Audience and Market Research

HEAR FROM YOUR AUDIENCE FIRST

Most research stops at the findings. Ours kicks-off the work.

HEEDGROUP runs the whole study: we source the audience, build the questions, and run recorded interviews with your internal and external stakeholders and the customers you want to win. Then we analyze what comes back and report it in full, with every raw recording and a short findings reel you can share.

Most agencies hand you a slide deck and leave you to figure out what to do with it. We end with a working session, turn the findings into a decision about what to build, and then build it with you.

Research only changes a decision if the organization believes it. Hearing a customer say it in their own voice moves a room in a way a bullet point never will.

1. SOURCE & DESIGN

We find and recruit the right people to talk to, inside your business and out in the market, and build the discussion guide from your question backward so every question earns its place.

2. INTERVIEW

We schedule and run every session, recorded on video or audio, with your internal and external stakeholders and the customers you have now or want next. Nothing rests on a note-taker's memory.

3. ANALYZE & REPORT

We read across every interview for the patterns that matter. You get a detailed report, every raw recording to keep, and a short findings reel made to share.

4. WORKSHOP & BUILD

One HEEDGROUP team takes the findings into a working session with your team, decides what to develop and how, then builds the creative, brand, or product strategy the research calls for.

"We went in wanting to know if there was real appetite for the product. The research came back clear enough that we ran a presale off the back of it, and that presale helped fund building the thing. We would have been guessing otherwise."

— CEO, B2B Media

"Our team was stuck on what to call the new company. HEEDGROUP took the question to our people and our market, and the name came out of what they heard. We had been going in circles for weeks."

— CMO, Professional Consulting Firm

"We thought we knew why families chose us. Hearing parents say it in their own words changed how we marketed the next year. The best lines in our advertising came straight from those conversations."

— Director of Marketing, Charter School Network

Marketing Resources

Marketing Resources on Audience Research

Tools and lessons from our work learning what your audience wants.

The Family Interview Guide: Ask the Families Who Said No

The screener, 14 interview questions, and a copy worksheet we use to turn parents' own words into ads. Includes a free download.

Your Ideal Customer Profile: How to Find, Target, and Win the Right Customers

How to define the customers who fit your business best, find them, and focus your marketing on winning them.

Why Every Company Needs a Brand Essence Book

What a brand essence book captures, from values to visual style, and how to start one that guides every audience message.

Using Hidden Form Fields Successfully

How to gather useful audience insight and keep your data accurate without overwhelming the people filling in your forms.

Questions

Frequently asked questions

What does HEEDGROUP's research service include?

We run the whole study. We source the audience, build the questions, run recorded interviews, analyze what comes back, and report it in full with every raw recording and a short findings reel you can share.

Who do you interview?

Your internal and external stakeholders and the customers you have now or want next. We find and recruit the right people to talk to.

What do we get at the end?

A detailed report, every raw recording to keep, and a short findings reel made to share with your team.

Are the interviews recorded?

Yes, on video or audio, so nothing rests on a note-taker's memory.

What decisions can this research help with?

It tells you how your brand, message, or product will be received. Clients have used it to test whether there was real appetite for a product, to choose a company name, and to learn why customers choose them.

What happens after the findings?

We run a working session with your team, decide what to develop and how, and then build the creative, brand, or product strategy the research calls for. You take on as much or as little of that as you need.

How is this different from a typical research report?

Most agencies hand you a slide deck and leave you to figure out what to do with it. We end with a working session and a decision, and hearing a customer say it in their own voice moves a room in a way a bullet point never will.

How do we get started?

Fill out the form on this page. A HEEDGROUP team member will follow up shortly to find a time to talk.

Know how it will land, before you offer it.

Primary research that tells you how your brand, message, or product will be received.

HEAR FROM YOUR AUDIENCE FIRST

Most research stops at the findings. Ours kicks-off the work.

Research run end to end, not just fielded.

Real interviews, real analysis, and a plan to act on.

11+ Years

Research for brands, launches, and market sentiment

Recorded

Every interview captured, video or audio

Full Report

Findings, recordings, and a shareable reel

One Team

Research team and creative under one roof

HOW WE RUN YOUR RESEARCH

Your study, handled: from the first interview to the plan.

We source the audience, run and record the interviews, and read what comes back. Then we sit down with your team and turn the findings into what to build. You take on as much or as little of what follows as you need.