Fine-tuning the decision-making process.

Regardless of how research has been undertaken historically, our understanding is that well-focused organisations today are taking a very strategic and practical approach to research.

The focus is clearly on the areas to which the information will be applied - decisions that will be made based on the data.

What kind of decisions?

• How can we identify and target those segments with the most profit potential?


• What are the most appropriate products and services for our target customers?


• How can we communicate most effectively with our target customer?


• How can we make sure our people understand the expectations of our customers and consistently satisfy them better than our competitors?

There is no substitute for thinking, but information will help.

We believe real solutions require three things: information; the ability to access, analyse and integrate that information; and finally, new ways of thinking.

• Information. Roy Morgan Single Source is a massive consumer database providing accurate market information on more than a thousand products and services in Australia, New Zealand, USA and UK.


• Access. ASTEROID is Roy Morgan's proprietary access and analysis software. It is fast and sophisticated but entirely user-friendly, even for those who are not familiar with the vagaries of research.


• New ways of thinking. Roy Morgan's complete strategic planning, marketing and media information systems will help your people understand your customers, their needs, attitudes and behaviour. Examples of our new ways of thinking include Roy Morgan Values Segments*, multimedia scheduling, profitability analysis and customer-based merger and acquisition analysis.

* Developed in conjunction with Colin Benjamin - © The Horizons Network 1997.