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About Fairfax Business Research
Fairfax Business Research (FBR) is the research arm of Fairfax Business Media, publisher of AFR BOSS, The Australian Financial Review, AFR BOSS, AFR Smart Investor, BRW, CFO, MIS and Asset among other publications.
Fairfax Business Media is a division of the publicly listed Fairfax Media, publisher of Australian newspapers including The Sydney Morning Herald and The Age in Melbourne.
Fairfax Business Research, formerly known as Strategic Research, is an international operation that leverages the information resources of Fairfax to deliver strategic intelligence to a range of internal and external clients.
The division has two major product groups: MarketBase and MarketTrends as well as several other individual research products.
Customised Research
Why clients will need this programme:
Product development and targeting
Business and product managers will find FBR Customised Research invaluable in defining client needs and market opportunities. By defining the challenges faced by users and the pain points of IT development, vendors can work towards solutions that more accurately address the needs of the market.
The development of effective marketing programmes
FBR’s Customised Research programs identify the concerns and objectives of the key executives [CEO, CFO, CIO, CMO, HR]. Vendors can use this information to fine-tune their messages to increase sales and marketing effectiveness.
FBR’s Customised Research reveals the unexpected drivers of IT implementation as well as barriers to progress. By guiding the customisation of sales and marketing material, these reports can add extra power to the marketer’s arsenal. It’s no good being “on message” if the message is the wrong one.
Brand and loyalty analysis
The brand is the key property of the enterprise in the 21st century and must be constantly nurtured and developed. FBR’s Customised Research programs track existing brand strength and how this changes over time.
Brand satisfaction analysis has been implemented throughout our reports across most product and service categories.
The phasing of sales force commitments
Vendors need the ability to alter their market approach quickly and redeploy resources to address changing needs and opportunities. FBR’s Customised Research forward-looking data provides a concrete guide to when IT users will consider specific technology deployments. This allows sales force managers to deploy their agents in the most effective manner possible.
Sector analysis
Most of Fairfax Business Research’s results are presented broken down by size of organisation and industry. These provide strong indicators for sales and marketing professionals as to where the IT action is at any given time and for any given product category.
Comprehensive reports
FBR’s Customised Research can be either omnibus or tailored reports covering many product and service categories. For major vendors working in multiple markets this approach provides something for everybody.
Local Research
FBR Customised Research is, above all, a local product. We hear all the time in the IT media about offshore trends, but what’s happening in Australia and New Zealand right now? These reports can be used to both confirm the results of international research and also find how markets downunder are different. Through our exposure to the Asia Pacific market we are also able to undertake research through 11 major AP countries.
Research as a cost saver
Marketing and sales managers of IT vendor organisations can produce more targeted and effective campaigns through the use of sound research. The cost of research is a fraction of one system sale for most of these companies. Using FBR Customised Research in conjunction with MIS MarketBase is especially effective, with MarketBase able to produce qualifying lists of organisations and contacts identified from the demand-side research.
