Could you present The Praxi Group?
The Praxi
Group is a full-service, multi-methodology primary market research company. We
understand the importance and value of including the voice of the customer in
critical marketing decisions. Our sole mission is to provide guidance and tools
needed to effectively tap into the most important resource – the customer.
We combine a
diverse toolbox of methodologies including focus group discussions, in-depth
interviews, phone, and online interviews with a focus on specific areas of
research that provide experience and guidance to clients. These tools and
topical areas of focus maximize the value of input captured from customers — be
it current customers, past customers or future prospects.
The Praxi
Group has four primary areas of interest including:
New
Product DevelopmentBrand
Identity
Communications and MessagingAd
development and Testing
The customer
segments we focus most closely on are:
Senior
ConsumersSmall
Businesses
What is your philosophy?
Our interest
is to encourage companies to conduct primary market research, however, not just
any research but the right research!
Too often
research is an afterthought; a “check the box and move on” proposition that not
only fails to meet the needs of the key decision-makers, but also wastes the
limited time and financial resources of the entire team.
The Praxi
Group was founded in 2003 in order to meet two critical needs on the part of our
clients:
1)
ACTIONABLE RESEARCH, provided via
2) PRACTICAL
APPROACHES.
To be
PRACTICAL, we rely on a full suite of research methodologies and analytical
approaches to design and develop an approach that is tailored specifically to
your needs. We work hard to match the needs of the decision-makers and the
available resources with a method and approach that will meet everyone’s needs.
To be
ACTIONABLE, we start at the beginning and work forward. To make absolutely sure
the research will support your decisions, we ask A LOT of questions up front.
This way, we
let the research plan flow from our joint understanding of the goals to be
accomplished and the decisions to be made. Our methods are the outcome of each
project’s objectives – not vice versa.
Why are you concentrating efforts to better understand the
Senior Market?
In 2006
almost 30% of the US population will be over the age of 50 with an estimated one
trillion dollars worth of spending power!
This shift
in the median age of consumers will have significant implications for the
marketing strategies pursued by companies, particularly with regard to the
development of new products targeted specifically toward elderly consumers.
Researchers asked to assist in these efforts will face similar challenges in
terms of the methodological and analytical approaches utilized when accessing
the voice of this important segment.
Companies
that achieve success in this marketplace must recognize the complexity of the
older population, the continuously shifting need sets of older consumers, and
the impact of their efforts to target this population on their ongoing delivery
of products and services to other segments of consumers.
Specifically:
Consumers
aged 55 to 64 differ drastically from those aged 75 and above.
A consumer
aged 60 today will have very different needs when they turn 70.
A company
that successfully serves a younger segment cannot expect their product benefits,
positioning strategies and / or brand identities to transfer equitably to the
older consumer, AND VICE VERSA.
Why did you choose to join strategic Network?
We have been
following articles in the strategic Network for some time and given the
topic it can only continue to be a key area for companies who are looking to
provide more to this growing population.
We feel the
more information that is published the more companies will begin to put forth
efforts to better accommodate the senior population. The strategic
Network helps us keep up to date on current developments in the mature market.
White Paper:
Download our white paper « Research
Overview: The Aging U.S. Marketplace » (PDF 80 Ko)
Contact Details:
Michael
Hesser – President (mikehesser@praxigroup.net)
Wendy
Jenkins – Vice President (wendyjenkins@praxigroup.net)
26030
Highway 74, Suite A
P.O. Box
1094
Kittredge,
CO 80457
Ph:
303-679-6300
Fax:
303-679-6680