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Contact Information

1011 W. McKinley Ave
Sunnyvale, CA 94086

Main Tel: 408-720-1464
Fax: 408-720-8616

Marcia Kaplan
Tel: 408-720-1464

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Kaplan & Associates

Primary Business Activities

Research Service Provider
Research Analysis
Research Project Design
Web Surveys
Data Collection

Description of Capabilities

Kaplan & Associates employs qualitative primary research and secondary research techniques to examine:

  • Competitors
  • Markets
  • Customer Satisfaction
  • Potential Customer Viewpoints

At Kaplan & Associates, we don't take a cookie-cutter approach to our clients' needs.

We respect the uniqueness of each client so we tailor methodology and analysis to meet individual needs.

Industries and areas of expertise include:

  • Computer hardware
  • Enterprise software
  • Telecommunications
  • Medical devices
  • Targeting small and medium business customers

Kaplan & Associates specializes in qualitative market research and consulting for high-tech companies.

We offer results-oriented research and strategic recommendations on marketing and channel issues that support clients in enhancing their strengths and maximizing profits.

Description of Specialties

Market Analysis

  • Uncover untapped markets and identify potential barriers to entry.

  • Size markets and ascertain which markets to pursue and how to promote your product.

  • Achieve appropriate product positioning and pricing.

Competitive Analysis

  • Learn about your competitors' strategies, products, pricing, and market position.

  • Identify their strengths and learn how to combat them.

  • Ascertain their weaknesses and take advantage of the opportunities they create.

End User/Customer analysis

  • Identify features that current and potential customers want in a product.

  • Determine the level of satisfaction with existing products and services.

  • Assess purchasing behavior and buying requirements.

Channel Strategies

  • Identify the most appropriate channel segments for specific products.

  • Develop a cohesive channel strategy that can be easily communicated to channel partners.

  • Interview channel partners regarding channel program effectiveness.


  • Technology white papers
  • Industry reports
  • Case studies
Mission Statement

Kaplan & Associates' goal is to help companies extricate themselves from the marketing quicksand that stifles innovative thinking.

Kaplan & Associates assists clients in distinguishing themselves from their competition. We support companies in determining what they can achieve and what they should avoid.


Kaplan & Associates, located in California's Silicon Valley, was established in 1993.

Marcia Kaplan, the firm's principal, has over 18 years of market research and project management experience in the U.S. and abroad.

She is also an experienced writer who has been published in the business and trade press.

Other Services

We also engage in the following types of research activities:

  • Satisfaction Studies
  • Secondary Research
  • Segmentation
  • Forecasting & Trend Research
  • Strategic-Planning
  • Mail-Surveys

We don't do massive studies. Rather, we specialize in small-scale qualitative studies.

Facility Photos



Client list is confidential

Job Opportunities

None listed


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