Market Research

Market research involves compiling and analysing information in detail, which helps with decision-taking in order to improve or render competitive a service or product, determine possible features of success or failure, define objectives and strategies promoting development and innovation; all through knowledge of the perceptions that people create based on various contextual situations. This helps us to get to know current and even potential clients, describing the size of the real market, which may be of interest or be affected by our product or service. In short, as Wernher von Braun, a German aerospace engineer, said: “Research is what I do when I don’t know what I’m doing”.

At Auren, we have competitive experience in all current research platforms (Face-to-Face, via telephone, via the Internet). Whether it is through Qualitative or Quantitative Research, we manage to understand the market and develop the best strategies jointly with our clients in order to foster ongoing improvement.

Our services include:

  • Surveys
  • Client Satisfaction Studies
  • Brand Equity and Brand Awareness
  • Price Sensitivity Meter (PSM): Van Westendorp
  • Working Environment and Organisational Culture
  • Political Marketing
  • Focus Group
  • In-Depth Interviews
  • Mystery Shopper
  • Ethnography
  • Blind-Testing of Product
  • Scouting
  • Semiotic Analysis

Furthermore, we carry out special studies in the following area:

  • Organisational Culture and Climate

This study consists of a series of surveys, interviews and group dynamics applied to personnel in order to obtain the true perception that employees have of the organisation.

  • Image and Positioning

In positioning, what is important is not what you believe your brand or product to be, but what your clients believe it to be. This is why it is important to carry out these types of studies. On using the Brand Equity model developed by actuaries and marketing specialists in the area, we obtain a clear view of exactly where your brand lies, and its strengths and weaknesses compared to the competition.

  • Price Elasticity

PSM attempts to capture the extent to which a product has an inherent value denoted by price. This is a very useful tool for defining fair prices considering client perception.
Through this analysis, you can be certain of the fair market price for consumers.

  • Concept, Product and Packaging Tests

The crucial stage for tests to be of great use is the establishment of key limits or parameters and benchmarks. Tests of this nature seek to establish whether consumers understand the product, and whether they like its overall qualities, from its presentation to its function or taste.

  • Satisfaction and Loyalty Studies

It is important for companies to invest in client knowledge, in the needs and problems they face, in order to grow and maintain their loyalty. A satisfied client will no doubt recommend your services, attracting new business possibilities, which will of course strengthen the growth of your company and will therefore consolidate the scope of the necessary objectives.

  • Consumer Uses and Habits

Defining the habits of use of a product or service is essential in order to be able to develop a market and therefore for the design of new products. These types of studies allow us to establish objectives and goals based on market information and not only internal information; consumption habits can provide us with important areas of opportunity, displaying new trends, purchasing places, possibilities of product extension, or the combination or replacement of elements.

  • Public Opinion

Public opinion is normally used in political marketing in order to implement strategic and tactical actions throughout a political campaign, whether electoral or institutional, in order to influence citizen behaviour and attitudes in favour of certain ideas, programmes and people.

  • Client Profile and Segmentation

In order to complete a profile, it is important to position it within a segment or group for which consideration must be taken of socio-demographic variables, tastes or areas of interest, behaviour, habits, beliefs, etc. These types of studies represent a competitive advantage, as they focus efforts on specific markets instead of covering a whole, turning us into strategists and providing us with the tools needed in order to start to act.

  • Evaluation of Advertising and the Media

Efforts for measuring advertising may be applied before, during and after a campaign. It is possible to define the impact, recognition or recall of it, effects or perceptions created, etc.