 bulletin board
style research experience.
B2B Onlin...
14© Duarte, Inc. 2014
Competitive
Intelligence (CI)
CI involves a range of
primary and secondary
information gathering
ac...
15© Duarte, Inc. 2014
4. QUANTITATIVE SURVEYS
In certain situations, it may be productive to extend our 360 Opportunity Di...
16© Duarte, Inc. 2014
SUMMARY
BROAD CAPABILITIES…
Power Decisions offers comprehensive B2B
marketing consulting and resear...
17© Duarte, Inc. 2014
CLIENTS WE’VE SERVED
18© Duarte, Inc. 2014
Call or email Thomas Brown, Senior Consultant 415-
328-7927 Tom@powerdecisions.com
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Discover! Find marketing opportunities to grow sales, market share, and competitive advantage.

Opportunity discovery is about finding growth opportunities in products, positioning, pricing, distribution and messaging.
This process is more than conducting marketing studies. The 360 Opportunity Discovery Process presented here is anchored by a broad definition marketing intelligence: Data, Ideas, & Drivers. To subscribe to Discovery! periodic newsletter ... https://lnkd.in/gCx_Qje The "360 Opportunity Discovery Process" explained and diagrammed. Starts with "8 Key Questions" to distill and focus efforts on highest payoff decisions.
#decision-making #marketing #research #datascience #insights #drivers #marketresearch #marketingb2b #sales #CMO #CXO #B2B
#marketingnewsletter

https://lnkd.in/gCx_Qje

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Discover! Find marketing opportunities to grow sales, market share, and competitive advantage.

  1. 1. 2© Duarte, Inc. 2014 Discover!Discover opportunities to grow sales and market share.
  2. 2. 3© Duarte, Inc. 2014 ““ The discovery of opportunities and clarifying decisions about those opportunities is a deep well of competitive advantage.
  3. 3. 4© Duarte, Inc. 2014 OPPORTUNITY DISCOVERY COMPONENTS Opportunity discovery research and decision-making go hand-in-hand. High value insights manifest when we use a a realistic and broad view of marketing intelligence, a comprehensive 360 research design, and decisions are clarified and prioritized as we move forward. DECISION MAPPING Discovery starts here. “8 Key Questions” begin the decision journey. Collaborating with your team, we quickly distill, clarify, & prioritize relevant issues. 8 KEY QUESTIONS 360 OPPORTUNITY DISCOVERY RESEARCH MARKETING INTELLIGENCE PLATFORM
  4. 4. 5© Duarte, Inc. 2014 USABLE RESEARCH STARTS WITH DECISION MAPPING Decision Mapping is an efficient fast start in clarifying decisions. This saves time and enables marketing research precision. Intelligence Gaps show the “must have” information yet needed. Decision filters are the criteria decision makers determine to rate each potential option. The Decision Pathway details the steps for each decision. Work often begins by addressing our “8 Key Questions”. The Decision Agenda ranks each decision according to current management priorities.
  5. 5. 6© Duarte, Inc. 2014 360 OPPORTUNITY DISCOVERY RESEARCH PROCESS Our 360 Opportunity Discovery process begins with a robust round of 1-on-1 depth interviews and information gathering. In our 360 OD Process we capture and evaluate data & relevant opinions from far ranging sources. Opportunity discovery requires a robust targeting of relevant groups from which to harvest Data, Ideas, and Drivers.  Peer2Peer Interviews  Other data collection tools  Secondary info analysis  Distillation + Analysis  Decision Impact
  6. 6. 7© Duarte, Inc. 2014 MARKETING INTELLIGENCE PLATFORM DRIVERS Clarify management drivers which are the goals, opinions, viewpoints, and motivations of company leadership. DATA Gathering and interpreting marketing research and other data: attitudes, needs and requirements, brand perceptions, purchase intentions, & behavior. IDEAS Generate innovative ideas and fresh concepts for products, channels, brand positioning and messaging. The Opportunity Discovery Process discussed here is anchored by our Marketing Intelligence Platform: Data, Ideas, and Drivers. The Platform is a realistic and broad view of decision making information.
  7. 7. 8© Duarte, Inc. 2014 DECISION FOCUS: 8 KEY QUESTIONS By working with these questions, clients save time and money, achieve decision clarity, and thereby pursue “need-to-know” intelligence. The first three questions probe management’s top-of-mind current opinions about priority decisions, and possible decision options or choices.
  8. 8. 9© Duarte, Inc. 2014 DECISION FOCUS: 8 KEY QUESTIONS “… the 8 Key Questions jump start the process and ensured that any needed research will be usefull ...” Key Questions 4, 5, & 6 focus on the information, data, and intelligence that you already own, what’s needed, and what’s missing. All this, of course, is based on your current knowledge and understanding. We apply the wisdom of “We don’t know what we don’t know.”
  9. 9. 10© Duarte, Inc. 2014 DECISION FOCUS: 8 KEY QUESTIONS “… brainstorming using the questions seemed to give us razor like focus.” Key Questions 7 & 8 review the decisions and options; and then, force the question about what you’d do right now if you had no new information. This forces current thinking and provides focus.
  10. 10. 11© Duarte, Inc. 2014 PRIORITY RESEARCH METHODS Our B2B Opportunity Discovery engagement has as its core a set of Kinetic Depth Interviews which may be followed other research components as needed. 1. Kinetic 1-to-1 Depth Interviews 2. Online Forums 3. Competitive Intelligence (CI) 4. Quantitative Surveys
  11. 11. 12© Duarte, Inc. 2014 Kinetic Depth Interviews In-depth 1-to-1 conversational interviews with customers, prospects, team members, channel players or competitors. These are dynamic one-on-one interviews – phone or in-person – with targeted B2B research respondents. With planning, deep preparation, and relentless effort, we go beyond traditional depth interviews. We use topic outlines, not questionnaires, thus, each conversational interview may vary according to the threads respondents present and relevant prior discoveries. 1. KINETIC DEPTH INTERVIEWS Kinetic Depth Interviews are one-on-one conversational exchanges with customers, prospects, suppliers, competitors, and client teams.
  12. 12. 13© Duarte, Inc. 2014 Online Forums An actively moderated 3-day, 24/7 bulletin board style research experience. B2B Online Forums produce rich responses because they are conveniently open 24/7 for busy B2B decision makers; and, all respondents may “talk at once.” . We start with a topic guide and questions which may be changed midcourse if needed. Some call Forums “focus groups on steroids” because of the high volume of data, views, stories and ideas produced. 2. ONLINE FORUMS Some call B2B Online Forums “focus groups on steroids” because of the high volume of detailed data, views, stories, and ideas produced.
  13. 13. 14© Duarte, Inc. 2014 Competitive Intelligence (CI) CI involves a range of primary and secondary information gathering activities. Competitive Intelligence (CI) acquires data, trends, viewpoints, and assessments – from published and unpublished sources – that deliver insights that enhance our understanding of your opportunities. A CI component of our work may include, but not be limited to, acquisition and analysis of competitor… 3. COMPETITIVE INTELLIGENCE Competitive Intelligence often is the ‘connective tissue’ that ties together real-time and real-world goings-on in your competitive landscape. Sales materials Documents Executive statements Annual reports, 10Ks, 10Qs News, releases, articles Customer complaints Outside market research Website scraping & web history Promotions & ad campaigns Customer satisfaction reports Lost account data & trends Negative word-of-mouth activity Trade group data
  14. 14. 15© Duarte, Inc. 2014 4. QUANTITATIVE SURVEYS In certain situations, it may be productive to extend our 360 Opportunity Discovery process by deploying a larger scale quantitative survey. We are able to quantitatively measure "drivers" for brand and product preference. Quantitative studies strive to give statistical precision in order to refine estimates of buyer attitudes, purchase intentions, and buying behaviors. Using a range of sampling strategies, quantitative market research studies may be able to project results to the entire marketplace. We choose, when appropriate, from these quantitative market survey methods. online surveys, text and remote device in-person interviews, mail surveys, and phone surveys We recommend the data collection technique - according to the study objectives, respondent characteristics, time requirements, and quality control issues.
  15. 15. 16© Duarte, Inc. 2014 SUMMARY BROAD CAPABILITIES… Power Decisions offers comprehensive B2B marketing consulting and research capabilities. We can help you know more about your opportunities and how prospects and customers think about your brand. TALENT & EXPERIENCE … Power Decisions has conducted scores of marketing research and strategy studies. Principals have 25+ years experience. DESIGN & EXECUTION… We're specialists at research. We employ best of breed design and resources to ensure relevance, quality and data validity. YOUR JUDGMENT COUNTS … With you, we together think creatively about your possible opportunities, decisions and competitive actions. The result?  Uncovering solid opportunities.  Better decisions.
  16. 16. 17© Duarte, Inc. 2014 CLIENTS WE’VE SERVED
  17. 17. 18© Duarte, Inc. 2014 Call or email Thomas Brown, Senior Consultant 415- 328-7927 Tom@powerdecisions.com

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  • powerdec

    Dec. 22, 2019

Opportunity discovery is about finding growth opportunities in products, positioning, pricing, distribution and messaging. This process is more than conducting marketing studies. The 360 Opportunity Discovery Process presented here is anchored by a broad definition marketing intelligence: Data, Ideas, & Drivers. To subscribe to Discovery! periodic newsletter ... https://lnkd.in/gCx_Qje The "360 Opportunity Discovery Process" explained and diagrammed. Starts with "8 Key Questions" to distill and focus efforts on highest payoff decisions. #decision-making #marketing #research #datascience #insights #drivers #marketresearch #marketingb2b #sales #CMO #CXO #B2B #marketingnewsletter https://lnkd.in/gCx_Qje

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