Market Intelligence and Strategy Associates

PROBLEM: Client needed an actionable market segmentation of the approx 75,000 home builders in the US, to guide the launch of a new decorative interior building product. 

SOLUTION:  MISA conducted a portfolio of marketing research projects: in-depth interviews with national, regional and local builders; focus groups among contractors; one-on-one interviews with workers and managers at construction sites; telephone survey of building products dealers.  MISA developed and presented analyses and recommendations to corporate leaders and collaborated with business managers to create and execute market development strategy and plans.

RESULT:  Client incorporated MISA’s recommended market development approach into the successful launch of the new product.    

PROBLEM: Client's R&D had developed a new specialty polymer formulation but lacked insight about its potential applications "fits" and its value versus incumbent materials.

SOLUTION:  MISA designed and executed a series of anonymous internet based panel discussions among polymer and end user industry experts, identifying attractive end uses and strengths, weakness and potential value vs incumbent materials.  We presented conclusions and recommendations regarding market development targets, priorities and programs to R&D and corporate leaders.

RESULT: Client adopted our recommendations and engaged the MISA to conduct additional detailed marketing research programs in high priority segments.  Client successfully introduced the new polymer formulation into multiple market segments.

PROBLEM:  Client's R&D developed a new process - based on coal, not petroleum raw materials - to make a significant industrial chemical, but Client lacked insight as to its value versus existing manufacturing processes. 

SOLUTION:   MISA professionals designed a business research program, and collaborated with third party experts to analyze competitive process economics, raw material logistics, and downstream integration of current producers.  Building on these results, MISA conducted additional research to assess each producer's competitive positioning and strategic intent.  We provided assessment of the competitiveness of the new process technology to R&D and business leaders, including analysis and prioritization of potential partners and competitors.

RESULT:  MISA recommended commercialization targets and strategies, including technology licensing approaches not previously considered by Client.  Client adopted the recommended strategy and is in on-going licensing discussions.

PROBLEM:  The client, a small business owner, wished to build upon his success in specialty installations for local homeowners and builders, to become a regional leader in alternative energy systems.

SOLUTION:  MISA profiled the local housing market, identifying key builders and sub-contractors and key homeowner segments for each of the client's alternative energy systems offerings.  MISA worked with the client to select and prioritize target customers, design selling approaches and materials.  MISA designed and executed an effective, low cost publicity and marketing communications program.

RESULT: Client is recognized regionally as the leading provider of alternative energy systems to homeowners, institutions and commercial building owners.