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What Is the Value of “Big”?

Years ago I participated in a colleague’s ongoing thought experiment by naming the price point at which something is expensive. My colleague wanted a crisp response without caveats but I couldn’t do it. My first thought was $100, but even then, that was cheap for a flight and expensive for a meal. I’ve revisited the question over the years and despite changing life circumstances, my resistance to naming a number has persisted and even increased as I’ve encountered more examples where it’s all relative. Messaging is rife with caveats, including—and perhaps especially—in the wealth management space.

Is an asset manager big when it serves thousands of clients? Manages billions of dollars? Has been in business for decades? More importantly—and this is the part that is often missed—are these numbers relevant to the customers the firm is trying to reach? Are the numbers communicated with the proper context to make them understandable?

We have ample data to show that the words we use are not always well-understood. For example, see this article from my colleague, Vivek Amin, that describes the dismal self-reported knowledge of fundamental financial terms. I’ve encountered plenty of instances where terms are not well understood by financial professionals either. This lack of understanding extends to numbers. While a number itself might not need defining in the same way, we can’t assume it always has meaning. Industry insiders know when a number is impressive because they have the context. Outside of context, a number is no better than jargon. Continue reading

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  2. Pinpointing Growth Opportunities in the Institutional Market Leave a reply
  3. The Hope That Fuels Pharma Leave a reply
  4. The Value of Brand Trust to Utilities Leave a reply
  5. Superpowers and Princesses: A Three-minute Lesson on Projective Exercises Leave a reply
  6. The Power of Brand Identity Research Leave a reply
  7. Going Beyond Consideration Leave a reply
  8. Advisors’ Top Reason for Selling Annuities Leave a reply
  9. Dear Energy Santa: Three Wishes for Energy Utilities Leave a reply

The Power of Brand Identity Research

Every impression counts when promoting and maintaining a successful business, and managing your brand identity is a major factor in that success. Whether it’s your logo, your website or your business cards, your customers build an impression of your company … Continue reading

How to Optimize Go-to-market Strategies Quickly and Efficiently

Lessons from the Consumer Packaged Goods Industry The telecom industry has always been innovative, but the innovation has been mostly incremental. Over the past century, we had telegraphs, then wired telephones, then wireless phones, then cell phones, and now we … Continue reading

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The Value of Brand Trust to Utilities

Insights Powered by Cogent Reports™    In competitive markets, brand strength has long been associated with positive business outcomes, including growing revenue through increased market share, elevated pricing power and higher customer loyalty. While market share and customer loyalty haven’t … Continue reading

The Power of Brand Identity Research

Every impression counts when promoting and maintaining a successful business, and managing your brand identity is a major factor in that success. Whether it’s your logo, your website or your business cards, your customers build an impression of your company … Continue reading

View All

Pinpointing Growth Opportunities in the Institutional Market

Insights Powered by Cogent Reports™    While an understanding of current asset allocation practices is always valuable for asset managers, uncovering the asset classes institutional investors will look to in the future provides key insight into potential areas of growth … Continue reading

The Power of Brand Identity Research

Every impression counts when promoting and maintaining a successful business, and managing your brand identity is a major factor in that success. Whether it’s your logo, your website or your business cards, your customers build an impression of your company … Continue reading

View All

Superpowers and Princesses: A Three-minute Lesson on Projective Exercises

Projective exercises—the presentation of calibrated stimuli onto which a respondent projects their feelings, attitudes or beliefs—are a critical asset in the qualitative researcher’s emotional toolbox. The technique offers the promise of achieving greater depth and validity of insight by facilitating … Continue reading

The Power of Brand Identity Research

Every impression counts when promoting and maintaining a successful business, and managing your brand identity is a major factor in that success. Whether it’s your logo, your website or your business cards, your customers build an impression of your company … Continue reading

View All

Superpowers and Princesses: A Three-minute Lesson on Projective Exercises

Projective exercises—the presentation of calibrated stimuli onto which a respondent projects their feelings, attitudes or beliefs—are a critical asset in the qualitative researcher’s emotional toolbox. The technique offers the promise of achieving greater depth and validity of insight by facilitating … Continue reading

The Power of Brand Identity Research

Every impression counts when promoting and maintaining a successful business, and managing your brand identity is a major factor in that success. Whether it’s your logo, your website or your business cards, your customers build an impression of your company … Continue reading

New Research: Pharmaceutical Companies are Overlooking a Key Audience

I never used to pay attention to anything in the healthcare industry. As someone young and healthy with no medical conditions, I rarely went to the doctor and ignored drug commercials. That all changed when I met my husband. After … Continue reading

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The Power of Brand Identity Research

Every impression counts when promoting and maintaining a successful business, and managing your brand identity is a major factor in that success. Whether it’s your logo, your website or your business cards, your customers build an impression of your company … Continue reading

Will Uber Health and Lyft Concierge Change Healthcare?

This year Uber and Lyft formally entered the healthcare market to offer rideshare services to nonemergency patients for transportation to scheduled doctor appointments. Patient no-shows are a prevalent problem in the US, with an estimated 3.6 million Americans reportedly missing … Continue reading

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The Power of Brand Identity Research

Every impression counts when promoting and maintaining a successful business, and managing your brand identity is a major factor in that success. Whether it’s your logo, your website or your business cards, your customers build an impression of your company … Continue reading

How to Optimize Go-to-market Strategies Quickly and Efficiently

Lessons from the Consumer Packaged Goods Industry The telecom industry has always been innovative, but the innovation has been mostly incremental. Over the past century, we had telegraphs, then wired telephones, then wireless phones, then cell phones, and now we … Continue reading

View All