06
Services in
this category
Customers, Brands and Pricing
Understand buyers, position the brand, set the price and test the product.
Who buys, why, what they will pay and what they think of you are questions with measurable answers. These six services measure them, with particular depth in B2B and industrial markets where the buyer is a committee, the specification is written by someone else, and the price is judged over the life of the product.
Who this is for
- CMOs
- Product heads
- Sales leaders
Our Customers, Brands and Pricing services
B2B Buyer and Procurement Research; Spec-In Map
Read moreResearch into how B2B buyers specify, evaluate and select suppliers, including a Spec-In Map that traces the licensors, EPCs and consultants who influence the specification before the purchase order is raised.
- Buying-process and decision-unit mapping
- Supplier selection criteria and weights
- Spec-In Map of influencers
Usage and Attitude, Segmentation, Path to Purchase
Read moreUsage and attitude studies, needs- or behaviour-based segmentation, customer journey and touchpoint mapping, and persona profiles your marketing and product teams can build on.
- U&A study
- Needs- or behaviour-based segmentation
- Customer journey and touchpoint map
Brand Health and Corporate Image for B2B Suppliers
Read moreAwareness, consideration and preference tracking, corporate reputation among stakeholders, and a tender-readiness perception check, run as a one-off or wave on wave.
- Awareness, consideration and preference tracking
- Corporate reputation among stakeholders
- Tender-readiness perception check
Pricing Research and TCO Benchmarking
Read moreWillingness-to-pay studies, conjoint and choice modelling, competitive price benchmarking and TCO models that show your customers what your product costs over its life, not only at purchase.
- Van Westendorp and Gabor-Granger
- Conjoint and choice modelling
- Competitive price benchmarking
Concept, Product and Equipment-Clinic Testing
Read moreConcept screening and scoring, on-site product trials for industrial consumables, equipment clinics at trade fairs, and MaxDiff feature prioritisation, so you launch what users want.
- Concept screening and scoring
- On-site product trials for industrial consumables
- Equipment clinics at trade fairs
Win/Loss and Voice of Customer
Read moreIndependent interviews with won and lost accounts, lost-customer analysis, voice-of-customer themes and concrete recommendations for your sales process.
- Win/loss interview programme
- Lost-customer analysis
- Voice-of-customer themes
Which service do you need?
- I need to know how industrial buyers specify and choose suppliersB2B Buyer and Procurement Research; Spec-In Map
- I need to understand and segment my customersUsage and Attitude, Segmentation, Path to Purchase
- I need to measure how buyers and stakeholders see my companyBrand Health and Corporate Image for B2B Suppliers
- I need to set a price or prove total cost of ownershipPricing Research and TCO Benchmarking
- I need to test a concept, product or machine with usersConcept, Product and Equipment-Clinic Testing
- I need to know why I win and lose dealsWin/Loss and Voice of Customer
Frequently asked questions
What is an IMR Spec-In Map?
A Spec-In Map traces who influences a product specification in B2B buying — licensors, EPCs and consultants — alongside the buying process, decision unit, supplier selection criteria and switching triggers.
Which pricing research methods does IMR use?
Van Westendorp and Gabor-Granger for willingness to pay, conjoint and choice modelling, competitive price benchmarking, and total cost of ownership (TCO) models and comparisons.
Can IMR test a product or equipment with real users?
Yes. IMR runs concept screening and scoring, on-site product trials for industrial consumables, equipment clinics at trade fairs, and MaxDiff feature prioritisation.
How does IMR measure B2B brand health?
By tracking awareness, consideration and preference, corporate reputation among buyers, specifiers and investors, and tender-readiness perception, in a wave-on-wave tracker.
2019
Operating since
400+
Projects completed
1,000+
Brands served
Pune · Toronto
Offices
Clients include 3M, ABB, Deloitte, Honeywell, Cargill, Dow, Panasonic, Novozymes.
Tell us the decision. We'll scope the evidence.
Share a few details and an IMR analyst will reply within one working day with a proposed scope, timeline and fee.
- 01An IMR analyst replies within one working day
- 02A 20-minute scoping call
- 03A written proposal with scope, timeline and fee