On January 17, Tekvocation hosted a session on Market Research and Targeting Customers' as part of its Friday Expert Series under the Knowledge Hub initiative. The session aimed to simplify how businesses understand customer needs and apply market research effectively.
The speaker, Mrs. Catherine Suchita J, brought valuable insights from her role as the Business Head - Operations and Marketing at Moneyline, a wealth management firm in Mysore managing significant assets and serving a diverse clientele. In addition, she contributes as a Consultant (Training) for TMI and provides expertise in Marketing and Operations at SMARAN Pyrolysis Technologies, focusing on bio-fuel and green alternatives
The discussion covered various marketing strategies, from undifferentiated marketing—where a single product serves the entire market—to more focused approaches like niche and micromarketing. Account-Based Marketing (ABM) was also explored as a way to create personalized content for high-value clients.
A practical tool, the 'MAN technique', helped participants evaluate potential customers based on Money (ability to buy), Authority (decision-making power), and Need (product relevance).
Participants also learned how to craft a research plan, starting with defining objectives, gathering and analyzing data, and ultimately interpreting and presenting their findings. They left with a clear understanding of how to use these strategies to create better-aligned products and services. The session concluded with actionable tips participants could apply to make informed marketing decisions and deliver meaningful results to their clients.