Empirical Path consultants led a recurring study to explain trends in public service advertising to government and advocacy groups on behalf of a social marketing agency.  Wrote, designed, and coded questionnaires to gather feedback from television and radio station media directors on PSA airtime, issues, and features.  Oversaw phone and online fielding using a custom database of station contacts. Compiled and analyzed responses to identify noteworthy segments and findings.  Wrote and published a report that attracted media attention and prospective agency clients.

Empirical Path consultants laid out market growth, usage hurdles, and technology partnerships to address the camera phone opportunity for a leading printer manufacturer.  Synthesized camera phone growth projections from IDC, InfoTrends, and other research vendors, then discounted these to forecast images printed based on demonstrated consumer printing of photos from camera phones and of similar resolution.  Described competitor products and alliances to address the new market.  Ranked and detailed potential strategic partners, including handset makers and operators.

Empirical Path consultants researched end-user markets and channel partnerships in new product categories for a leading imaging hardware manufacturer.  Estimated market size and share in an unmeasured category by using a publicly traded comparable as a proxy for all competitors, then correcting for their lower reseller penetration.  Forecast growth in an unmeasured accessory category based on hardware sales, installer statistics, and the client’s rate of bundling accessories with hardware.  Detailed competitors’ efforts to develop programs for partnering more closely with resellers.

Empirical Path consultants created the demographic conclusions highlighted in a national news website’s inaugural trade marketing campaign.  Commissioned syndicated audience measurement from Nielsen//NetRatings and identified audience traits which the site could deliver for advertisers better than competitors, including high income, education, and influence levels.  Synthesized SageMetrics site traffic data and comScore syndicated research to prove that the locally based property in fact reached a predominantly national and international audience.