MOSS Group provides a range of market research and strategic planning services that provide highly strategic consumer insight to aid brand and campaign development and evaluation, and target audience profiling.

Research techniques include a range of quantitative and qualitative methods.

MOSS Group recently completed a Strategic Brand Development Research project for Honda’s Motor Power Equipment Division (MPE). The research enabled Honda MPE to develop effective and targeted marketing campaigns and included a renewed digital strategy. 

The project was a comprehensive two phase qualitative and quantitative research project.  In Phase 1, eight focus groups were conducted with the target audience to explore and understand the attitudes and emotions that drive behaviour. In Phase 2, an online survey of n=300 respondents in the target audience validated and expand on the qualitative findings. 

The MOSS Market Research and Strategic Planning Department is headed up by Donna McInerney. Donna has a BA in Psychology and Fine Arts from Melbourne University.

Prior to MOSS, Donna was Group Account Director at Millward Brown, where she also headed up their qualitative division, Firefly.  Donna has over 25 years experience in market research and strategy in the UK, USA and Australia.

Donna has provided market research and strategic services for: The Department of Premier and Cabinet (under Steve Bracks),  L’Oreal, Garnier, The Home Depot (in the USA), Proctor and Gamble, Peugot (in the UK), Cadbury, RACV, GAZMAN, Hungry Jack’s, Channel Seven, Simplot - Leggos, Birds Eye, John West, Edgell.

Donna is a member of the Australian Market and Social Research Society (AMSRS).