Market Assessment International

Methodology

Ideally, before making business decisions, management should consider the impact those decisions will have on customers. That impact, whether positive or negative, will ultimately be felt financially by the corporation.

Customers make their decisions based on their own realities and perceptions. These are often complex, implicit, and ever changing. Moreover, perceptions are usually difficult to integrate into an operational, tactical, or strategic plan.

The MAI methodology provides the means for understanding customer perceptions and true motivations and for organizing them in a way that is key to arriving at the best strategy. The most important features of the MAI methodology include:

• Ways to obtain real participation and contribution on the part of the respondents (customers, VARs, resellers, OEMs, end-users, or consumers).
• An open-ended inquiry format capable of capturing unanticipated responses and reactions, in addition to more traditional quantitative methods.
• An evolving questionnaire to track areas not initially considered as well as various probing techniques allowing identification of the customers' real motivations.
• A post-inquiry correlative capability to identify the primary factors responsible for the overall success or failure of the contemplated decision.
• International capabilities designed to take into account differences in culture and language.

The output of the MAI methodology provides powerful, compelling, and sometimes unanticipated insights for making decisions and establishing strategies:

• A combination of quantitative and qualitative conclusions designed to yield accurate, complete, and up-to-date decision/solution models and winning business strategies.
• A true understanding of the economic, non-economic, and organizational elements of customer choices.
• Identification of the essential driving factors which affect the success or failure of a contemplated decision.
• An integrated description of the real market dynamics for input into the client's decision making process.

The MAI methodology is successfully being used to solve problems and to make a wide range of business decisions.

For more detailed information on MAI Methodology, please download the white paper A Productive Method to Guide Effective Business Strategies (PDF file).

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