Martin Goffman Associates
approach to research and competitive intelligence is to provide a
detailed understanding of a particular industry, market, technology
or company. We seek to provide not just research but analysis; not
just information, but information that is useful to our clients. Our
service mark is to "turn information into intelligence"®.
Our people understand technology and its implications. We have
expertise in market development, marketing research, marketing
strategy studies, market testing, surveys, and all scientific
disciplines. Our research is done in stages. We start by doing
on-line research. We develop a market/company/technology
"snapshot" by searching for articles that discuss market
size, trends, key players, etc. We research published literature
including business magazines, industry journals and newsletters,
analysts reports, newspapers, etc. We look at and analyze national
trends to determine alternatives and other opportunities for our
clients. This analysis of the information is the key to our
exceptional service. During this stage we also identify some of those
people that we will likely call during the next stage of our work.
The second stage is where we combine the results of the on-line
research with phone interviews and competitive intelligence. We
employ special branching logic that allows us to explore additional
areas. The range of people approached covers middle management and
executive level employees, again as a means of validation.
The extent to which we conduct our studies depends on the scope of
the project as defined by time and budgets. We also include company
literature and catalogs where possible. Our reports generally consist
of an executive summary, a narrative and analysis, and appendices.
When appropriate, we will also provide recommendations for further
study and interviews. Our strength lies in our technical expertise
coupled with our market study specialists. We address in the final
report each of the issues and sub issues defined on our client's