The second stage in the process is research. We read and analyse any documents we have been given, including business plans, sales forecasts, sales materials and marketing collateral.
We take a close look at the marketplace and the companies that operate within it – this might include purchasing industry-specific research reports too. We look at competitor websites to get a better understanding of their digital marketing strategies, and we pose as customers to better understand competitor pre-purchase sales pipeline processes. We interview our client’s stakeholders – such as owners, directors, board members, managers, staff, partners, associates and suppliers. We look closely at customers too. This may involve direct contact in terms of one-to-one conversations, focus groups and online questionnaires, to get a clearer idea of audience demographics and psychographics to assist with customer segmentation and target market profiling. We seek to understand the rational and emotional drivers behind purchasing behaviour patterns too.