Research

• Considering a technology purchase, and want to chat privately (sans sales rep) with an existing user?
• Working on a business case presentation and need the most current data?
• Comparing potential ideas and need some strategic intelligence?

Collecting and analyzing unstructured info can be very time-consuming and it can be daunting to sift through the volume of available data to find reliable and useful information.

Whether it's a quick review of 'what's out there' or an intensive market analysis, CPA can assist with all kinds of research. In the past we have worked with professional market researchers, academics, writers, and competitive intelligence pros who are now on-call to us.

Primary research – also called 'field research'- involves collecting data firsthand, often through focus groups, interviews, and/ or direct contact with potential or existing customers.

Secondary research - also called 'desk research' - is usually done first. It could include internet searches, analysis of white papers and magazine articles, collecting publicly available information, etc. It is quantitative research done using information from external or existing sources.

Competitive Intelligence

Competitive Intelligence is the process of defining, gathering, analyzing, and distributing Intelligence about products, customers, competitors, etc. to support executives and managers in making strategic decisions for their operation.

Companies use Competitive Intelligence to be less surprised by competitor's actions, and to minimize uncertainty. Competitive Intelligence always requires both primary and secondary research. In 2006, for example, after extensive research to diversify and move into the organic fish market (available at Whole Foods), Walmart bought all the organic fisheries so it would have no competition, and could keep prices low in sync with its Unique Selling Proposition (Save Money, Live Better Wal-Mart)