Our overall approach is rooted in the following assumptions and principles:

• Market-Driven Philosophy: A good strategy always starts with a strong understanding of customer needs and market drivers.
• Iterative Process: Research is about bringing insight and knowledge, rather than capturing data for data's sake. Our research methodology involves constantly updating the questions being asked to reflect what has been learned and what remains to be learned (to drive knowledge and insight).
• Results-Driven Orientation: Marketing is about results: We develop a strategy and implementation plan that can actually be executed. Our goal is an actionable strategy and executing that strategy (and not producing some theory-based report).
• Market Value Proposition (MVP): If you don't make money, you die. If the channel is not properly compensated for desired activities, it will not sell. If customers do not receive a return on investment, they will not buy. The MVP concept means that the business model must show economic value on all three levels: supplier, channel, and buyer.

Market Driven Philosophy

Starting with our philosophy that the market (end user) should drive the strategy, most projects begin with primary end-user research. Who, other than the customer, can better tell us what the customer wants to buy (product/solution), what he will pay for it (price), how he will learn about it (awareness/promotion), and where and how he would like to buy it (channel)?

Iterative Methodology

Our research approach is grounded in two basic premises:

1. There is no point to continuing to ask the same questions when we already know the answer.
2. Similarly, paraphrasing Socrates, "We need to know what we don't know, and then we must try to learn about this."

We address the need to modify what we ask of customers, channels, or partners by using an iterative process in our research rather than using a static survey methodology. Our discussion guide evolves as we learn more from customer discussions. We will add and remove questions from the discussion guide as we close down or add issues. The questions are intended to probe into customer decision dynamics and are open-ended, leading to a conversation and not pigeon-holed yes/no answers or placement onto some sort of 10-point scale.

Those who have been schooled in statistical surveys resist the notion of modifying the research tool along the way, but anyone who cares about the money spent on research, and ultimately the results, quickly sees the value of our approach. Our process produces much faster and deeper knowledge of customer issues (true insight), and typically at a lower cost than traditional survey approaches. A classic survey will inevitably waste resources in building samples while failing to identify and probe into the most critical issues which usually surface during the research process.

Results-Driven Orientation

Of course, the market is not monolithic, so there is typically a market segmentation effort to understand the key differences in the marketplace and to prioritize segment(s). We know how important it is to actually find and sell to the market segments that we recommend that you target, so we drive actionable segmentation. What does this mean?

• We develop a segmentation that matters in the marketplace (aligns with what drives purchasing of the solution).
• We develop a segmentation that can be identified and found. We can fairly easily implement a strategy around a segmentation based on customer size, geography, or vertical market/application. This is not so easily done when the segmentation is based on psychographics/lifestyles or attitude.

Similarly, we develop strategies that are realistic (can be implemented) and will produce sales (rather than intangible marketing value).

Market Value Proposition (MVP)

Economic value is core to the success of any business idea. We have a concept of the Market Value Proposition (MVP). Many companies speak of a company's "value proposition." However, what is often lacking is the focus on economics. It is easy enough for a business to lay claim to being the best solution provider in the market. However, a market only exists where there is a healthy supplier, a healthy buyer, and a healthy channel. This seems basic, but many companies have collapsed because one of these three legs on the market stool was missing, causing the value proposition to collapse. Thus, the MVP framework ensures that clients create strategies that deliver economic value for themselves (will profit in providing the solution), the buyer (can and will pay for the solution), and the channel (will make money and be motivated to sell the solution).