data, research and insights
mdg provides quantitative and qualitative research and – most importantly – the corresponding analyses and insights that give meaning to the data. Our research helps clients gain a better understanding of brand/product positioning, organizational strategy, event launch feasibility, portfolio mix, event location/timing, pricing/monetization, member satisfaction and more.
Audits (brands, products, organizations, websites, marketing campaigns) • Competitive analyses • Data audits and analyses • Focus groups • Pre- and post-event measurement • Industry assessments, benchmarking and segmentation • Market sizing and gap analyses • Member satisfaction/ needs assessment surveys • Personas and corresponding buyer journey and messaging maps • Pricing/monetization analyses • Product feasibility studies (launch events, member offerings, etc.) • Secondary market research • Situational and SWOT analyses
National Black MBA Association
The National Black MBA Association needed to better understand its audience in order to send more targeted messages that would compel action, namely registration among Black professionals for its upcoming event.
Approach: After defining the total addressable market within commuter distance of the event location, we layered on membership and previous/prospective attendee data.
Results: The analysis revealed that there was significant opportunity to grow attendance (and membership) from regional audiences and also uncovered actionable insights around audience retention trends in relation to event location patterns.