Market Research

Our long-standing mission has been to decipher the patterns of data using cutting edge technology and analytical methods.

Three human figures with three gears behind them

Fulcrum Analytics was founded as a market research company in 1993. Our market research team brings the right balance of rigor and business savvy to help our clients with projects such as:

  • Finding the optimal mix of features for a future product
  • Segmenting customers for marketing and product development purposes
  • Illuminating the “why” behind observed customer behavior

Our specialists identify custom data points needed to answer the business questions at hand while determining the best way to collect data (methodology, population, and questionnaire language).


Industries Served

Business Services Providers
Financial Services
Medical Devices
Public Utilities

Popular Research Categories

Customer Satisfaction
Customer and User Experience
Competitive Positioning
Share of Wallet
Concept Testing
Web Site Evaluation
Customer Journey
Pricing Optimization
Conjoint/Discrete Choice

Current Clients

Our current research clients include public utilities, financial services institutions, retailers, business services providers, agencies, durable goods manufacturers, and publishers.

Recent Thoughts on Market Research

An Analytical Approach to Market Research
While the marketing industry has been steadily shifting toward a data-driven new reality, the marriage of observed data and custom-collected

Read more.

How we have helped clients

Effects of Price Change

A service provider wanted to understand whether it should lower its price for a pre-packaged service plan, as well as anticipate market share shifts and net profit effects should competitors follow suit in the price drop. Fulcrum conducted a Discrete Choice Analysis to determine the ideal set of service plan features and pricing, as well as to inform the client on how customer preference among providers would shift should competitors also lower their price and offer a similar set of features. The client went on to launch the recommended set of features and pricing.

Understanding Customer Response

A client wanted to understand the reasons behind customer response to a direct mail solicitation, so that they could improve their creative strategy. Fulcrum conducted a study among recipients of the direct mail piece, and determined the drivers for the response behavior.  The survey data was paired with customer solicitation and transactional data via a data append to enhance the information behind the driver analysis (how many solicitations were sent before the customer’s purchase, the dollar value of the transaction, etc.)  The client went on to revise its creative strategy and to introduce enhancements to make future offers more appealing and effective.

To learn more about ways we have aided our clients with marketing research please check out our case studies