ValueKeys™ Research

ValueKeys™ Customer Research

Customers measure a company or a product offering against their perceived "ideal". This reference point, so critical in its influence on customer purchase behavior, is called a perceptual "lock". At any point in time, any number of offerings in the market have the potential to "unlock" the customer's ideal reference point.

The fundamental marketing challenge is to win sales and loyalty by finding or defining a set of "keys" which comes closest to opening the "lock," thereby forming the essential value bond between the customer and the brand.

ValueKeys™ provides these insights with projectable measurements and fresh intelligence about industry and market dynamics. ValueKeys™ provides new information not available from other research sources - particularly direct questioning techniques. While traditional research determines where a company or product offering is in the mind of the customer, ValueKeys™ determines where it could be. Traditional research asks what customers believe. ValueKeys™ helps determine what they are willing to believe.

ValueKeys™ will help you understand customer or segment motivations and purchase behaviors and enable you to prototype new offerings. The ValueKeys™ system uses established psychological data to first identify a customer's "lock" pattern and then identifies the "keys" that will open this lock.

ValueKeys™ Competitive Research

Competitive studies analyze strategic and tactical aspects of a specific company or the structure, dynamics and direction of a specific industry. Typically, our ValueKeys™ competitive studies focus on three kinds of competitors: