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Agrimarketing : October 2007
FOCUS ON: MARKET RESEARCH MARKET RESEARCH ROUNDUP Editor's note: We invited leading ag market research firms to provide their insights on some projects they have been conducting. MILLENNIUM RESEARCH, INC. Millennium provides full-service market research consulting and qual- itative and quantitative services. Our clients rely on our ability to design custom projects that effectively and efficiently meet their information needs, and our insight into what the results mean for them. We tend to do a lot of new product development work, communications evaluations and customer loyalty analysis, which provides the building blocks for a successful business or marketing plan. We're doing a lot of development work on proprietary customer/ prospect/market panels, where we develop a custom panel that repre- sents the market segments our clients need to talk to, and manage and administer the entire panel function. It allows manufacturers with a broad product line to effectively leverage their market research dol- lars and get feed back continuously, instead of sporadically. It can be used for the same purposes as a unique one-time project, but over time may save clients 50% or more on their market research investment. We also have new Internet soft- ware capabilities that are really excit- ing as far as communications or other graphic material testing. It allows respondents to highlight parts of advertisements or other graphic materials to answer a ques- tion. We grid the graphic, so that respondents click on the specific item that catches their attention, and it's recorded as a graphic answer. We see more emphasis on inno- vation, really moving beyond mar- keting what you have to create something new that speaks to a par- ticular need that is not being addressed, and even some over- looked basics. Really, packaging can have huge impact on product sales. MARKETING HORIZONS, A DIVISION OF MARKET PROBE Today's clients are demanding more than just research data. Gone are the days when results were submitted to clients and the project was closed. Today's client wants an independent researcher to actively participate in moving a project from the beginning stages of study design to the final development of action plans based on research analysis. Successfully actual- izing this client desire takes a market- ing research firm staffed by profes- sionals with genuine agribusiness industry experience. Marketing Horizons has invested in the future success of its animal health clients by adding Chance Genovese, DVM, as its Dir of Global Animal Health and Nutrition. In addition to a background as a board certified veterinarian, Genovese offers global marketing research experi- ence within the animal health industry. The result of this dual expertise is a depth of insight in interpreting research results, coupled with the ability to make actionable recommendations based on a strongly customer-centric perspective. Marketing Horizons, along with its parent company Market Probe, has experienced great growth both domestically and globally. Market Probe was ranked by Inside Research as the field's fourth fastest growing company in terms of global revenue growth (details available in the September 2007 edition of Inside Research). MARKET DIRECTIONS Large property owners (Hobby Farmers) have captured the attention of marketers as a way to grow their brands and their business. Large property owners are motivated to invest in their lifestyle, and have the income to do so. Market Direc- tions recently concluded a com- prehensive analy- sis for an agribusi- ness client to better understand how large property owners influence the Farm and Fleet channel and to develop a growth plan for the client that will increase business in core competency categories, as well as, uncover new areas of opportunity. Market Directions' approach included examining the following: • Business insights. 58 AgriMarketing October 2007 Johnson firstname.lastname@example.org Genovese c.genovese@ marketprobe.com Spaulding susan@ marketdirections.com
November December 2006
November December 2007