Customized Market Research for
Green Product/Service Offerings (continued)

Green marketing exercises require a communications and branding strategy that will increase sales or uptake of clients' key products, services or other offerings. A typical project might involve the following objectives:

• Define the current understanding and perceptions of an organization and its products vis-à-vis the environment/sustainability.
• Identify target consumer segments that are most likely to act on their environmental and social values or concerns.
• Profile the most fruitful communications channels to reach these audiences.
• Test which messages and positioning would most resonate with key market segments.
• Develop demographic and psychographic profiles of key segments including comparisons with clients' existing customer or stakeholder landscape.

These objectives are achieved in multiple stages.

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