Harris/Decima - Market Research

By: Decima  09-12-2011
Keywords: media monitoring, Social Media Monitoring

Harris/Decima’s Market Assessment solutions provide a cohesive understanding of markets — both the ones you operate in now and ones you may want to enter. We help you assess the individuals who participate in your markets—their needs, wants, characteristics and behaviors. Beyond this, we help you comprehend how individuals interact with brands and products, providing a detailed description of your market’s texture and any accompanying opportunities.

Our solutions rest on four pillars, each providing insight into critical strategic marketing issues:

  • The Individual: How can I target my products most effectively? What are the characteristics and needs of those who are my best potential or actual customers? What groups of consumers should I avoid marketing to?
  • Competitive Landscape: What organizations participate in this market? What do the individuals who purchase and use their products and services think of them? How do their strengths and weaknesses compare to yours? Do their stakeholders advocate for them?
  • Market Structure and Size: How are products and services used in this market depending on situation and occasion? Are there gaps in the market that your products or services could fill? How large is the market in total?
  • Reputation Audit: What is the current reputation measure for your brand and how can it best be increased?

Why Harris/Decima

  • Over 30 years of experience in Market Assessment
  • Deep industry expertise coupled with unparalleled survey design and respondent measurement tools
  • Proprietary, innovative techniques
  • Cutting edge qualitative tools such as Advanced Strategy Lab (ASL)
  • Deep quantitative analysis through Strategy Cube
  • Social Media Monitoring and On-Line Communities
  • Global reach in analyzing markets

Keywords: media monitoring, Social Media Monitoring

Other products and services from Decima


Harris/Decima - Reputation Audit

Reputation is not necessarily informed by any actual knowledge about, communication from, or interaction with the company – and can be held, communicated, transmitted, and transferred by stakeholders who are outside the company’s control or knowledge. Corporate Reputation can be defined as the sum of all perceptions and expectations that relevant stakeholders have about a company in relation to that specific stakeholder’s own agenda.


Harris/Decima - Performance Research

The Harris/Decima Brand Performance practice assists clients with understanding how reputation can be used as a driving force toward desired business outcomes amongst a myriad of stakeholder groups. Development and execution of custom reputation measurement instruments and models — Action planning for improving or developing communication and program strategies, content, and tactics.


Harris/Decima - Competitive Landscape

Harris/Decima's Competitive Landscape solutions draw upon the unmatched resources of our Brand, Customer Loyalty, and Stakeholder practices to provide you with rich insight and actionable foresight on where your brand stands vis-à-vis your competitors.


Harris/Decima - Audience Measurement & Engagement

Harris/Decima offers multi-client and client-specific approaches to measuring media engagement – all of which include our proprietary Consumer Connection approach as the core, proven metric underlying audience engagement and a validated predictor of future purchase behavior.


Harris/Decima - Market Structure & Size

Harris Interactive’s Market Structure solution helps you better position new and existing products by providing a map of your market in terms of which products are used by whom and in what situations. Which products in your category are used by individuals across a wide array of occasions and which are only used in specific situations.


Harris/Decima - Brand & Communications

Harris/Decima offers a variety of “asking” and “listening” methods to understand how consumers are experiencing and connecting with your brand…whether they are “real” consumers, business targets, employees or the media. Brand and stakeholder relationship researchers focused on specific industries to deepen insight and provide actionable knowledge.