Market Research & Strategy
It’s more than a redesign. It’s a new opportunity for your organization.
Research. Input. Collaboration. Strategy.
Discovery forms the foundation of any successful project. And no two projects are the same.
At iFactory, we take the time to understand your project within the broader context of your organization to ensure you get the buy-in and support you need to make the site your users deserve.
Combined with insights from your team, research methods, and market research, we then develop a cohesive website digital marketing strategy to guide the rest of the project and set expectations with core stakeholders.
A true redesign is 50% digital communication and 50% change management.
Key to the success of any new website is a strong understanding of the entity and its audience, along with institutional buy-in. iFactory's comprehensive discovery phase did a great job on those fronts.
Process
Setting the north star
Market research
The landscape is always changing and no two markets are the same. We’ll dive into the latest research to see how it connects with your audience.
Stakeholder interviews
These small groups provide firsthand feedback and opportunities for deeper conversations with the core team and stakeholders.
Competitor review
Understanding the competitive landscape is critical to knowing where growth opportunities lie — and how you stack up with the crowd.
User surveys
We get direct feedback from relevant audiences to gather qualitative data that identifies what is working and what needs improvement.
Documentation & analytics review
We pore over everything from brand guidelines to strategic plans to data so we don’t miss a thing about how this project fits into the bigger picture.
Strategy report
The marketing research and strategy report becomes the guiding plan that informs all steps in the subsequent process and aligns our team with yours.
See how the strategy team works alongside our other disciplines to bring your vision to life.
Manhattanville University
From challenges to triumphs: Our proven marketing strategy services
Aligning user experience & branding strategies
We set out on a mission to translate the on-campus identity of Manhattanville College to their digital presence, leading to a significant boost in the next year’s enrollment.
35%
Increase in first-generation students
28%
Increase in commuter students
Website Strategy Frequently asked questions
Market research and strategy is the discovery process that helps define the direction of a website redesign before design or development begins. It combines audience research, stakeholder input, competitor analysis, analytics review, and organizational goals to create a clear digital strategy. The goal is to make sure the new website is not just redesigned, but built around real user needs, institutional priorities, and measurable opportunities for growth.
Discovery gives the project a strong foundation. It helps uncover what users need, what stakeholders expect, where the current site is falling short, and how the website should support broader marketing and organizational goals. Without discovery, a redesign can become mostly visual. With discovery, the redesign becomes a strategic tool for better communication, stronger engagement, and smarter decision-making.
iFactory’s strategy process may include market research, stakeholder interviews, competitor reviews, user surveys, analytics analysis, and documentation review. This can include brand guidelines, strategic plans, existing website data, audience insights, and internal goals. Together, these inputs help create a fuller picture of where the organization stands and where the website needs to go next.
Competitor research helps identify how similar organizations position themselves, structure their websites, speak to their audiences, and support conversions. It can reveal gaps, strengths, messaging opportunities, and ways to stand apart in the market. For colleges, universities, nonprofits, and mission-driven organizations, this research helps clarify how the website can better communicate value and guide users toward action.
A strategy report summarizes the key findings from discovery and turns them into a practical plan for the website project. It may include audience insights, market opportunities, stakeholder themes, competitor findings, analytics observations, messaging recommendations, and strategic priorities. This report becomes a shared guide for the project, helping align leadership, marketing teams, designers, content strategists, developers, and other stakeholders around the same goals.
Want to Know More?
Contact us to learn how we can be a great partner and start building your marketing plan.
617-426-0609
available from 9:00AM - 5:00PM
Address
iFactory a division of RDW Group
225 Dyer St, Providence, RI 02903