How to gather meaningful insights on your targets

12CDM 16 September 2020
 How to gather meaningful insights on your targets

Any marketing campaign and any business plan begins with market research. It is an important first step to take as it helps to understand the ecosystem of the company and assess its components. 

A market research, from an external point of view, can be divided into two main categories:

  • Document review aims to collect macro information that exists on the market
  • Qualitative and quantitative market research

A concrete example of market research study is a comparative study, also called « benchmark ». It allows the positioning of the company or a brand in their environment and quickly identifies the axes of their positioning and differentiating strengths. 

Your brand operates in B2B and B2C market and you need an external expert opinion to analyse the situation and guide your positioning or your future commercialisation decisions. You need to ask yourself the following questions: 


    • How big is my market? 
    • What is its size by volume and value? 
    • Who are the key players? 
    • What are the best market practices in France, Europe or worldwide? 
    • What are my differentiating strengths?
    • How best to articulate my offering depending on the state of the market? 
    • Both document review and good benchmarking facilitates the answering to these fundamental questions.

Les 12 coups de minuit, a consulting agency, has developed a unique research methodology which is based on curation tools and multisectoral data library. Our method also uses main reference matrices in our field of work. We believe that there is no single answer to your need, that is why we tailor framing matrices especially for you. These are several martices examples we utilize:  ADL Matrix, Ansoff Matrix, etc.

We often take the initiative to customize or mix these tools depending on the needs of our clients. 

We work with our clients and partners hand in hand. Often the challenge is to gather existing information and involve all stakeholders. 

Fans of Design Thinking methodologies, we usually run several workshops upfront to ensure that we have a clear understanding of the problem statement. 


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