Basic Market Research
The more you know, the smarter your decisions. Lets do the homework for your Pittsburgh market.
It only makes sense to do some market research before spending $ on marketing tactics. The “big guys” are doing it all the time. You should too.
With rich information available on the internet today, market research is less complex, time consuming and expensive than you might imagine.
Our Marketing Snapshot process and custom report is a great start. It’s gotten excellent reviews! [PDF]
We help our clients make better, more strategic choices about where to spend their marketing dollars.
Not only is Randy organized and creative, but he is fun to work with, too. While his projects are rooted in data and analysis, he presents them in a way that his clients can understand, implement and enjoy. Top qualities: Great Results, On Time, Creative— Alida B., technical consultant [on LinkedIn]
Randy is excellent at determining the needs, developing a scope of work with associated tasks & targets, and delivering a great product. He is very easy to work with, maintains focus and provides well-defined directions. Top qualities: Great Results, High Integrity, Creative— Cindy C., program manager [on LinkedIn]
What kind of strategic info can we dig up to benefit your business or nonprofit?
.
[ A Market Research PORTFOLIO ]
Here’s what we’ve done for others, from feasibility studies to consumer surveys, from market studies to brand audits… and internet research including for Marketing Snapshots
Research & plan for restaurant launch
While developing the concept and brand for Bistro To Go and pre-financing, RS&A researched the local consumer market and the national prepared foods market.
One result was the compilation of demographic and economic data into a user-friendly report [PDF] that other local businesses and developers could also use. This and other online research also went into the business plan, which funders described as one of the best they had ever seen.
Based on the research, the Bistro marketing and PR strategy for the launch used lower cost marketing tactics to create a local buzz.
Competitor website research for Laser Center
While building a stronger and more consistent brand and messaging for this physician, RS&A analyzed local and national competitors’ websites for features and marketing strategies. While the client chose not to upgrade her website at the time, the research revealed some shortcomings in her site compared to competitors.
Custom Marketing Snapshots for 20+ businesses
To bring the above research down to “street level,” a business association and Randy created the Marketing Snapshot process in 2007 to provide custom strategies for individual businesses. They include extensive internet research.
Participants—now including 3 nonprofits—have evaluated the results very highly, including as a major step toward a strategic marketing plan. Snapshots are currently endorsed and funded by the URA’s Mainstreets Pittsburgh program in the Strip District.
.
Market study for nonprofit
Neighbors in the Strip needed to consolidate a lot of research studies as part of its new business plan.
RS&A produced a 32-page strategy report, including new user friendly demographic and economic data. This document provides solid data and strategies to businesses and potential developers. [Neighbors in the Strip is a hybrid nonprofit, part chamber of commerce, part community development corporation.]
To encourage the Strip merchants and other businesses to read the big study or to factor research into their marketing efforts, RS&A created a 4-page ‘teaser’ brochure. Combining useful data with low cost marketing and Main Streets tips, the piece was popular with the merchants. [Study summary PDF]
Consumer survey to name new restaurant
Five months before opening Bistro To Go, the name of this startup business was still undecided. RS&A tested some options via e-mail with dozens of consumers that would eventually be customers. The survey not only helped to finalize the name choice, it also brought two bonuses: 1) it launched the ‘buzz’ about the business and 2) it generated supportive comments that greatly encouraged the owner! [Survey report PDF]
Internet research for real estate developer
This fractional 
vacation home developer wanted a variation on a Snapshot, so RS&A produced a compact study of the national marketplace for second homes.
The research uncovered a survey of the upscale market by American Affluence Research Center. It clearly showed a lack of understanding of the developer’s “fractional” ownership in the target market, which let to reshaping marketing strategies.
Feasibility study for a public market hall
The vision to create a public market in the Strip District required serious “number crunching” and market research before seeking funding. RS&A worked closely with a development committee and specialist to produce the study needed to take the project to the next level. Again, a user friendly executive summary [PDF] document was produced to reach a larger audience with the message.
RS&A also, performs an annual performance evaluation for a grant to the Market Hall from US Health and Human Services.
Brand Audit for home remodeling contractor
What an owner thinks his brand is and what customers think can be two different things. RS&A developed a simple, low cost model to quickly assess Master Remodeler’s brand. It was adapted from an insightful article [PDF] that came via MarketingProfs.com called “Keeping the Brand Healthy: The Annual Brand Checkup.”
The whole process, including 13 interviews, took less than two weeks and gave the client greater clarity about their brand perception in the minds of their clients. The image here is of the new icon branding system, designed to reflect the company’s four key brand messages identified in the process.
Evaluation of Shop Mainstreets Pittsburgh campaign
At the end of a four month campaign to drive more customers into several of Pittsburgh’s Mainstreets districts, RS&A conducted a multifaceted evaluation of the campaign. One important finding of the study was the critical role of women in consumer decisions. This was revealed by by data from a contest built into the campaign.
This evaluation also included campaign website activity, participating business comments and more.