- conducted over 500,000 in store product and merchandising audits,- recorded 100's of thousands of product prices, - conducted many online shopper experiments, - counted and monitored numerous other trade related materials, - saved our clients 100's of thousands of dollars in measurement costs (how much is it costing you to measure your market yourself - in time and opportunity lost). Over the years we have arrived at one certain conclusion - What gets measured gets done! Effective market measurement results in sustained sales and significant efficiency gains. This is because creating a system that quantifies and rewards effective sales initiative ensures that we reward what field sales have control over. Measurement builds significant efficiencies because the same or less effort can be so much better targeted. Effective reporting, review and goal setting completes the feedback loop. Collecting data efficiently is only the first step in effective measurement. Building reporting systems and setting up review sessions completes the feedback loop that results rgrgin effective change and growth. Emerson & Hughes have created many online reporting tools enabling companies to quickly view their results and effect change were it is needed most. Emerson & Hughes are experts in the collection and reporting of trade related, in-store and field sales related information. With online dashboard reporting systems interpretation and insight are quickly delivered and realised by our customers. Over the last 20 years we have counted and recorded many diverse product details including visibility, pricing, compliance, trade standards, product quality standards, product merchandising and product sales. We have also counted many odd items like telegraph poles, shop light bulbs, cars, and people numbers at bus stops. In fact if it can be counted we will count it. We also conduct mystery shopping and in-store shopper behaviour experiments. We firmly believe that if you measure and report something effectively real change and improvement can be achieved. Without adequate measurement most sales related activity is just a guess. Many companies believe that they can manage their own measurement. And to some degree they can, but at what cost? Some of the pitfalls associated with self measurement include: - The market is only ever measured at its best for you, (ie when the representative leaves the store). But consumers, retailers and opposition representatives are all affecting the result you achieve and so self measurement often results in a misguided picture of reality.
- The time spent conducting the measurement is never really costed nor is the lost opportunity cost of a representative counting rather than doing what he does best - SELL.
- The unwitting effect of observer bias can result in misguided over inflated self judgements that can be misleading and worse, lead to misguided strategic decision making.
The icons on the right of this page detail some of the products and services we have developed over the past 20 years. Click on them to view some of the detailed studies we have conducted for our clients. We firmly believe that if it exists it can be measured and that we can measure it cost effectively. | 
