Client understanding is the key to success in any industry. It’s consumers that are the source of real sales growth. But the construction of an effective sales and marketing approach requires knowledge and experience. We don’t just know how to enter the world of the consumer and identify their needs and preferences. We can also analyse the data, which enables us to look from his or her point of view, and in turn – to support virtually every part of a company’s business operations. It is of equal importance to research the consumer, and to be able to translate this knowledge into concrete business recommendations.
Nothing about researching the B2C market is new to us. More than 20 years of experience in research and consulting gave us unrivalled knowledge and the ability to use any method or technique in our consumer studies.
We study and analyse the desires, needs, habits, preferences and behaviour of end consumer. Such a clear client understanding provides a sound basis for recommendations on how companies can improve their product portfolio, pricing strategy, purchasing process, customer service, and sales and marketing communications.
We’ve been specialising in B2B research for many years now. We’ve familiar with many business models in the B2B market. We have successfully completed hundreds of projects in this area.
We study market players’ activities, opinions, preferences and their decision-making mechanisms. We identify and we acquire respondents from various companies – small businesses, regional organisations and global corporations. We’re able to reach even the most specialised clients and decision makers, such as doctors, couriers or farmers. We can also study employee satisfaction.
Client understanding requires answering many questions
During the course of our research and consulting projects we find answers to many different questions about customers, consumers and policy-makers in the purchasing process. Here are just a few of them:
- Who are my consumers? And who are the consumers of my competition?
- What do my consumers want and need?
- What consumer needs are not met by my product? Which needs are not met by the competitive products?
- What kind of buying behaviours do my customers’ exhibit?
- In the case of my product, is the consumer and the decision-maker the same person?
- Which consumer segment is the most appealing for my company?
- How do I position my product in a particular consumer segment?
- What kind of language should I use to speak to my consumers?
Marketing research is the key to success
Getting to know the consumer is a process that takes place on many plains, and every one of them can benefit from research. The main areas in which we conduct our marketing research are:
- Consumer behaviour – We observe and analyse it, so we can indicate what factors are relevant for our clients. We go deeper by combining different techniques and innovative research solutions.
- Desires, needs and preferences of consumers – We identify, measure and subject them to advanced statistical analysis, so we can to go beyond simple declarations of respondents and get to the bottom of their market choices.
- Consumer satisfaction and loyalty – we measure and monitor these two parameters so our client can refine their products, streamline sales and marketing processes, and react to changes quickly.
- Shopper Journey and User Experience – We observe the entire path of the consumer and the whole range of their experience with a product or service, in order to diagnose the key factors in their purchasing choice.
- Segmentation – Targeting – Positioning (STP) – We use the classic three-step approach to getting products to market. We segment (divide consumers into groups with different needs), target (choose the most attractive segments), and position (locate the offer in a selected segment and differentiate it from that of the competition).
A multitude of research instruments that increase effectiveness
Our recipe for a real and deep client understanding is a good combination of methods and techniques. Qualitative and quantitative research, studies based on statements and facts, primary and desk research – we know how to juggle them all to achieve the business goal.
A project aimed at getting a better understanding of consumers can include the following elements:
- Qualitative studies involving both traditional research techniques (FGI – focus groups, IDI – in-depth interviews), as well as other techniques based on observation and ethnographic elements.
- Quantitative studies, both online and offline, ad-hoc and longitudinal (e.g. monitoring customer satisfaction).
- Market segmentation, e.g. quantitative segmentation of clients combined with a qualitative approach to understanding of selected segments.
- Customer experience study performed using various methods: surveys, qualitative research (e.g. assisted shopping), observation or eye tracking.
- Data mining based on information already collected by the client, e.g. sales data, data from loyalty programmes.