We will guide your way when you are planning to enter the market, launch a new product or service. We will help you to find a solution to become established, matured company. Do you feel the market is saturated? Do you need to innovate, optimize or evaluate your product or service efficiency?
Are you looking for answers for your business? Are you asking yourself why you are not receiving enough client feedback or where new opportunities might be? Are you thinking about how to impress the market with your innovative business idea? Is the brand growing? What is its image?
How about to have two or more research projects of high quality and standards you really need instead of one?
We are here for you to start a dialog. Let’s find an optimal solution for you together.
We help you solve these questions
Lifestyle & trends – what is going on, how we live, satisfaction, happiness …
What are current values, needs and wishes?
Potential – market size, competition, recent, current and future trends.
Market readiness to accept new trends, products, services.
White spots, niche market – what would people welcome? Are they missing something?
Target group identification. How big is the target group, how can be described in terms of demographics, sociodemographic, media consumption … How, when and where to approach them? How to attract them? What is their current status?
New product development
Product / service development from the first scratch until market launch.
Which product or service to be launched if more variants? Timing.
Title – how to name it?
Pack – how to pack it? Size, volume, design, colors, wording, font …
Information – clear, attractive, relevant, trustworthy, persuasive and comprehensive.
Preference test – if more variants who is the winner?
Organoleptic (sensory test – ie. taste, aroma, after-taste).
Home-use test – how does the new product perform?
Visual test – ie. design of a new invoice, catalogue, web-site, space orientation and likeability.
Price sensitivity test – how much we can sell it for?
Diagnostics of pain-points.
Identification of key areas for successful performance.
KPI’s diagnostics, benchmarks.
Brand. Awareness. Loyalty. Image.
Brand health. Relationship towards particular brand.
Who is buying your brand, who plans to buy it or consider to visit your branch, who has used your brand but stopped … Why?
Perception & image of your brand, sales reps, products.
Advantages and disadvantages of your brand.
Who are your customers? Where they are? How to approach them?
What about your competition – image, awareness, loyalty, overlapping customers.
Loyalty. How to keep satisfied customers, how many are dedicated to your brand?
Usage & Attitude
Frequency of usage, purchase, cooking, baking, up-grade …
Who, when, where, what and why? Opportunities & occasions.
Purchase decision tree.
Influencers – ie children, partners, shop assistants, TV and et cetera.
Background and culture heritage.
Motivation and barriers.
Discoveries, observation & ethnographies.
Direction / topic which to develop further into ie story-board.
Claim, story-line, mood, testimonials, brand face …
Brand face fit – celebrity, scientists, regular people …
Pre-test: concept tests, mood-boards, animatics and ready ads.
During and post-tests: when is the right moment to modify and replace the current ad.
Image based on communication – deliver desirable outcome (sales, image, education …)?
Innovation & optimization
Customer / employee satisfaction
Are your business partners or customers satisfied to cooperate with you, to use your products, loyal?
What can be strengthened, improved?
How to gain more satisfied customers, partners, employees?
Identification of barriers and problem solving.
Quality of services and mystery projects
Do they perform their best? Are your employees smiling at your customers? Do they pass all information to your potential/customers?
Are all marketing stimuli material available and seen at the POP?
Are your representatives, receptionist and so on pro-active, do they bring in an additional service (cross-sales, up-sales).
Overall lasting feeling from some service experience ie. train trip, lunch in a restaurant, visit of sauna and so on.
Identification of areas for further improvement ie. sales training, motivation plan towards your personnel. Direct feedback from the “field”.
Trends, tracking studies & effectiveness
Tracking – brand awareness, consumption, image – growth, maintain the same, decline all in relation with your competitor.
Changes in time, ie. consumption of media, dishes, brands, sku’s and reasons why.
Changes in decision making & purchase behavior and why.
Tracking of communication effectiveness – ad track, media channels
Return on investment, communication diagnostics and impact over the target group & sales.
When is the right moment to modify somewhat used advertisement to avoid wear out effect? How to modify it? When the ad to be replaced with new one completely?
Typology & segmentation
How big is each segment? Who would be the best target, how to appeal to them and where?
How to describe Czech customers? How to characterize your clients? Who they are, what are their archetypes?
Values, fears, aspirations, attitudes people share in common or and unique characteristics.
Let us analyze for you which type of person to use in your brand communication – celebrities, famous people ie. scientists, doctors or and regular people? Which fit each archetype best?
Why Harmon Research
20 years of practise
Focus on Czechness
We are not large corporation
We regularly assigned to Lenka studies ie to map the Czech, Slovak and Hungarian markets, test marketing communications, search for the perfect faces for communication of our brands and et cetera. Lenka has the ability to empathize with the client’s needs. She puts information into context, has a sense of data interpretation, has the sixth sense of what she sees and hears from the mouth of (potential) customers and can transfer all that into valuable marketing insights. I can highly recommend her.
External cooperation with Lenka is also cost-effective to our global company, we save our budget and we still have excellent quality. That’s why I work with Lenka Harmon today and I know that our cooperation brings me a lot of new knowledge and professionalism.
Lenka is quick, flexible, creative, dependable, and totally devoted to her work. It is a very good and pleasant to cooperate with her, she has a wide-angled point of view, large overview and a huge experience she gained during her research and marketing practice in the Czech Republic, as well as from projects she has done abroad.
From the very beginning, setting the project until the final research presentation, she is the one who communicates with us, who is the “brain” behind and deliberately discusses it with us including possible strategy. It suits us, even though we are a large multinational company, we do not need a large corporation to safeguard a quality market survey for us, we trust and we are happy with Lenka.
Let’s have a coffee
I lecture at various marketing conferences and publish articles in professional marketing magazines. For instance Retail Summit, Samoška, CZECH TOP 100, FrAMchise.
In my free time I like to travel, discover and explore other cultures. I speak fluent Greek, English and I can communicate in Russian. In 2010 I experienced Greek traditional dances which I teach and organize workshops. I coordinate groups of international Greek and non-Greek origin enthusiasts with native lecturers in Prague. I have spent some of my life in the USA and Greece where I like to return regularly.
Thank you for considering my services and your interest in my business. I look forward to our cooperation with you.
Read more about me or link me LinkedIn.
Lenka is the co-founder of the annual Czech Brand Award (in co-operation with CZECH TOP 100).