What We Do: Full-Service Market Research Company
Quantitative Research We Provide
Leading Edge Research is a full-service market research company in Johannesburg and provides Quantitative Research and Data Collection Services in South Africa and the rest of Africa. We have unique tools in our Quantitative research from hybrid techniques to traditional approaches. Whether its online research using research panels or online communities, telephonic or in-person interviews we take a custom approach to every project. We also integrate Qualitative Research techniques, when needed, using trusted qualitative researcher associates.
Brand Equity Studies
Brand equity is how consumers view a brand. Understanding brand equity will allow a company to change and adapt its branding suitably to fit the image they want to portray. If consumers feel attached to a brand, they may be less likely to choose a competitor’s product. Building up positive brand equity is important when it comes to retaining customers, as well as attracting new ones. We have developed a powerful and proprietary Brand Equity Model.
Tracking Studies
Tracking Studies help you to continuously monitor a research topic by repeatedly fielding the same questionnaire and comparing how your data points have changed over time. The topics you may want to track as a business typically range from changes in your target group (e.g. demographics, values, attitudes, media consumption), the perception of your brand (e.g. image), the customer experience (e.g. frequency of purchase, customer satisfaction, customer retention) to the effectiveness of advertisement campaigns (e.g. brand awareness).
Segmentation Research
Market segmentation research is research that is used to help a business identify segments in a market, with the end goal of developing different strategies and tactics for the different segments (i.e., market segmentation). Our analysts are highly experienced in applying a range of advanced statistical techniques to identify market segments.
Concept and Product Testing
Customers are becoming more skeptical as well as careful with their purchases. This is making it difficult for many companies to have a successful launch of their new products and services. While the company’s interest in new products and service is high, the possibility of success remains low and doubtful. This contrasting aspect of the process of developing and launching new products/services makes it difficult but also equally important. This makes the testing concept and products a key point in the process. When done appropriately, it improves the probability of a successful launch.
Customer Satisfaction
Measuring customer satisfaction is a fundamental sales and marketing tool. Knowing where you stand with your customers, and in particular, how you compare against your competitors in the minds of your customers, is basic market intelligence and insight that informs tactical sales and strategic marketing campaigns.
Advertising Testing
Whether you want your ad to increase sales or raise awareness of your brand, you need one that you know will work. There’s no better way to be confident about an ad than to see that it’s tested well.
We pre-test or post-test ads by assessing key metrics that define the success of an ad. These metrics include evaluating three realms or ad engagement modes. It allows us to understand whether the ad works at the both the rational and emotional level, and whether it is persuasive.
- Cognitive – the Realm of Thought
- Affective – the Realm of Emotions
- Conative – the Realm of Motives
Brand Assets Evaluation
As your brand manifests across more and different mediums, to match a growing business, your brand can become vulnerable to fragmentation and the unifying features of your identity may disintegrate. This can create a sense of incongruence in the minds of your target audience – diluting your brand identity, chipping away at your credibility, and opening the door to competitors looking to usurp your branding. Conducting a brand asset audit will help you identify the weak assets that are betraying your brand, and capitalise on the strong assets that strengthen your brand.
MAPS Category Reports
We access the MAPS survey (20 000+ interviews p/a) and produce summary reports for your industry or product category. This is often a starting point to understand your market, using secondary information that is easily accessible. The information includes product and brand penetration and usage, as well as user demographic profiles, behaviours and media habits.
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