Market Assessment International

MAI Publications

Welcome to the online library of MAI publications. We currently offer a white paper and articles on topics of interest. Please check back from time to time to see what's new.

White Paper

MAI now offers a new white paper titled A Customer Research Methodolgy to Guide Effective Business Strategies (PDF file). The paper explains how well-designed customer or client research can go beyond the "what" to the "why" of their actions and choices. Knowing why has predictive power and can yield strategic opportunities.

You can download a free PDF reader from the Adobe website at Adobe Reader Download. (Adobe provides Readers for Windows, Macintosh, and Linux systems.)

Articles of Interest

The articles below are concise—most fit on one page. They focus on how to get actionable information.

Who's Making the Business Decisions? And What Decisions Do They Make? (PDF file).

Potential customers make all the decisions that affect them. When a product or service provider understands customers' multiple decisions, that understanding yields the correct strategy for product definition and positioning, pricing, distribution channel, marketing, messaging, and sales tactics.

Customer Satisfaction and Customer Loyalty (PDF file).

Does customer satisfaction mean customer loyalty? No, it does not. Customer loyalty looks to the future and can yield future profits at lower sales cost. Find out the three measureable components of customer loyalty.

The OPV (Other Point of View) (PDF file)

Potential customers have their own ideas about what they want, don't want, and will pay for. More than that, they have their own realities, acquired by their own analyses, experiences, successes and failures. Understanding the realities of your potential customers reduces your risks and greatly increases your chance of success.

What Will the Customer Do? (PDF file)

What will the customer do? is the only relevant question (not what potential customers say they will do). The business decision model must consider both the factors that are quantitative, objective, rational, and explicit, and the factors that are qualitative, subjective, non-rational, and implicit in the minds of the customers.

From the Qualitative to the Quantitative (PDF file)

To skill in assessing quantitative data, MAI adds the capability of extracting information from qualitative data obtained from open-ended questions. Experienced analysts discover emerging patterns that interviewers can explore in greater depth in a multi-pass process. Qualitative data yields actionable, quantitative information.

You can download a free PDF reader from the Adobe website at Adobe Reader Download.

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