Altitude Marketing Research
CAPABILITIES PRESENTATION
Prepared for:
Prepared By: Altitude Marketing Research
Road Map of Topics
Altitude – The Company
 Who We Are (Section 1)
 How We Work (Section 2)
Altitude – The Output
 Work Examples – General (Section 3)
Altitude – The Offering
 Synopsis of Capabilities (Section 4)
Examples
 Reference Guide to Strategic Value from Various
Types of Research
Capabilities Presentation
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1. What/Who is Altitude (AMR)?
AMR
A boutique custom market research operation specialising in B2B markets
with a sole focus on developing action programs to help clients make
(bigger) profits in both the short and the long run.
Credentials

 Established in 2005

 Canadian owned

 Located in downtown Toronto
  Award winning research
  Published, reported, public domain research
  Blue Chip client base of leaders in respective markets
  One stop shop, full service research capability
  Working presence in conjunction with client business
development team
Capabilities Presentation
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2. How Do We Work?
2.1. Company Focus
Overall
To embed research into the client action program
Four Pillar Perspective
1
2
It’s all about the money

How much, how to get it (a lot of it) and from where/who

New products/services. Bigger share. Competitive advantage.
Intelligent targetting. Image leverage. Creative positioning. Building
loyalty. Marketing strategy.
It’s all about the (client) business plan
Strategic
Structuring the
objective
(Internal/External)
Capabilities Presentation
Tactical
Scoping out the
need-to-know to
make things happen
Implementation
Rolling out the
action program as
per the plan
Monitoring
Making sure it’s on
track
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2. How Do We Work?
2.1. Company Focus ~ Continued
3
It’s a lot about switching



4
Building in a point of advantage
Understanding how entrenched/loyal the
target business is
Participating/Managing the transition
Pull
vs
Push
It’s a lot about aligning client strengths with competitive
weaknesses
Competitive
Landscape
Internal/External
Barriers
Strengths
Weaknesses
Opportunities
Threats
Size of the prize
Low hanging fruit
Volume/profit segments
Market trends/shifts
Technology
Cost recovery/profit mandate
The AMR perspective is a BUSINESS perspective NOT a research perspective
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2. How Do We Work?
2.2. Company Operation
Our job is to put ourselves in your shoes and to put you in your customers’ shoes
The Market
Business
Plan
Client
Profiles/Information
Insights/Learning
Action Points/Key Drivers
Strengths/Weaknesses
Customer/
Prospects
“The Means”
Qual
“The Ends”
Quant
Industry knowledge
Statistical Experts
Centres of
Excellence
Custom built to complement the AMR
core team as needed
Capabilities Presentation
TARGETS
One-on-one’s (Tel/in person)
Focus Groups (Dyads/Mini’s)
National/International
CATI (telephone) surveys
Online Studies
Omnibus (national/provincial)
We don’t own the factory. We rent the
factory so we can own the output
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3. What Has AMR Done and For Who?
3.1 Overall
What?
Keeping the Penny
(Available on RCM website)
For Who?
Royal Canadian Mint
How?
Qualitative/Quantitative
Key Stakeholders
Retail Business/Consumers
Internet registration – building the
business
CIRA (.ca)
(Canadian Internet
Registration Authority)
Quantitative Online research
Mortgage Insurance
Major Service Provider
Qualitative/Quantitative
Tracking/Media Study
Churn reduction and profitability
Market segmentation
Chapter and verse profile of
Canadian credit card market
Assessment of Opportunities for
Returns in Courier Market
CHIP & PIN Technology
Credit Card Market/Rewards
Global Marketplace
Loyalty/Churn Modelling
New rate plans/offering
Capabilities Presentation
Technology/Software Reseller
Quantitative research
Qualitative research
Multiple Subscribers
(MarketSense)
Quantitative Online research
survey
Major Courier
Qual. (in-depth, 1X1’s) and
quant (telephone)
Major Canadian Bank
Wireless Provider
Mix of qualitative
(groups, 1X1’s) and
quantitative (telephone/online)
Series of one-off studies and
annual monitors
(predominantly quantitative)
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4. What Does Altitude Offer?
Answer:
“Key credentials and capabilities underpinning the delivery of
decision-related information”
Technical
• Strong skill sets in research design and strategic interpretation
Resources
• Full range of capabilities. Everything from…Qualitative to Quantitative
• Regional/National/ International
Expertise
• Breadth of capabilities whether…
Corporate (Positioning, Branding)
Prod/Service (Pricing, Loyalty)
Market (Growth, Competition)
Knowledge
Direction
Consultation
• Extensive experience in the financial and professional services
markets in Canada and beyond
• Market based information to support strategic thinking, corporate
direction, tactical decision making and market advancement
• Ongoing relationship to design, consult and monitor new
initiatives to sustain leadership
Capabilities Presentation
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Examples of Research Deliverables
feeding into Strategic Marketing action
How Does Research Deliver Strategic Value?
Answer:
“By applying research to identify opportunities, develop
offerings and monitor their performance against objectives…”
Market
Definition
Pre Test
Activity
Post Implementation
Tracking
• Market/customer
Segmentation
• New Product/ Service
Concept Testing
• Service Delivery
Assessment
• Market Measurement
• Communications
Testing
• Brand Equity
Monitoring
• Pricing Sensitivity
• Customer Satisfaction
• Image Assessment
• Competitive
Movement
• Competitive
Evaluation Reports
• Market Growth
Potential
• New Business
Opportunities
Capabilities Presentation
• Migration Strategies
• Value Added
Initiatives
• Advertising Tracking
• Share Monitoring
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Examples of Strategic Value ~ Pre Test
RESEARCH FRAMEWORK
STRATEGIC VALUE
• Market/Customer Segmentation
 Identification of high and low value
segments and customised development
of action to maximise revenue potential
• Market Measurement
 Assessment of market size, identification
of key segments, regional profile and
trend analysis
• Competitive Evaluation
 Profile of competitor standings, basis of
market presence, positioning, offerings,
strengths and weaknesses
• Market Growth Potential
 Assessment of opportunities for growth at
the macro market and individual segment
level and identification of strategic action
to foster and achieve growth potential
• New Business Opportunities
 Identification and evaluation of new
opportunities according to size of
demand, competitive strength and
strategy for going to market
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Examples of Strategic Value ~ Pre Test
RESEARCH FRAMEWORK
STRATEGIC VALUE
• New Product/ Service Concept
Testing
 Selection and development of winners
with true market potential
• Communications Testing
 Development of Corporate
Communications consistent with
marketing objectives that deliver value
• Pricing Sensitivity
 Assess scope for higher price potential
and business consequences of price
thresholds
• Image Assessment
 Understand impact of corporate imagery
on customer loyalty and propensity for
new business growth
• Migration Strategies
 Assessment of opportunities to move
prospects to higher revenue service
platform
• Value Added Initiatives
 Identification of New Initiatives to add
value to customer offering and build
retention
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Examples of Strategic Value ~ Post Implementation
RESEARCH FRAMEWORK
STRATEGIC VALUE
• Service Delivery Assessment
 Evaluation of delivery in accordance with
corporate objectives and customer needs
• Brand Equity Monitoring
 Assessing extent to which market
performance is helping to build equity in
the brand
• Customer Satisfaction
 Identifying vulnerable customer
segments and the cost of retention
• Competitive Movement
 Profiling competitive gains and
understanding factors precipitating
movement
• Advertising Tracking
 Assessing communications effectiveness
from flighted or continuous activity
• Share Monitoring
 Descriptive and diagnostic evaluation to
track and predict market share gains and
losses
Capabilities Presentation
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