Problem we solve · Innovation, Portfolio & Customer Insight
“We bought the market report. It doesn't answer our question.”
Syndicated research is broad by design; your decision is specific. Custom research, designed around the decision, with the right respondents and analysis, gives actionable insight.
Cause 1
Research designed without the decision in mind
Cause 2
Wrong respondents
Cause 3
No link to segmentation or value
Paraphrased and anonymized from recent conversations.
“We want to gather data from customers, with sales and distributor reps, to support or reject our value proposition hypotheses.”
The approaches we use most often for this problem. Most clients start with one.
How we help
We group customers by what they need and value, then design an offer, service level and price for each group.
How it works →How we help
We map who buys, specifies, influences and captures value from supplier to end user, so your value proposition and price work for every step that matters..
How it works →Market Edge frameworks used to diagnose and fix this problem.
Food Processing · Wine producers
[Result]
A food processing technology leader patented a solution that cut water use and disposal cost for wine producers, but needed to position and price it.
Read the case →Medical Devices
[Result]
A medical device leader targeted a complex disease area with only one effective treatment, and needed to know where innovation would matter most.
Read the case →Articles by Market Edge consultants on mkt-edge.com.
When the decision is significant and specific, and internal opinion is divided.
Yes, including surgeon, hospital and procurement research.
"We've been sales and rebate led for years."
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"We're about to launch, and the price is cost plus margin."
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →"We're reorganizing our route to market to grow margin, not volume."
New customer tiers, channels or owners mean the sales force has to change who it calls on and what it sells.
How we help →Innovation, Portfolio & Customer Insight
“We fund R&D on technical promise. The market case comes later, if at all.”
Read more →Innovation, Portfolio & Customer Insight
“Our gates check documents, not evidence.”
Read more →Innovation, Portfolio & Customer Insight
“Mature products take all our time. Lifecycle decisions keep getting postponed.”
Read more →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.