Newcastle-based Marketwise Strategies is dedicated to recruiting the brightest young minds in the region, and does so through its extensive work with the region’s universities.

By engaging students through talks and attending career events, Marketwise Strategies is helping the next generation to consider challenging and rewarding careers in North East SMEs.

It was during such a talk by Dr John Gibson, research executive at Marketwise Strategies, that Laura from Belgium heard about working in commercial market research. Laura, now employed as an audio transcriber for the company, is accessing invaluable work experience whilst also reinforcing her understanding of her current studies – an MA in Research Methods.

Marketwise Strategies managing director Jacquie Potts said:

“There are many career opportunities outside of the laboratory for postgraduates, and we want to highlight the possibilities. Laura’s role is vital within our business, transcribing for focus groups and interviews are a fundamental part of research. I am sure she will prove herself to be an asset to the company and the experience she is gaining will also hold her in good stead when she graduates.”

“Marketwise Strategies will continue to work closely with Higher Education and I hope that we can help provide many more bright futures for bright minds.”

Marketwise Strategies audio transcriber Laura da Costa said:

“Working with Marketwise Strategies has been an eye opening experience for me. Each piece of work provides me with an increasingly tangible idea of what a career in market research involves. It has given me invaluable insight into innovative methods, a rich variety of projects and sectors and perhaps, most importantly, shown me the type of person you need to be to contribute effectively to such a successful, ambitious team.”

Dr John Gibson, a recent PhD graduate himself, is a shining example of what careers in leading edge market research can offer. He said: “I have been at Marketwise Strategies for almost two years now. During this time, I have had the opportunity to get involved in some tremendously interesting and exciting pieces of work in a wide range of sectors. My job is to research the interaction between ideas and evidence, by trying to source patterns of regularity to prove or disprove a theory. It is a ground breaking area of work.

“I am keen to make sure that the postgraduate students are able to gain an insight into how their own high-level research skills could be applied to a more commercial, private sector, small company setting.”

Meanwhile, research executive Dr John Koshy took part in a recent ‘In conversation with . . .’ event at Newcastle University where he spoke to graduates about how he is using his own PhD research skills outside academia.

Sarah has lived and worked in Texas for most of her life, but has also spent two years working as an International Representative in Uzbekistan.

At Marketwise Strategies, she will handle all aspects of project co-ordination for the growing business. She will also take care of all administration relating to Marketwise Strategies’ responsibilities as a Market Research Society Company Partner.

Sarah previously worked in administration for the second largest church in the Presbyterian Church of America, with 5,000 members and 100 staff.

Graham Soult, who is a senior research executive at specialist market research company Marketwise Strategies on the city’s Westgate Road, was named the 2nd best blogger on all-things retail by global media intelligence company Cision.

Cision’s list was compiled by “combining visitor, search and social metrics with in- house expertise” to “identify the most read, most discussed and most influential names in the UK retail blogosphere”.

His blog – Soult’s Retail View – is an analysis of the UK’s retail industry and retail history, often with a North-East flavour.

Graham Soult, an Architecture graduate who also runs two web portals called the Home Interiors Directory and the Garden and Landscape Directory in his spare time, said: “I started the blog because I have always been fascinated by the way retail is such an important part of every town, city and community.

“I write the blog as a hobby but it certainly helps me in my daily work as a market researcher because there’s a retail element to quite a lot of the market research projects we do, such as launching new products and interviewing representatives of top retail companies.“I only started the blog last July and have taught myself how to create websites, blog and Tweet. All those skills have proved really useful as Marketwise Strategies builds its own online presence, and also help me to better understand the needs of our clients in the digital sector.”

Marketwise Strategies managing director Jacquie Potts said: “We’re absolutely thrilled that Graham’s blog has been recognised and I firmly believe that encouraging your staff to be creative outside of work helps them to be creative inside work.

A SPECIALIST market research company has helped shape a piece of innovative software which could revolutionise the way scientific research is analysed, published and shared around the world.

Newcastle-based Marketwise Strategies has carried out proof of concept market research to help launch pioneering software company Inkspot Science Ltd., whose platform provides an online collaborative environment where scientists can carry out and share their work.

Working entirely in private, collaborating with trusted colleagues or publishing openly, scientists can also gain access to extensive scientific data without needing to set up and maintain their own systems.

Inkspot also allows them to convert raw data into meaningful and replicable analysis, or to start their research papers as a ‘digital lab notebook’, which can be peer reviewed and commented on, helping to increase a paper’s robustness and validity.

Inkspot enlisted the help of Marketwise Strategies to help it identify the size of the market, acquire an understanding of how scientists currently ‘do science’ and discover the potential revenue models that are currently acceptable to scientists in both commercial and academic environments.

Marketwise Strategies senior research executive Graham Soult said: “The benefits that this software will create for scientists could be pivotal for medical and scientific research.“Our research for Inkspot delved deeper into whom they were trying to reach, and asked questions that they may not have thought about. As a result, we were able to advise Inkspot to incorporate those vital details in order to develop a more bespoke and marketable product.”

Inkspot Science chief operating officer Joanna Berry said: “The report that we received from Marketwise Strategies added huge value to the project by supplying us with a meaningful analysis of the statistics. It’s a huge change from knowing the statistics to understanding what they mean.

“Because Marketwise Strategies asked the right questions to the right people, we discovered for example that scientists don’t like the word ‘blog’, preferring instead to use the term ‘lab notebook’. Something that would seem so small is fundamentally important to us to help engage those scientists into using the software.

“We can now identify growing interest and we are ready to produce a public site early in the New Year. We hope to develop it further as a publishing platform that can be applied to other (non-science) sectors.”

The software is also aimed at promoting scientific studies and sharing analysis worldwide by unlocking research so that more people can benefit from the work that scientists are doing. Following the feedback of a testing period, the launch of the software in the North East will enable a cultural shift among scientists which could benefit research around the world.

Marketwise Strategies managing director Jacquie Potts said: “Inkspot’s business model is simple and very effective. Through the findings, Inkspot were able to adapt and amend aspects of the software to create a product unlike any other.

“Open access for scientific papers and research is at the forefront of the Science Commons movement so it is great that something this groundbreaking is being developed within the North East.”

SPECIALIST market research agency Marketwise Strategies has bucked the recruitment trend by adding three team members to its expanding work force over the past year.

Contrary to recent reports of staff cuts and increasing unemployment in the region the firm, which helps other organisations grow through research and marketing planning, has welcomed three new recruits to its Newcastle based office in the past 12 months.

In addition to the new faces welcomed into Marketwise Strategies by managing director Jacquie Potts, one team member has recently been promoted to a senior role as the agency aims to grow the business further.

The latest recruit, Dr John Gibson, joins fellow research executives Rachel Hayes and Bethan Sayers as the most recent agency specialists in proof of concept research, market targeting, entry and positioning in the public, education, and technology sectors.

John, who joins the firm after completing a PhD at Newcastle University, said: “After leaving university, I really wanted to find a good place to use the research skills I’d gained there, but in a more commercial area of business. I also wanted to work somewhere exciting and interesting, with a wide range of large clients and this led me to Marketwise Strategies.

“It’s been great so far, and the team here are fantastic. I’ve even managed to work with some major clients already, which is rare for new recruits. When I looked intoresearch companies in the area, Marketwise Strategies always came out on top for not only client care, but staff wellbeing too. I love it here.”

Newly-promoted research manager, Dave Bain agrees that the firm’s business ethics have a large impact on staff and clients alike, “Many of our public sector clients exist to help develop and improve the region, so knowing that we have a part in those changes is a good feeling.

“The whole team strives to make sure we are continually improving the business. Everyone here takes a real pride in their work, and this obviously shows through to new clients and potential recruits.”

With Marketwise Strategies continually increasing their client list, managing director Jacquie Potts is keen to grow the company internally by extending the senior team even further, “We’ve been very fortunate and not noticed a dip in our workload this year; in fact we’ve actually been busier than ever! Companies are recognising they need the right market intelligence to address any downturn, and ensure their grow sales in the right areas.

“By adding to our team here, I’m hoping that we can continue to strengthen the business, and our new recruits are a step in the right direction.”

POSTDOCTORAL rheumatology researcher Dr Paul Koshy has joined Newcastle market research firm Marketwise Strategies to help grow its work in the healthcare sector.

Paul, 35, from Newcastle, completed his PhD in Rheumatology at Newcastle University in 2000, carrying out research into arthritis.

Previously he completed a BSc in Medical Biochemistry at Brunel University in London, where he worked on research projects ranging from osteoporosis research at the Royal London Hospital to cancer work at the Institute of Cancer Research in Surrey.

Paul has also worked in industry, testing the biocompatibility of a new medical engineering product.

After a spell in Germany working on a church leadership programme, Paul has joined the seven-strong Marketwise Strategies team after being introduced by one of the firm’s clients.

He is now delivering proof of concept research for an innovative new medical device and has already carried out research for a potential spin-out from Newcastle University.Paul, who also gets married this month, said: “Marketwise Strategies has an excellent reputation for its research and strategy support to technology-based businesses.

“It is increasingly active in healthcare markets and in this role I can use my science background to really make a difference to the North East’s healthcare businesses.”

Marketwise Strategies managing director Jacquie Potts said: “Most of our researchers are PhD or masters qualified in their chosen field, and Paul brings a vast amount of experience to our healthcare research projects. We are delighted to welcome him on board.”

A MARKET research company is helping staff at a North university turn business ideas – that begin life as academic research – into reality.

Newcastle-based Marketwise Strategies was one of five experts chosen to advise entrants in the Northumbria University Staff Business Competition 2009.

The staff business plan challenge invited university staff to put forward their money- making ideas, with Northumbria bringing in experts to help take the potential businesses from initial planning all the way to market entry.

Applicants have pitched ideas from consultancy and training services to health and aptitude testing as part of the annual competition.

And four out of five of this year’s finalists have opted to use market research conducted by Marketwise Strategies, which is based on the city’s Westgate Road, to help boost their fledgling businesses.Managing Director Jacquie Potts was involved in the business plan clinic offered to finalists, which also included advice from a top lawyer and financial advisor.

She said: “Part of the role of academic staff is to carry out research so, as a result, academics often develop product or service ideas that could be commercialised.

“This competition presents one way they can begin to test out the commercial potential their ideas have, and investing in strategic market research is vital for new businesses to test the waters.

“It’s a pleasure to work with such an interesting range of business ideas from Northumbria University and to be involved in helping the academics to turn their ideas into real businesses.”

Northumbria University Commercialisation Manager Graham Hopson who organises the competition said: “We have been delighted by the calibre of this year’s business plan entries and our panel of industry experts have offered invaluable advice.

“Jacquie, in particular, has been directly involved in providing market research expertise which is supporting the development of the staff business plans.”

The final of the Northumbria University Staff Business Competition 2009 will be held on Wednesday, June 17.

Absolutely, argues Marketwise Strategies managing director Jacquie Potts.

FOR technology businesses, the need to win investment can dominate the months (and even years) leading up to market entry.

That can mean that the business planning phase focuses on generating the kind of statistics and projected accounts to make investors sit up and take notice.

Unfortunately, it can also mean that not enough attention is paid to the real nuts and bolts issues, such as ‘how warm is the market to the benefits of this product?’ and ‘what possible barriers exist to successful market penetration?’.

That’s why most marketing-savvy investors insist on detailed proof of concept market research, at the earliest stages of product development – and then more research before market entry.

After the University of Sunderland came up with the idea for a groundbreaking new software tool to tackle financial fraud, it invested in rigorous proof of concept research.

Researchers there are working on smart computer software that they believe will be able to detect insider trading within the stock exchange.

Called CASSANDRA (Computerised Analysis of Stocks and Shares for Novelty Detection of Radical Activities), the project was awarded £90,000 by Northstar Equity Investors to investigate the feasibility of combining Artificial Intelligence technologies with analysis of news stories to track suspicious share dealing.

The university used a proportion of that funding to buy-in independent market research. Entrepreneurs, on the other hand, can sometimes be reluctant to have their ideas properly researched, as there’s always the risk it will throw up answers they don’t want to hear.

Research, however, is all about minimising risk. In this case, the risk that the entrepreneur’s time, and the investors’ money, will be squandered.

Effective research will produce the kind of market insights that help to shape product development. And ensure it really meets market needs.

It will go beyond an entrepreneur’s current understanding of the market. It will dig deeper and produce more than just statistics. It will produce actionable insights and new perspectives on customer needs and wants. And become valuable information that can inform the business model and give confidence when going to market.In recent months, access to business investment and to loan funding for pre-start and early stage businesses has tightened. There is more competition for money and more emphasis on reducing risk. For technology-based businesses, the need for funding is just as great, but the hurdles seem to have grown taller.

Which brings me back to my earlier point about hard-hitting statistics. When the emphasis is on numbers, it is easy to lose sight of the real objective – to enter the market successfully and build market share. Or, in other words, to develop and take to market a product or service that people or organisations will buy. That means truly understanding your market – and the factors driving it.

In gaining that understanding, the latest online research methods can have a place but we need to remember they are just some of the options in a good researcher’s toolbox. They can be cost effective, in some markets and in some situations, but they are not a panacea. They are just as prone to ‘garbage-in-garbage-out’ as any other method – if the panel of respondents doesn’t fit the customer profile or if there is bias in the wording of questions, then the results are likely to mislead.

The key to minimising risk is well-designed research. This means posing the right questions to the right people in the right ways, then analysing the results with a healthy degree of caution.

My tip for 2009’s tech-focused new starts is to truly understand your market – the customers, the possible competition, and all of the factors that surround it – first, then build the numbers for your business plan.

Based in County Durham, Ameeca has developed StoryPhones, a wireless MP3 audio system for use in schools, to help young children develop speaking and listening skills. However, in order to develop the product effectively, Ameeca, run by husband and wife team Dr Simon and Eleanor Johnson, turned to the Newcastle-based research experts for help.

Marketwise Strategies managing director Jacquie Potts said: “Simon and Eleanor first approached us for research in 2005, to help prove that there was a market for their product. There were three stages to the project: initial proof of concept research; then market entry research; and finally marketing strategy development. At each stage we worked very closely with Ameeca, to help develop both the product and the ways in which it would be marketed.

“We interviewed more than 150 teachers of literacy at nursery, reception and primary school across England and Scotland. We also spoke to specialist literacy advisors and consultants. The response was excellent and almost three quarters of the teachers were interested in using StoryPhones whilst the advisors and consultants were keen to see it succeed.”

StoryPhones will be launched nationwide in January 2009, and will be available as an innovative education tool for schools and learning centres. The audio system allows children, aged three to seven, to listen to stories, music, songs and games, while also being able to record themselves to develop language skills. Advance orders already total over 300 sets and the company is predicting turnover of £1million in 2009.

Dr Simon Johnson, who approached Marketwise Strategies after a recommendation, said: “The reports provided by Jacquie and her team were vital in the development of the StoryPhones and helped a great deal. I was a complete novice with market research beforehand, so it was an eye-opener to see just how beneficial it could be.

“The research also helped with gaining funding for the product, and we’re still using the knowledge it gave us today.”
Eleanor’s background in teaching gave Ameeca a unique insight into the needs of the education market, prompting the concept for StoryPhones. The duo are now hoping that their recently acquired product development skills will help them to take forward future ideas.

“We’re hoping to develop more products over the next few years”, explained Simon. “The StoryPhones have been received so well, and they’re only in the early launch stages. As such, we’ll definitely be going back to Marketwise Strategies again. The help was invaluable.”

A North East technology company has launched a unique range of remote headphones for children – with the help of specialist market research agency Marketwise Strategies.Based in County Durham, Ameeca has developed StoryPhones, a wireless MP3 audio system for use in schools, to help young children develop speaking and listening skills.However, in order to develop the product effectively, Ameeca, run by husband and wife team Dr Simon and Eleanor Johnson, turned to the Newcastle-based research experts for help.

Marketwise Strategies managing director Jacquie Potts said: “Simon and Eleanor first approached us for research in 2005, to help prove that there was a market for their product. There were three stages to the project: initial proof of concept research; then market entry research; and finally marketing strategy development. At each stage we worked very closely with Ameeca, to help develop both the product and the ways in which it would be marketed.

“We interviewed more than 150 teachers of literacy at nursery, reception and primary school across England and Scotland. We also spoke to specialist literacy advisors and consultants. The response was excellent and almost three quarters of the teachers were interested in using StoryPhones whilst the advisors and consultants were keen to see it succeed.”

StoryPhones will be launched nationwide in January 2009, and will be available as an innovative education tool for schools and learning centres. The audio system allows children, aged three to seven, to listen to stories, music, songs and games, while also being able to record themselves to develop language skills. Advance orders already total over 300 sets and the company is predicting turnover of £1million in 2009.

Dr Simon Johnson, who approached Marketwise Strategies after a recommendation, said: “The reports provided by Jacquie and her team were vital in the development of the StoryPhones and helped a great deal. I was a complete novice with market research beforehand, so it was an eye-opener to see just how beneficial it could be.“The research also helped with gaining funding for the product, and we’re still using the knowledge it gave us today.”

Eleanor’s background in teaching gave Ameeca a unique insight into the needs of the education market, prompting the concept for StoryPhones. The duo are now hoping that their recently acquired product development skills will help them to take forward future ideas.

“We’re hoping to develop more products over the next few years”, explained Simon. “The StoryPhones have been received so well, and they’re only in the early launch stages. As such, we’ll definitely be going back to Marketwise Strategies again. The help was invaluable.”