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Market Research
The backbone of Welling & Company's market
research offerings is the custom-designed, proprietary survey approach. Most of
the surveys conducted are designed to address a specific set of needs for a
single company. The surveys are generally conducted "blind", without revealing
the identity of the survey sponsor to the respondent (in order to minimize the
possibility of bias in the answers). The firm also conducts a series of
multi-client surveys in several segments of the petroleum industry.
- Personal face-to-face
interview surveys
- Telephone interview surveys
- Mail and e-mail surveys
- Focus groups
- Secondary research and
investigations
- Investigation and
comparative studies of competitors or acquisition candidates
While the surveys conducted have covered almost
every issue and consideration imaginable within the marketing framework, the
most common types of surveys conducted by the firm are those to provide these
types of information:
- Customer attitude and
satisfaction
- Image surveys
- Customer buying preferences
and criteria
- Competitive positioning
- Corporate culture
- New product/service
potential
- Market size and/or share
- Acquisition candidate
investigation
- Employee attitude
- New concept (including R&D
and new technology)
- New project market
feasibility
- Advertising pre-testing,
post-testing or concepts
- Surveys to guide investment
decisions (new facilities, new market expansions, etc.)
- Surveys to guide management
initiatives:
SAP/ERP programs
Due diligence studies
Reengineering and related efforts
IPO's
Marketing
Consulting
Consulting services offered by the firm are
generally all marketing-oriented and usually are based on market research
results. However, because of the firm's vast experience in some fields,
stand-alone consulting projects are taken on whenever substantial benefit to the
client can be delivered without benefit of a companion survey. Examples of
consulting projects which the firm undertakes include:
- Strategic (marketing )
planning
- Development of marketing
plans and manuals
- Executive or key operative
search
- Sales force or distributor
training
- Web site development
- Advertising planning,
structure, focus, media planning, etc. (but not creation of advertising-- only
plans to guide advertising agencies or departments)
- Creation of marketing
approaches or concepts based on customer input and survey results
- Other assistance in
interpreting or implementing results of market research and surveys to be
certain that actions taken by the client are compatible with what the market
wants and are likely to achieve optimum results.
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