Market research case studies
Our market research projects are varied and cover a full range of qualitative and quantitative research techniques, but often with advanced research designs to give the maximum insight about the market, often leading to financial market models.
This section contains a selection of case studies. Rather than reveal the clients, some of whom would be happy for us to say who they are and others who would prefer confidentiality, we have decided not to reveal any names.
A variety of surveys tracking brand performance and assessing the impact of different promotions. The surveys were carried out online with a pre- and post-measure. The effect was to show that the advertising had been effective in raising brand awareness and consideration, whilst also showing the stability and replicability of the online research method. As a result the brand was able to demonstrate a 20 point uplift in awareness.
Student fees research
Working for a major university we carried out a study of students and potential students looking at their willingness to pay for different levels of tuition feed. We were able to show the relevant price elasticities and give some indication of the expectation of the drop in student numbers that would result when fees were introduced.
A major international B2B research using our in-house survey software for web-assisted telephone interviews where each respondent could log on to the survey while talking with the interviewer and see personalised product and service options in their own language. The aim was to understand the impact of price and service changes and gave the client a clear picture about the revenue and margin optimum for their services.
Pan-Europe product design
A major industrial products company ran a nine-country European study into product and feature values across their markets enabling them to identify their brand equity and key value points. This survey used our in-house custom conjoint analysis pioneering a number of extensions to choice-based conjoint.
US and European medical markets
A supplier of high end equipment for use by surgeons wanting to know what are the key features and how to price the product against competitors. From the results they were able to build a value map for their product range and look to optimise pricing within the category.
How do newspaper buyers value newspapers? In declining markets how should you optimise the product offer? A face-to-face conjoint project (online wasn't appropriate) to test product configurations and preferences.
Entering new financial markets
What are the channels and routes to market for a range of new financial products and what are the key defining features that need to be considered in creating those products. Research to understand core drivers, market size and market structure to understand potential for return and likely cost impacts for new market entry.
Retails offer a range of add-on services. How should those add-on services be priced. How should the service be delivered and monitored. A combination postal and telephone conjoint study showing price sensitivity and feature requirements from customers.
In B2B markets, business relationships are key, but how many people actually go through a formal process of reviewing their relationship with their supplier. Using our Quality of Service Review, we provided the tools so that this leading component supplier could talk and and quantify their quality of their relationships.
Customer satisfaction for energy supplier
For many service-based industries, satisfied customers are those that receive the service, but don't notice. Measuring satisfaction with something you only notice if it goes wrong can be a challenge because of the lack of perception about the service received. Our innovative customer satifaction methodology allows respondents to focus more on the areas they want improved without burdening them on the areas that are working just fine.
Feature value in FMCG markets
Early in the development process, placing and prioritising new features for new products is always a challenge. If you ask consumers directly what's important everything is. Using hierarchy of needs research we were able to take a list of around 50 items and identify not just what elements were valued, and by how much, but also identify different segments with specific needs.
Product design via internet research
This leading motor services company wanted information on a newly proposed service for it's customers. Using an internet panel for recruitment and on-line conjoint analysis we were able to show what the key elements of the service would be and how service design would affect take-up.
Selling ROI to marketing directors
This leading consultancy wanted to know how important ROI was to leading UK marketers. Using one-on-one depth interviews with directors of major companies we were able to pin-point the the market for marketing effectiveness tools and consultancy.
Advertising effectiveness across multiple media
When you are running advertising campaigns across different media, what is the individual effect of each element and how do they combine to increase reach and advertising effectiveness. We were able to address this with a cleverly designed survey sample and so isolate the elements statisically showing the value of individual elements alone and elements in combination.
How much will your customers pay - not-for-profit?
Price is always a sensitive subject, but more so where the customer is budget strapped, yet your service is a vital lifeline to them. We carried out a detailed pricing study looking at what customers would pay, producing a financial model that was able to estimate profits in addition to revenue to make those vital business plan decisions.
Value-research for a retail chain
So which is worth more to a customer 3 for 2 or 33% off? And does it matter what you are buying? Using an innovative combination of conjoint analysis and trade-off grids we were able to show that customers prefer different promotions for different items and to show how valuable the type and depth of promotions was to perceptions of value and the impact of the brand on value perceptions. Such a lot from such a short questionnaire.
Brand extension in FMCG
If you have one of the oldest brands in the country, sometimes this can be as restrictive as it can be profitable, because no-one wants you to mess around with it. Using focus groups, the question was where could we take the brand to next?
IT supply chains
When you're using a channel and margins are getting squeezed and direct competitors are encroaching on your business, you need to know what the channel values to keep them on your side. Using qualitative depths followed by conjoint analysis the question to be answered was just how important is your cut to you and would you let us have more of it for extra services?