Market research case studies
Our market research projects are varied and cover a full range of qualitative and quantitative research techniques.
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.
Customer satisfaction
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
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.
Multimedia advertising effectiveness
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?
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
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?