Reducing Risk - Putting Market Research to Work. Julie Luers, FSMPS Director of Marketing HGA Architects & Engineers. Goals for Today. An overview on the basics -- types and applications of market research Provide helpful resources
Julie Luers, FSMPS
Director of Marketing
HGA Architects & Engineers
Information that is used to identify and define marketing opportunities and problems.
Market research will reduce, not eliminate risk in decision making.What is Market Research?
It’s good business:
Macro vs. Micro marketer.
International or National markets vs. local markets
Industries vs. targeted clients
Long-term vs. immediate
Strategic planning vs. proposal informationTypes of Research
Information sources have not changed; the access to the information has...
Technology has created access to information to the point of overload
Web based searches donot necessarily save you time, and the source of information may not necessarily be credibleor current - know your sourceResearch Data Sources
The largest US cities:Nine cities with more than one million peopleNew York City and Los Angeles grow fastestBy Tann vom Hove and Josh J Fecht
Introduction to largest US cities | Largest US cities 1 to 100 | Largest US cities 101 to 200 | Fastest growing US cities | The fastest shrinking US cities | Historical ranking of America's largest cities |These are some of the results of the 2012 survey by the US Census Bureau.
Let’s Try It: Over the next 20 minutes, you’ll use both primary and secondary resources to experience market research in action, studying and analyzing one of the following topics:
Conduct a brief market analysis to support this move or show evidence that it may not be the best time to invest.
Find information about the selection team – members are from RCTC, the City of Rochester, Lourdes High School, and the Rochester Amateur Sports Commission. What information about this team could be helpful in your proposal response?