"QM's approach enabled us to highly segment the market and identify the best entry point for us. Using QM's proven methodology, companies can hit their specific targets in a highly cost-effective manner."

Mike Lough, VP Marketing, Acta Technology

Qualitative Marketing has helped executives define the next category hit, design new products, and develop new markets.

QM services include:

• Qualitative research that finds the right market, trends affecting their purchase decisions, and new uses for client's technologies.
• Product marketing with a customer-centric focus.
• Demand-side partner development to expand geographic and market presence.
• Demand generation programs that produce qualified leads and revenue while reducing sales and marketing costs.
• Strategic advising for future direction and competitive differentiation.

10 Principles of Success

Our services are based on principles Roberta Moore developed for innovators who are bringing new technologies to market.

• Principle #1 - Not all customers are created equal.
• Principle #2 - The key to success is focus.
• Principle #3 - The market is already defined. Companies create categories NOT markets.
• Principle #4 - Market leaders select segments they can really serve and, therefore, ultimately own.
• Principle #5 - Most innovations are complex and require more assistance.
• Principle #6 - Active Market Education that addresses the Customer Buying Model is critical to changing behavior.
• Principle #7 - Quality leads should rarely be sacrificed for quantity.
• Principle #8 - The Partner Ecosystem is different for each product and corresponding market.
• Principle #9 - The best way to change cultural behavior is to define the playing field through those that influence the target segments.
• Principle #10 - There needs to be a fit between the product, the positioning, the people, the partners, and the programs to reach them.

For more information, go to DM Review's Adoption of Business Solutions: The Ten Principles of Success.