Abstract:

A great deal of the most innovative marketing and market positioning being done by major companies today is the result of a re-direction from mass marketing to targeted marketing by sector. To accomplish this in a cost effective way, new measures in market research are necessary to obtain strategic information from smaller, more focused groups in business and among consumers. This paper reviews the experience of conducting research among the professional investment community, top management at U.S. businesses and opinion leaders. These three target markets are important sectors for marketers of business products and services and for those companies that need to convey their image or their position on issues to audiences that can act or react in their favor. Based on its experiences in conducting research among speciality sectors. Marketing Projects Group has several guidelines to offer in terms of implementing innovative target market research.