Better Brand Marketing Strategies

Better Marketing Strategies with PortMA Consumer Insights and Research Solutions

It has always been, and will always be, about the message to market match! PortMA helps you get there.

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Marketing Strategy that Works

A consumer segmentation strategy built on solid research is key to marketing and advertising that works. 

There is nothing more important than matching the right message with the right consumer. PortMA’s consumer segmentation research identifies consumers who are waiting to hear the story your brand has to tell.

PortMA takes a two-sided approach to most marketing research studies.  

  1. Discover what we don’t know
  2. Validate the prevalence and importance of what we learned

Qualitative Discovery

Efforts often start with a discovery phase.  It’s about discovering the range of attitudes, perspectives, habits, and beliefs held by a broad definition of the consumer target. 

This is done with a series of in-depth consumer interviews where PortMA works with your project team to recruit, schedule, interview, record, transcribe, code, analyze, and deliver a detailed report. This work results in a set of consumer profiles. 

Quantitative Validation

A targeted general market survey provides for a statistically valid measure of profile frequencies in the general population and which behavioral drivers are most significantly linked to purchase/ adoption.

The PortMA team combines a keen understanding of marketing with extensive experience supporting advertising agencies and brands.  We deliver our reports via in-depth briefing, often in-person, to walk the full team through the research findings and their implications to the marketing team.

And when we’re done, we don’t disappear. PortMA analysts are always available after delivery of the final version of any report to provide ad-hoc analysis, briefings, or supplemental reporting to assure that the team derives the value from the research that was intended.

The Core Capabilities that Support your Strategy Work

Satellite Segmentation

PortMA will field a single question survey to an online panel of 1,000 consumers, segments results on six dimensions, and then delivers an expert write-up with a 48-hour turn-around.

In-depth Interviews

We work with project stakeholders to develop the methodology and then recruit, schedule, interview, record, transcribe, code, analyze and deliver a detailed report

Panel Studies

We develop and manage a survey for statistically valid measure of the consumer profile and which key drivers are most significantly linked to purchase/ adoption.

Message / Concept Testing:

Building Winning Creative

Your marketing communication strategy is rooted in a presentation of the product benefits, features, and “reason to believe.” 

There are a number of different ways to present this message. Video, imagery, and text are all common and should be tested.

PortMA makes use of national consumer panels to test marketing communications video, images, and text. We work with you and your creative team to take a core message, develop two to three variations, and test consumer response to these messages with an online survey. 

PortMA’s unique approach to message testing gives you not only a rank ordering of which concepts/ imagery performed better but also tells you why. We can deconstruct the individual components of a message and report on what will work and what won’t.

“We can deconstruct the individual components of a message and report on what will work and what won’t.”

Our marketing communication strategy development research services provide you and your marketing creative team with feedback that is used to refine messaging and ensure a more effective campaign. The research results provide you with fodder for split-testing and additional creative direction.

Your ideas are your livelihood and they are not in short supply. As a Marketing Strategist, you focus on consumer profiles, messaging, and “reasons to believe” that position the brands you serve as leaders in their space.

Your market penetration strategy finds the right people and teaches them about products that make their lives better. Our research analyzes the habits, attitudes, values, and beliefs that group consumers into tribes. 

These consumers will seek products and services that complement their way of life. They will buy more often and in greater volume when they learn about these products and services through your authentic, on message, communications.

We get what you’re trying to do and provide consumer insights that allow you to do it better. Our research outcomes move your A/B split testing further along at a faster pace for less budget. Marketing strategists who work with PortMA get to higher conversion rates on a shorter timeline.

To learn more about our approach to consumer segmentation, please contact us at PortMA today.

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