Intelligence & Analysis

"If you can't measure it, you cannot improve it."

Lord Kelvin


All worthy marketing plans rest on solid marketing research and experience. The identification and quantification of customer needs, dissatisfactions, and priorities determined by research become the foundation for setting the marketing mix variables. Marketing is about segmenting the market with insight, targeting your segments with precision, and positioning your offer with relevant creativity. 

This is not possible in the dark and relying on guesswork or market wisdom is too expensive. Research is the only way to reduce the risk of failure and to increase the probability of making optimum decisions.

LANDMARK Market studies precede market entry decisions can redirect our clients to focus on more profitable market segments, to develop a better product configurations, to confirm or revise basic market assumptions, to select the optimum timing for the launch, to attract strategic investors, and/or to fine-tune to customer unmet needs, priorities and motivations.

LANDMARK team of highly trained qualitative specialists uses innovative techniques during interviewing/moderating to probe deeply held motivations, attitudes and beliefs that often play a larger role in market choices than the rational explanations initially provided by respondents. 

Our advanced understanding marketing research allows us to utilize innovative study design, moderating techniques, and analysis, tying research findings to your business objectives. 


LANDMARKs' research methodologies :

            - Face to face surveys 

            - In-depth interviews 

            - Focus groups 

            - Experts interviews

            - Brainstorming and workshop sessions 

            - Electronic web or E-mail based surveys 

            - Self completion hard copy surveys 

            - Telephone surveys


Our specialized marketing researches :


- Brand equity research : How favorably do consumers view the brand? 

- Commercial eye tracking research : Examine advertisements, package designs, websites, etc by analyzing visual behavior of the consumer 

- Concept testing : To test the acceptance of a concept by target consumers 

- Buyer decision processes research : To determine what motivates people to buy and what decision-making process they use 

- Copy testing : Predicts in-market performance of an ad before it airs by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ads flow of attention and flow of emotion. 

- Customer satisfaction research : Quantitative or qualitative studies that yields an understanding of a customer's of satisfaction with a transaction 

- Demand estimation : To determine the approximate level of demand for the product

- Distribution channel audits : To assess distributors and retailers attitudes toward a pro duct, brand, or company

- Internet strategic intelligence : Searching for customer opinions in the Internet: chats, forums, web pages, blogs... where people express freely about their experiences with products, becoming strong "opinion formers"

- Marketing effectiveness and analytics : Building models and measuring results to determine the effectiveness of individual marketing activities. 

- Mystery Consumer or Mystery shopping : Our representative anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitors' products. 

- Positioning research : How does the target market see the brand relative to competitors? What does the brand stand for? 

- Price elasticity testing : To determine how sensitive customers are to price changes 

- Segmentation research : To determine the demographic, psychographic, and behavioral characteristics of potential buyers 

- Test marketing : A small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market

- Market Evaluation and Forecasting : LANDMARK can provide help when you have to consider the possibility of entering new markets, are faced with challenging or unexpected developments in existing ones, or simply require a fresh perspective on those that you already know.

- .and More

Competitive Intelligence is both a process and a product:


The process of Competitive Intelligence is the action of gathering, analyzing, and applying information about products, domain constituents, customers, and competitors for the short term and long term planning needs of an organization. 

The product of Competitive Intelligence is the actionable output ascertained by the needs prescribed by an organization and making the organization more competitive relative to its existing set of competitors and potential competitors.

LANDMARK uses competitive intelligence to compare your position to other organizations, which enables you to make informed decisions.

Most firms today realize the importance of knowing what their competitors are doing, and the information gathered allows organizations to realize their strengths and weaknesses. With the right amount of information, organizations can avoid unpleasant surprises by anticipating competitors moves and decreasing response time.

LANDMARK provides the robust competitive intelligence you need to take strategic and tactical business decisions confidently. We explore and analyze your competitors' strengths and weaknesses, including overall performance, organization, sales and marketing activity, customer reputation, pricing and product portfolio. From this we build a clear, comprehensive view of their current priorities, capabilities and most likely future moves.

We also assess the significance of our findings for your company and will help you to develop effective counter-measures.


COMPETITIVE INTELLIGENCE AND BENCHMARKING


Benchmarking is the process of identifying 'best practice' in relation to both products (including) and the processes by which those products are created and delivered. The search for 'best practice' can take place both inside a particular industry, and also in other industries.

The objective of benchmarking is to understand and evaluate the current position of a business or organization in relation to 'best practice' and to identify areas and means of performance improvement.

LANDMARK will benchmark the marketing activities of the company against several direct competitors to be identified with management. The aim is to verify the assumptions that managers at different levels have about the market and their beliefs about the positioning of the company and its brands among its competitors.

Through this rigorous and systematic procedure, it is possible to assess the efficiency and effectiveness of the marketing function in the organization. The diagnostic study identifies areas for improvement and provides specific recommendations to overcome weaknesses.

Benchmarking should not be considered a one-off exercise. To be effective, it must become an ongoing, integral part of an ongoing improvement process with the goal of keeping abreast of ever-improving best practice.


Our Types of Benchmarking :

Strategic Benchmarking :

    Description

Where businesses need to improve overall performance by examining the long-term strategies and general approaches that have enabled high-performers to succeed. It involves considering high level aspects such as core competencies, developing new products and services and improving capabilities for dealing with changes in the external environment. Changes resulting from this type of benchmarking may be difficult to implement and take a long time to materialize.

Most Appropriate for the Following Purposes

- Re-aligning business strategies that have become inappropriate


Performance or Competitive Benchmarking :

Description

Businesses consider their position in relation to performance characteristics of key products and services. Benchmarking partners are drawn from the same sector. This type of analysis is often undertaken through trade associations or third parties to protect confidentiality.

Most Appropriate for the Following Purposes

- Assessing relative level of performance in key areas or activities in comparison with others in the same sector and finding ways of closing gaps in performance


Process Benchmarking :

Description

Focuses on improving specific critical processes and operations. Benchmarking partners are sought from best practice organizations that perform similar work or deliver similar services. Process benchmarking invariably involves producing process maps to facilitate comparison and analysis. This type of benchmarking often results in short term benefits.

Most Appropriate for the Following Purposes

- Achieving improvements in key processes to obtain quick benefits


Functional Benchmarking :

Description

Businesses look to benchmark with partners drawn from different business sectors or areas of activity to find ways of improving similar functions or work processes. This sort of benchmarking can lead to innovation and dramatic improvements.

Most Appropriate for the Following Purposes

- Improving activities or services for which counterparts do not exist.


Internal Benchmarking :

Description

Involves benchmarking businesses or operations from within the same organization (e.g. business units in different countries). The main advantages of internal benchmarking are that access to sensitive data and information is easier; standardized data is often readily available; and, usually less time and resources are needed. There may be fewer barriers to implementation as practices may be relatively easy to transfer across the same organization. However, real innovation may be lacking and best in class performance is more likely to be found through external benchmarking.

Most Appropriate for the Following Purposes 

- Several business units within the same organization exemplify good practice and management want to spread this expertise quickly, throughout the organization


External Benchmarking :

Description

Involves analyzing outside organizations that are known to be best in class. External benchmarking provides opportunities of learning from those who are at the 'leading edge'. This type of benchmarking can take up significant time and resource to ensure the comparability of data and information, the credibility of the findings and the development of sound recommendations.

Most Appropriate for the Following Purposes 

External Benchmarking Involves analyzing outside organizations that are known to be best in class. External benchmarking provides opportunities of learning from those who are at the 'leading edge'. This type of benchmarking can take up significant time and resource to ensure the comparability of data and information, the credibility of the findings and the development of sound recommendations. - Where examples of good practices can be found in other organizations and there is a lack of good practices within internal business units


International Benchmarking :

Description 

Best practitioners are identified and analyzed elsewhere in the world, perhaps because there are too few benchmarking partners within the same country to produce valid results. Globalization and advances in information technology are increasing opportunities for international projects. However, these can take more time and resources to set up and implement and the results may need careful analysis due to national differences

Most Appropriate for the Following Purposes

- Where the aim is to achieve world class status or simply because there are insufficient 'national' businesses against which to benchmark.

Desk Research (sometimes known as secondary data or secondary research) involves gathering data that already exists either from internal sources of the client, publications of governmental and non-governmental institutions, free access data on the internet, in professional newspapers and magazines, in annual reports of companies and commercial databases to name but a few. 

In many projects, carrying out an initial desk research stage is strongly recommended to gain background knowledge to a subject as well as providing useful leads that will help to get the maximum from a research budget.



Desk research services:

One of LANDMARKs' exclusive services for the Healthcare sector is the medical desk research ; our medical and pharmaceutical experts will help you in gathering secondary data concerning anatomical ,physiological ,pathological information coinciding with comprehensive product knowledge in any field of medications.

LANDMARK possesses special talent in searching for powerful mega-studies concerning any drug molecule ;whether it was comparative or descriptive study ,whether efficacy or safety type. Studies obtained by our people are strong ,reference based and published in a respectful and international journals or congresses .


Our desk research sources:

            - Reference books

            - On-line sources

            - Authorities

            - Authentic Guidelines 

            - Directories

            - Specialized Journals 

            - Conference reports

            - CD-ROM