Matthew Hakoun Market Research Analyst & Business Analyst

Until recently Market research has been far too often overlooked and taken too lightly by corporate decision makers. It hasn’t been until the age of “Big Data” that corporate decision makers are finally realizing the value of insightful, actionable Competitive Market data and Consumer Analytics in thier forward business planning and daily tactical actions.

The main driver of executing successful business turnarounds and operational improvements is Market Research. Without knowledge of the marketplace what do you really have? You might as well be guiding your company by a ouija board or the stars.

In today’s competitive market, Market Research must be accurate, concise, actionable and in-short order deliverable ready, to address inefficiencies, reposition brands and support new product development.

My background is diverse and extensive as I have served in some of the largest most dynamic consulting engagements over the past ten years. I have served in over 100 business advisory cases spanning multiple industries;  Pharmaceutical and Health care/Hospital, Retail and Consumer Product, Energy, Automotive, Manufacturing (you name it).

I have personally spear-headed or been a part of many of the largest and most dynamic headline grabbing competitive market and brand repositioning, business unit realignments and post merger integrations and business expansions of the past decade.

I have led the successful start-up of two independent Market Research Groups and refocused the efforts of countless client Market Research Groups providing support to internal client engagement teams and Marketing Departments.  Providing hands-on and Project Management expertise driving effective Market Research, Benchmark Analyses, Consumer Analytics and Best-in-Class Modeling.

There is no margin for error and no second chances in today’s competitive market.  I pride myself on success and nothing less.

That’s why with my track record of proven success combined with a company who is ready to take an active role in Consumer and Market Analytics.  It is my goal to join a company who is looking to grow and capitalize on untapped market potentials that’s ready to leverage my extensive “war chest” of experiences so we can propel the company to the next pinnacle of market dominance using a strategic approach to Competitive Intelligence and Analytics for the next era of change.

I welcome all phone calls and emails. Please contact me at your convenience to discuss career opportunities and how I can be of an asset to you and your company.

Best regards,

Matthew B Hakoun



Market intelligence

Market intelligence (MI), according to Cornish, “the process of acquiring and analyzing information in order to understand the market (both existing and potential customers); to determine the current and future needs and preferences, attitudes and behavior of the market; and to assess changes in the business environment that may affect the size and nature of the market in the future.” (“Product”, 1997, p147). The interaction between variables from producers, communication channels, and consumers vary the effectiveness of market intelligence which affects the performance of the sales of a new product. The product is central in a circle because it helps to direct what information is gathered and how. A software company will likely know more about its market and have more success in its product selection when it collects more different categories of market intelligence which cover both tacit and explicit knowledge. MI is generated from both systematic methods of market research and software testing by users as well as recorded tacit process in daily operations. It includes information from customer analysis and industry analysis as well as general market conditions. The seven most used activities for collecting MI in product software industries are: product testing industry intelligence sales/service trade shows channels qualitative methods (small “focus groups” and personal interview) aggregate data MI’s main use is to identify successful new product developments early in the process to create company growth and maximize revenues by finding a balance between costs and prices of products. By using this knowledge about the external environment, software companies can successfully innovate to stay ahead of the competition. MI is critical for helping with the new product development stage of the product lifecycle, which is crucial for product software.