Solutions
We approach every client engagement as unique, and have a full arsenal of qualitative and quantitative research techniques at our disposal. We have also developed a set of services and deliverables that help our clients gather and act on customer insights—immediately and effectively.
Addressable Personas
Personas are hugely valuable for bringing customer segments to life. Being able to see customers explain their motives, desires and hesitations creates an appreciation of emotions that can bridge the divide between marketers and their customers. But when personas are mere guesswork, or worse, impossibly complex, composite pictures of idealized targets, they lose all value. Addressable Personas steer clear of stereotypes and eliminate opacity—detailing real people, not mythical targets.
Market Landscapes
Market Landscapes are a powerful, analytical look into a category, audience or market designed to provide a sneak peek into its conditions and requirements prior to your entry. Much more than an exercise in competitive intelligence, our Market Landscapes provide a structured and analytical assessment of the lay of the land. Through the lens of our cross-industry experience, we review any and all publicly-available data, prior research, analyst reports, as well as sales and marketing collateral to deliver actionable perspectives on the business context, the requirements of customers, the competitive situation and the challenges facing your entry into the market.
Buyer Journey Mapping
Buyer Journey Mapping reveals the landscape and milestones of your customers’ experience as they progress through the discovery, consideration, evaluation and adoption of your brand or product. Developed correctly, Buyer Journey Maps provide your marketing and sales teams with a roadmap of how your customers progress along their path to purchase, enabling your team to deliver the right message, in the right medium, at the right time to transform shoppers into customers, and customers into advocates.
Catalytic Customer Panels
In every category there exists a cadre of key customers whose experiences, preferences and insights define markets and inform marketing. We call them Catalytic Customers, bellwethers of markets on the rise and on the decline. While their numbers are relatively small, they have unique mix of traits and behaviors that give their actions a prescient quality. By understanding the Catalytic Customer, you gain insights into the larger markets that follow. Identifying and empaneling Catalytic Customers allows us to engage in an on-going dialog with this critical segment, igniting your product innovation and informing the evolution of your product, service, and marketing mix to help you navigate change.
Marketing Playbooks
Marketing Playbooks are perhaps the most tangible expression of how we deliver on our promise of putting insights into action. Our Marketing Playbooks are developed to provide prescriptive guidance for marketing program development and customer activation. They are used to align the efforts and activities of marketing and sales teams across the company, for branding and positioning, lead generation and acquisition, customer retention and loyalty, as well as sales training and employee on-boarding.
Brand Health Monitoring
In volatile markets, brand momentum matters often more than brand position. Conventional tracking studies are isolated, diagnostic snapshots of where you’ve been. Brand Health Monitoring helps you understand where you should be going. Prescriptive, dynamic and forward-focused, our Brand Health Monitors are designed to discover material changes in customers’ experience of your brand, explaining the drivers for change and informing the specific actions, interventions and activities you need to adapt and change. Because competing effectively in dynamic markets means heading to where the market is headed. Not where it’s been.
Local Service. Global Footprint.
While we are local and hands-on in our approach to client service, our research capabilities are global—like our clients’ businesses. KBP has extensive experience coordinating, conducting and analyzing international research in developed and emerging markets across the Americas, APAC and EMEA.
