Research Based Marketing Consultancy

// The Next Level at three levels
// The Next Level Research Process
// The Next Level Understanding
// The Next Level Insight
// The Next Level Positioning
// The Next Level Product Concept
// The Next Level Communications Concept

The Next Level at three levels

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The Next Level Research Process

A research process in 3 steps:

Step 1. the essence;The aim of this step is to make existing understandings you and your collegues have, of your consultants and of The Next Level manifest. You want to build on existing understandings, not just confirm them.

Step 2. the inspiration; The research, the input from the consumer/the professional is thé source for inspiration. It is to stimulate the joint development process. It must be a quest for ever deeper insights. This can be done with different methodologies. But the qualitative hotshop is the most suited.

Step 3. the result; The consequences for the strategy and the implementation are jointly determined in a conclusive workshop.

The Next level is a continuous "search for excellence": Excellent insights, Excellent positionings, Excellent concepts, Excellent operations

The Next Level Understanding

Really understanding your customer requires a major effort. Ideally it is a continuous effort which you as a marketer/salesperson engages in; reading blogs, forums, review sites, reports from earlier studies, articles in professional media or, even more importantly, observing your customer in his or her “natural habitat”. The Next Level can compliment this by finding and creating information sources, in-terpreting the information using models that you may not have at your disposal, and tailoring the information to suit your daily activities. If we are talking co-creation, we think this should start from the very beginning when trying to understand the customer.

The Next level is a continuous "search for excellence": Excellent insights, Excellent positionings, Excellent concepts, Excellent operations

The Next Level Insight

The Next level Insight is based on a true understanding of the customer. The standards for a Next Level Insight are very exacting since it is the most important pillar for the discriminative positioning of a proposition; a brand or a product concept. Writing good insights requires specific skills. A well defined insight meets the 4R-requirement; Real, Relevant, Resonant, Reaction. Different Next Level insights are tested qualitatively to be sure they are worded in the best possible way before being tested quantitatively in order to find out what is the ultimate Next Level Insight.

The Next level is a continuous "search for excellence": Excellent insights, Excellent positionings, Excellent concepts, Excellent operations

The Next Level Positioning

Defining a Next Level positioning is key as a basis for any subsequent strategy; the communication strategy, the new product development strategy, the pricing strategy, etc. Defining the positioning is an internal process that The Next Level facilitates. The process is aimed at producing a sustainable, discriminative, successful position for the proposition.

The Next level is a continuous "search for excellence": Excellent insights, Excellent positionings, Excellent concepts, Excellent operations

The Next Level Product Concept

The step to concrete products is often the hardest in many product development programs. The Next Level has defined three steps to get from strategy to concrete concepts:

  1. defining product platforms
  2. defining product concepts
  3. developing concepts into marketable products In each step qual, quant, traditional or online research may be used.

The Next level is a continuous "search for excellence": Excellent insights, Excellent positionings, Excellent concepts, Excellent operations

The Next Level Communications Concept

Communication research is a very complex type of research. Research has to take the 7 communication models Giep Franssen distinguishes into account. Research takes place at the following levels:

  • the communication strategy
  • the creative strategy
  • the executional strategy

On each level qual, quant, traditional or online research may be used.

The Next Level is a contineous "search for excellence": Excellent insights, Excellent positionings, Excellent concepts, Excellent operations

Research based marketing consultancy Workshops & Training Special Services The next step is to contact us
There is always a next level. It is worth fighting for.
There is always a next level.
It is worth fighting for.
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