Qualitative Market Research Analyst & Business Counseling

Market segmentation is necessary for any search to save resources and focus on main strategy. Identifying market segmentation is also necessary to know where we stand up now and where are we going to be in the future

In ROE Smithson & Asociados, we are leader in market investigation to support all our customers to run their main strategy into any niche market in order to make a reliable market segmentation based on all data collected by some techniques

Market segmentation is very important to determine goals and also resources to become a new player enter in a new market or to enter into an actual market with new products to have the best opportunity to achieve strategic goals.

ROE Smithson & Asociados Ltda. is a leader company bilingual English-Spanish dedicated to make market research with operations in Chile, Colombia, Peru, Bolivia, Brazil, Uruguay and Argentina.  Afterwards, the market investigation is presented to our customers in both qualiltative and quantitative figures for them to make their minds about market segmentation and get allocated resources and efforts.

Market segmentation is a key to know where we are aiming to. Market segmentation is worth to run Strategic Plan and at ROE Smithson & Asociados, we have the experience and knowledge to collect all the information required to define what segment is appropriated to run the strategy in terms of new materials, promotions, publicity, new markets and so forth.

It is also important to make market segmentation in order for our customers to maximize chances and resources to know in advance what specific market they are going into participate to have the highest probability to succeed.

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Understading market penetration as the depth of sales of a particular product in a given market, the deeper the penetration, the higher the volume of product sales.

The term market penetration is often used to measure the level of success a new product or service has achieved. Cutting prices, increasing advertising, obtaining better store or shelf positions for their products, or innovative distribution tactics are some market penetration strategies.

Roe Smithson & Asociados Ltda will assist you in researching and choosing an effective method to identify new segments that can be penetrated in the markets you wish to penetrate. The market penetration strategy will be analyzed and chosen after you and your company:

• Understand your customers, their needs, and their intentions.
• Decipher the search patterns to reveal new markets left untapped by yourself and your competition.
• An entirely new market can be found in a matter of days
• A strategy to effectively penetrate that market follows behind naturally.

Market penetration is both a growth strategy and a pricing strategy. Before seeking to implement a market penetration strategy a company must perform accurate market research to determine whether or not penetration pricing will optimize growth.

The validity of the strategy in the existing market conditions must be properly evaluated and should be tested with a small group of customers before offering the product on a large scale.

“When executed properly a market penetration strategy can gain and sustain competitive advantage for a firm. A firm that meets the conditions necessary to implement penetration pricing can exploit its strategic advantages and help achieve its overall goals.”

For selecting the most appropriate strategy, the deciding factors are the type of product, the life cycle it is in, the existing market conditions, customer perceptions and such other factores. As it is a very crucial decision, Roe Smithson & Asociados Ltda will provide a focused effort to reach your company’s objectives using a wide range of marketing tools and a specific approach to meet your business needs.

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When the research data has been analyzed, the results shall be compiled into a clear and logical format known as the Final Report Development.  This must convey:

• The research results
• Key indicators
• Recommendations with supporting evidence
• Conclusions

In regards to the Final Report Development it is important to keep in mind:

1. Its quality projects the dedication and professionalism of the individuals or the team that has compiled it.
2. The information contained in the Final Report Development might be relevant and accurate.
3. The report may be used by the client as a basis for making significant decisions on a product, the business or the company itself. Therefore
   the information must be presented in such a form as to aid effective decision making.

The content of the Final Report Development is:

• Title Page: It includes the research title, the client’s name, the name of the research company and date of submission
• Table of Contents: Including section titles and any relevant subheadings with accompanying page numbers, list of tables, list of figures, and list of appendices.
• Executive Summary: Also called Management Summary or Abstract. This is a summary of the report that allows executives to understand quickly the key issues behind the research findings and recommendations. The summary includes research objectives, methodology used, key findings, conclusions, recommendations.
• Introduction: Provides the background of the report and may include a statement of the research problem, the research objectives, details of the research team and acknowledgements.
• Methodology: Outlines the way the research as conducted.

The Final Report Development made and submitted by Roe Smithson & Asociados Ltda covers all the marketing and financial feasibility as well as it recommends next steps the client should take to continue its project.

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Strategic marketing is more important than ever as companies face new challenges. Competition has increased through deregulation and globalization.

Gain market and competitor knowledge before investing in the market. Benchmark your own company performance.

We are a specialist strategic marketing consultancy whose purpose is to help business owners and managers achieve their marketing and business development objectives.  At Roe Smithson & Asociados Ltda we enable our clients to:

• Identify and capitalize on market opportunities
• Stay ahead of competitors
• Optimize propositions

Our approach as a strategic marketing consultant is to enable our customers to build their sales and profitability based on a marketing strategy that is focused on developing a sustainable relationship with their customers. We work closely with our clients to create and deliver essential advantage.

As a specialist strategic marketing consultant we are able to flex the service we provide dependant upon your needs. We provide a full service that creates winning marketing strategies to exceed your business objectives. We use the latest tools and techniques to rapidly resolve problems, explore and develop opportunities cost and time efficiently. 

Our job is not only to research and evidence new opportunities and the best way forward, but we also work in implementing operational marketing and business development. We count on a strategic marketing methodology that is unique and highly succesful.

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Although there are many ways to perform market research, most businesses use one or more of five basic methods: surveys, focus groups, personal interviews, observation, and field trials.

Various market research methods are used to find out information about markets, target markets and their needs, competitors, market trends, customer satisfaction with products and services, etc. The type of data you need and how much money you’re willing to spend will determine which techniques you choose for.

Market research methods are divided into the following categories:

1. Questioning:

• Qualitative marketing research - used for exploratory purposes. This method gathers non-numerical data from a relatively small number of participants. The data is not analyzed using statistical techniques, but summarized and interpreted by researchers. The most common methods employed in qualitative research are focus group interviews and in-depth interviews.
• Quantitative marketing research - used to draw conclusions . It covers all projects in which numerical data is either directly aimed for or used in the process of providing final answers. A survey that asks a series of closed questions is a typical and probably most popular quantitative research method.

2. Observation:

• Ethnographic studies - Examples include product-use analysis and computer cookie traces
• Experimental techniques - Examples include purchase laboratories and test markets.

Specific market research methods are designed to balance data quality, direct costs, professional fees and timeframe. The methodology should take an approach that is replicable, manageable and as economical as possible given the research objectives.

Market research is an important tool that supports business decision making. Whether you’re deciding to expand internationally or create a new product, let Roe Smithson & Asociados Ltda help you gather the data you need to make your next business be a success.

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In-depth interviews are often an initial part of the market research process that allows the researcher to understand issues in depth before moving onto quantification.

They are excellent for exploration and understanding the underlying motivations, beliefs, attitudes and feelings of respondents on a particular subject. They provide opportunities for probing deeper issues, uncovering hidden aspects of the subject and also allow flexible adaptation of the interview script.

As a one-to-one qualitative market research technique, Roe Smithson & Asociados Ltda uses the in-depth interview in both business to business and consumer market places to help understand opinions and perceptions. We have great experience in conducting in-depth market research face to face or telephone interviews with consumers or businesses.

Our in-depth interviews provide reliable research which is turned into practical and actionable business solutions, insightful recommendations and marketing/business strategies.

We take pride in being efficient and problem-focused, delivering solutions beyond diagnosis. We set out with a business perspective in mind and deliver actionable business recommendations.

Our fully equipped company allows us to carry out qualitative research and our skillfull representatives allow us to deliver the final product, fast, accurate and at very competitive prices.

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Roe Smithson & Asociados Ltda provides marketing and market research services to businesses throughout Santiago, Chile - Lima, Perú - Santa Cruz, Bolivia, Sao Paulo, Brasil - Bogotá, Colombia - Montevideo, Uruguay - Buenos Aires, Argentina.

We can help clients develop better brands by enabling them to truly understand and connect with their key targets. The results of the market research services are designed to help make informed and profitable decisions every time.

Also, the comprehensive market research services to businesses are designed to be cost effective for everyone. The service is designed to ensure clients mazimize their investments in new services and markets as part of their strategy to provide cost efficiencies, helping clients to increase revenues and maximize profits. These services include:

• One to one marketing consultancy sessions, either face to face or on the phone.
• In-house team brainstorming sessions to kick-start your marketing planning.
• Confidence to write your own marketing materials.
• Confidence to build and manage your own website.
• Market research with your clients including online surveys where appropriate.
• Help using Microsoft Excel and PowerPoint packages to greatest effect.

Our clients may require a full service approach, including the initial proposal through to fieldwork and the delivery of the results, or they may require resources for a particular aspect of the project. Whichever, our company is happy to fit in with your individual requirements. The project management is conducted by experienced staff, ensuring projects are delivered on budget and on time, to the highest quality standards.

Roe Smithson & Asociados Ltda has a wide customer base due to our experience across a wide range of industry sectors and can apply research expertise to any sector of interest. Clients rate our professionalism, responsiveness, research designs, and results as tops.

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Market and survey researchers perform research to find out how well the market will receive products, services, and ideas. Such research may include planning, implementing, and analyzing surveys to determine the needs and preferences of people.

Market research analysts devise methods and procedures for obtaining the data they need. Often, they design surveys to assess consumer preferences through Internet, telephone, or mail responses.

They conduct some surveys as personal interviews, going door-to-door, leading focus group discussions, or setting up booths in public places. Trained interviewers usually conduct the surveys under the market research analyst’s direction.

Survey researchers also gather information about people and their opinions, but they focus exclusively on designing and conducting surveys. The surveys collect information that is used in performing research, making fiscal or policy decisions, measuring the effectiveness of those decisions, or improving customer satisfaction.

Survey researchers may use a variety of mediums to conduct surveys, such as the Internet, personal or telephone interviews, or questionnaires sent through the mail. They also may supervise interviewers who conduct surveys in person or over the telephone. They design surveys in many different formats, depending upon the scope of their research and the method of collection.

Roe Smithson & Asociados Ltda provides high-quality survey research including market research surveys, employee opinion surveys, and customer satisfaction studies. We offer a wide range of services including questionnaire design, survey programming, survey hosting, project administration, and comprehensive data analysis and reporting services.

We can supply survey and research services for your specific market sector. Our skillful staff includes database administrators who can provide a full range of custom survey solutions at affordable prices. A technical team with decades of market research experience carry out the programming and managing of survey research projects from end-to-end.

We are committed to working in partnership with our clients, and to providing total customer satisfaction. Contact us.

Direct Marketing refers to selling that is based on a personal, one-to-one relationship that ties producers or sellers and consumers together. Many times this relationship is face-to-face. Some other times, the consumer and producer may not actually meet, for example, Internet sales.

Direct Marketing focuses on marketing product differences. Direct Marketing relies on differentiation. Differences can include: convenience, flavor, variety and novelty.

The idea is that neither products nor consumers are identical; products vary with consumers unique tastes, choices and preferences. Companies who are successful at direct marketing profit from these differences known as niches, rather than compete solely on price.

Careful preparation of Direct Marketing campaigns is essential if you are to make the most of your investment, get the response rates you want and ensure you do not contact individuals who have decided they do not want to receive direct marketing mailings. A Direct Marketing campaign can help you to achieve the following key objectives:

• Increasing sales to existing customers
• Building customer loyalty
• Re-establishing lapsed customer relationships
• Generating new business

Direct mail, telemarketing and Email marketing are some of the most common forms of Direct Marketing.

At Roe Smithson & Asociados Ltda we work with our clients to help them make better business planning decisions, optimize their marketing spend, increase sales effectiveness, develop better customer relationships and ultimately gain the competitor advantage.

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A Focus Group Interview is a relatively cheap and fast method of conducting qualitative market research, but it’s more than just a way to gather data from a number of respondents at the same time.

It involves a largely free-flowing, unstructured discussion by a group of people for the purpose of eliciting ideas or reactions to a topic such as service expectations. It is an effective qualitative method because as a group dynamic, it helps to stimulate ideas that might not be raised in a discussion with only one person.

Focus group interviews often simply called “groups” are group discussions:

• The group normally has between 8 and 12 participants
• The discussion lasts for up to two hours although an extended, several-hour long version is sometimes used
• All participants get paid for participation, and the level of this compensation depends on the characteristic of the group
• The discussion follows an agenda: a list of topics or areas to be covered
• Often conducted at specialized facilities, where it is possible to audio and video tape and observe from behind a one-way mirror, which enable other researchers and clients’ representatives to observe the discussion without being visible
• Participants are always aware of the possibility of being observed and need to agree to the recording
• A professional moderator, using a carefully prepared topic guide, leads the discussion in order to develop useful information

Whether your goal is to expand into new markets, introduce a new product or service, or gauge customer reactions, even the smallest businesses can benefit from a simple but well-planned market research study. The choice of method, be it focus groups, depth interviews, telephone focus groups, or a combination varies depending on your information needs.

Roe Smithson & Asociados Ltda helps you understand your market, your customers, your competitors, and larger industry trends by means of specialized methods of market research and focus group in Chile.

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