Techtel's syndicated research provides quarterly measures of brand awareness, opinion, consideration, trial, and purchase, according to Techtel's proprietary model of the technology demand cycle, as summarized below:
Download the Techtel Model as PDF
Techtel's model further distinguishes between measures of new and repeat demand. All of these indicators may be analyzed within a broad market sample or within narrower market niches, such as by company size and industry group. These measures of marketing effectiveness reveal a far more complete picture of your market than supply-side data alone. Techtel's research tells you how prospects and customers are behaving before they purchase and at what point they choose one product over another.
While syndicated research gives an overview of how your products fare according to the overall model, custom research and drill-down studies focus on dynamics within a particular stage of the demand cycle. For example, the general demand tracking may indicate weakness in closing sales, even after prospects have tried your product. Custom research would focus on why prospective clients aren't buying from you, and who they may be turning to instead.
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