San business-writing sample:
Consulting Group Descriptions (page 3/marketing)
I was a sub-contractor on this project. My direct client was an ad agency; a well-known consulting firm was their client. I was sent into the firm to interview various consultants about their work, gathering information about different consulting groups and then writing about them. I’ve deleted the name of the consulting firm from the text that follows, since the writing samples here are from the raw (unedited) manuscripts that I submitted to the agency.
Strategic Marketing Group
Formulating an investment strategy is at best a risky process, and at worst can have devastating effects on a company’s future. This is especially true in industries which are heavily influenced by new technological developments. Regardless of the risks and horror stories, the potential return is often so great that companies will continue to invest under highly uncertain conditions.
Our expertise in strategic marketing analysis can make a critical difference in the likelihood of a successful result. We help our clients to analyze and develop both products and markets. Real-world testing is possible in a surprising percentage of cases.We base our analysis on actual real-world testing whenever possible; and it is possible in a surprising percentage of cases.
This testing may happen in a traditional laboratory, but more likely it takes place in a residential test community. That community may be a city, a town, or even a computer-derived demographic slice of an entire region or country. To be valid, this kind of research must satisfy a number of requirements:
- Obviously the test site must be as similar as possible to the ultimate target market. The problem is to determine in precisely which ways it must be similar. Before we choose a test site we analyze which are the significant demographic factors to be correlated, and which independant variables are irrelevant.
- There are natural biases built into any test setting, most commonly the subjects’ knowledge that they’re participating in an experiment. These biases must be identified and factored out of the results.
- Analysts should be knowledgeable about statistical traps which can skew test results.The research should be set up and analyzed by professionals. They should be knowledgeable about statistical traps which can skew test results. Also, they should be familiar with similar, previous studies conducted for other companies, what actions those companies took in response to that research, and how it affected their bottom lines.
We have a proven track record of successfully setting up such studies, analyzing the results, and then helping our clients use that analysis to decide on their best product development and marketing strategy.