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Development of Inkjet Printer Market
To establish the attitudes of SMB organisations in Europe to inkjet printers.
Business Challenge
To develop a strategy to grow the inkjet market in Europe without adversely affecting the colour laser jet markets.
Solution
CATI survey with printer decision makers in UK, France, Germany, Italy and Spain using a 20 minute questionnaire.
Results
Established the key benefits of inkjet compared to laser enabling differentiated marketing strategies to be developed.
Healthcare Database
Understand attitudes of NHS Physicians to an online disease information tool.
Business Challenge
A new online information tool is to be introduced to the UK from the US against free competition. A strategy requires to be developed to penetrate and develop the NHS sector.
Solution
20 in depth discussions took place with consultant physicians after a 1 week trial with the database.
Results
The findings enabled the client to identify the attitudes and opinions of physicians to its solution, establish key benefits. Selling proposition and develop an effective market entry strategy.
Healthcare Manufacturer
Development of new drug delivery solutions.
Business Challenge
Changes in the drug delivery market led to uncertainty concerning the use of pMDIs as a drug delivery system for inhalation products. The development priorities for new pMDI hardware technologies were required from both pharmaceutical manufacturers and clinics.
Solution
50 qualitative telephone depth interviews each taking 1 hour, took place with consultants, developers and licence staff in pharmaceutical organisations, hospitals and patient groups throughout Europe and the US .
Results
The findings enabled the client to establish the future development path for inhalation drug delivery solutions.
FMCG
Investigation into the use of print on sweets as a promotional vehicle.
Business Challenge
The client is a leading manufacturer of food products including a range of branded sweets. A new technology meant that it was possible to apply print to its sweets and it was considered this could be used as a vehicle for company promotions.
Solution
Telephone interviews tool place with commercial and marketing individuals in the key sectors likely to have an interest in the proposition from give-aways such as in hotels through to merchandising and event based such as exhibitions.
Results
The proposition was well received but propensity to consider was low due to competitive solutions that are readily available at significantly lower costs. The client decided not to proceed.
Automation Controls
Value add opportunities in the global process industries.
Business Challenge
The client required understanding the market needs for various value added services to improve the performance of production assets in the process industries, together with the anticipated market sizes and growth.
Solution
Telephone interviews tool place with Plant Managers and VPs of Operations in process industries in the US, Canada, UK, Germany, France, Italy, Scandinavia, China, Korea, Singapore, Malaysia and Australia.
Results
The survey identified the key areas of growth as well as providing the parameters necessary for the product development and marketing strategies - main competitive offerings and market position, key market drivers, decision process and DMs, budget requirements, partner strategies.
Professional Institution
Viability of new services for members.
Business Challenge
The client has been in existence for over a century and is one of the most respected professional associations with a strong and loyal membership. A range of services is provided for the professional and personal development of its members. The client wished to establish the attitudes to its services, determine whether they were appropriate and test opinions towards proposed initiatives.
Solution
Telephone interviews took place with a number of different segments of member throughout the UK, Australia, Hong Kong, Singapore and Malaysia.
Results
The findings provided a clear direction on the services that require to be developed, those that require to be dropped and the segments of member sand countries with the greatest potential. Clear decisions were made on the viability of the propositions being tested. Although profit is not a primary goal of the institute, a number of opportunities providing healthy ROIs were identified.
Colour Laser Printer Manufacturer
The product represented a new entry to the competitive European colour laser market.
Business Challenge
Client wished to establish the attitudes of both resellers and business users towards the new printer, to identify a competitive market entry strategy.
Solution
Web assisted telephone interviews were completed with 150 business users (<200 employees) and 250 resellers in the UK. In addition 10 depth interviews (lasting 1 hour) took place with larger resellers.
Results
Feedback enabled the product USPs to be identified so that marketing programmes could be developed for both the resellers and users. The requirements to gain reseller adoption and commitment were also identified enabling a new reseller strategy to be established.
LCD Monitor Vendor
Attitudes and opinions of resellers and SMB organisations.
Business Challenge
The product was a new introduction to an impressive line up of monitors. Client wished to establish the attitudes of both resellers and business users towards the monitors in order to establish a competitive market development strategy.
Solution
5 Focus groups took place in the UK with resellers, reseller sales representatives and SMB organisations.
Results
Feedback enabled the product USPs and weaknesses to be identified so that marketing programmes could be developed for both the resellers and users. The requirements to gain reseller adoption and commitment were also identified, so laying the foundation for a new reseller strategy.
Mobile Phone Manufacturer
Attitudes and opinions of retailers and mobile phone user/choosers.
Business Challenge
To establish trade and customer attitude and opinions to a mobile phone launched 6 months earlier and to use the information as a basis for future marketing and product strategy developments.
Solution
Two-stage approach comprising 200 face-to-face interviews with mobile phone users and 3 focus groups with consumers, retailers and retail sales executives. The interviews were followed by a multivariate analysis stage for Conjoint analysis and Segmentation analysis.
Results
Feedback enabled the product strengths and weaknesses to be identified as well as comparisons against competitor products. Priorities were also identified for feature / price comparisons so prioritising future feature and design developments. In addition the requirements for a successful market introduction were identified both with consumers and with the trade.
Finance - Corporate Governance
Developments in corporate governance.
Business Challenge
Investigate developments in corporate governance and how it affects publicly listed companies. Determine processes for compliance.
Solution
100 CATI interviews with senior financial decision makers in publicly quoted companies in the UK, France and Germany.
Results
Provided a framework to develop a governance service.
Healthcare Vendor
Test opinions of a software diagnostic tool amongst European healthcare practitioners.
Business Challenge
Test opinions to a US developed database to help healthcare practitioners diagnose patient problems and identify appropriate evidence based remedies. The challenges were that the software was based on US protocols and required a fee based licence in a European market where much information is free.
Solution
CATI survey comprising 200 interviews of 20 minutes each with physicians, hospital senior management and chief pharmacists in France and Germany.
Results
Findings defined the product development, pricing and marketing communications strategies to enter and penetrate the French and German markets.
Telecoms Service Provider
Determine the attributes provided by ICT organisations that are most valued by customers.
Business Challenge
Client wished to understand the attributes of the \'ideal Information and Communications Technology solutions partner\' amongst its customers.
This would enable decisions to be made on the most appropriate attributes to guide service levels, market position and products/services.
Solution
A qualitative programme based On 13 mini focus groups with decision makers, influencers and users of ICT amongst the largest UK customers. All mini groups took place at customer premises and the client was present at each group. Audio recordings and transcripts were provided in addition to the final report and workshop.
Results
Attributes were developed in to a model comprising 5 categories. The findings
- Helped focus ongoing improvements to Operational support
- Established the differing priorities of Decision makers, Influencers and Users, which enabled appropriate communications to be developed for these groups
- Enabled the client to understand and develop a competitive positioning, based on what customers find valuable.
Motor Insurance
Establish the brand positioning in the insurance sector.
Business Challenge
To understand the brand positioning and attitudes and opinions of insurance companies and brokers to the service proposition.
Solution
3 F2F and 27 telephone depth interviews took place with insurance companies and brokers. All interviews were at MD/Claims Management levels and took 50 minutes to complete.
Results
The results were used to establish a brand policy for several sub brands, position the company in the market and focus on the stable brand attributes required by its target markets.
Telecommunications vendor
Entry to the Information Security Sector.
Business Challenge
Client had acquired an Information Security Consultancy and needed to establish how to integrate the company into its organisation, the branding to use and how to develop the business by understanding the requirements from suppliers of information security and business continuity services.
Solution
Telephone interviews took place with ICT decision makers for information security and risk management in a number of sectors with high security concerns; (central government, police and justice, NHS, insurance and banking, retail, air and rail travel and Telcos/ISPs/ASPs).
Results
A clear branding strategy was recommended and implemented, enabling the client to capitalise on the reputation gained by the Consulting firm whilst building on the Enterprise credibility of its corporate brand. Strategies were established, based on a detailed understanding of the market requirements, which have enabled a rapid presence to be established in the Security market.
Stock Market
Attitude and opinion of organisations that raised funds through AIM.
Business Challenge
Identify the experiences of those who have listings with AIM to establish whether they were prepared for the process, to determine possible weaknesses in the process to secure an IAM listing and evaluate the resources deployed for the listings.
Solution
200 telephone interviews each lasting 15 minutes with FDs/CEOs of organisations who had recently secured a listing with AIM.
Results
The findings are used annually to enable the client to position themselves as knowledge experts regarding AIM.
Professional Institution - Education
Establish the motivators for parents to use single sex private education.
Business Challenge
Determine what influences parents to choose / reject single sex education for their daughters. Also to identify what say the girls have in school choices.
Solution
6 focus groups were run throughout England with parents whose children attend private schools, parents whose daughters attend single sex schools, parents who were considering private education in single sex schools for their daughters and with girls who attend single sex private education.
Results
The benefits of single sex education for girls was clearly explored at both emotional and rational levels enabling recruitment strategies to be developed and marketing communications material developed.
Software
Investigate attitudes to an impending global recession and plans for ICT budgets and data storage.
Business Challenge
Business partners provide a potential source of funds that could be developed and this required to be tested. Establish packages that appeal to business partners together with package contents, propensity to consider, barriers to consideration and price positioning. Identify the appeal of the institution and the proposed packages to non business partners.
Solution
100 telephone interviews using a 10 minute questionnaire with IT managers and directors in medium to large organisations.
Results
The findings were used as part of PR program to position the client as an expert in data storage.
Retail
Drivers for retail impulse purchases.
Business Challenge
Provide information to identify the factors that influence impulse versus planned purchases.
Solution
Streets intercept interviews of 7 minutes each with 200 consumers in the UK who shop at supermarkets/superstores.
Results
Insight to consumer purchase behaviour identified the variables that licensees can manipulate to influence consumer purchase actions.
Mobile Phone Vendor
Positioning strategies of the European network providers.
Business Challenge
Understand the handset positioning strategies of the major European operators and establish how European consumers feel and think about the main mobile operators.
Solution
6 focus groups followed by 600 on line interviews in the UK, France and Germany with mobile phone consumers who use advanced phone features.
Results
Established the phone strategies of the major network providers as well as identified consumer attitudes to phone types and network providers. The findings formed a basis for the design parameters for a next generation of mobile phones targeted at particular European Network Providers.
Pharmaceutical
Understand the prescribing characteristics of dermatologists
Objective
Segment dermatologists and identify the key target segments for future promotion.
Business Challenge
The growth of sales in the plaque psoriasis market for biologicals had not lived up to expectations. More effective targeting of dermatologists was required which would lead to them being higher biological prescribers in the future.
Solution
A qualitative phase of 100 interviews in UK, France, Germany, Italy and Spain followed by 200 quantitative online interviews lasting 30 minutes with dermatologists.
Results
Subsequent segmentation analysis and discussion allowed the market segments to be identified. A classification tool was then provided so KAMs, could identify the type of physician falling into each segment.
Pharmaceutical
Differentiate a mature chemotherapy agent used to treat breast, lung & prostate cancer from new competitive products in the three tumour types.
Business Challenge
Compare & benchmark healthcare professionals’ perception of the chemotherapy agent with its key competitors per cancer market to establish its key differentiating attributes.
Solution
100 specialist oncologists, registrar & consultant grades were recruited for semi-qualitative telephone interviews in the UK & US over a 6 week period.
Results
Findings were used to establish a revised market position and global
marketing communications strategy.
Pharmaceutical Organisation
Provide an outsource Global Market Research Manager on contract.
Business Challenge
Provide an experienced market research director with international, medical, primary research experience within 2 weeks.
Solution
The extensive 2Europe health care network was used to develop a shortlist of suitable candidates within a 1-week timescale. Candidates were evaluated over a second week prior to submission to the client who made the final choice.
Results
An initial 4.5 month contract was completed and which was subsequently extended to 1.5 years with 2Europe providing administrative and IT support throughout.
Specialist International Printer
Label solution for medicine bottles.
Business Challenge
To examine whether consumers read and retain the product information on medicine bottles and examine how to influence readership and retention.
Solution
Medicine blister packs and bottles were used as stimulus material. 400 face-to-face interviews then took place with consumers using a questionnaire that took less than 10 minutes to complete.
Results
The information provided the information framework to introduce a more effective bottle labeling solution to replace blister packs that were found to crate problems regarding information retention.
IT Vendor
Understand problems associated with contractual relationships with business partners.
Business Challenge
To understand the problems caused by contractual self-reporting relationships with suppliers and customers where an element of trust is required.
Solution
155 telephone interviews each taking 20 minutes, took place with Contract Managers and Finance Directors in technology organisations throughout Europe, US, Canada, Japan, Singapore, Korea and Australia.
Results
The findings enabled the client to develop strategies to combat the problems caused by the elements of trust in self-reporting contractual relationships.
FMCG Consultancy Group
Viability of a new out of town shopping centre.
Business Challenge
The client had just obtained planning permission for a new out of town shopping centre in the SE. Company needed to identify the market and shopping profile of likely customers; who were defined as being resident within a 30-mile radius. The information would be used to attract the type of shops and brands shoppers were likely to require. The likelihood of usage compared to other shopping centres in the catchments were also required, together with the identification of the initiatives to maximize the shopping experience and traffic to the new site.
Solution
A multistage approach was adopted starting with 1,000 face to face street interviews with consumers in the catchments. As specific topics or issues emerged these were examined in later qualitative stages, mainly focus groups, so the client could observe feedback and gain the required insight first hand. For this project the interpretative expertise was from the consultancy group while the research team focused on the research design, data collection and reporting of the findings.
Results
The client has identified the shops and leading brands required, factors of importance to potential shoppers and initiatives to ensure the offering from the total shopping experience would exceed that of the competitive shopping centres. The resulting business plan was accepted.
IT Vendor
Identification of the global IT infrastructure and needs of the automotive sector.
Business Challenge
The client had introduced a new IT solution and required to establish the needs it would resolve and the demand from the automotive sector.
Solution
The focus was the top 8 automotive manufacturers. The ICT decision-making centres were identified in the Americas, Europe and Asia and Executive telephone depth discussion took place with those responsible for global communications policy. A profile was developed of the communications needs and current network infrastructures of the top 8 automotive organisations including mobile, data and voice requirements, problems and attitudes toward the client proposition.
Results
The level of detail has enabled the propositions to be developed to meet the differing needs of each manufacturer; the decision-making structures have enabled communications strategies to be developed to enable the client to introduce the propositions.
Telecoms Service Provider
Identification of the global network requirements of the leading Nordic Companies.
Business Challenge
The client provides bandwidth throughout Europe as well as products and services to upgrade and maintain company network solutions. Background information was required on the leading Nordic organisations to identify the current network infrastructure, competitive environment, purchasing policies and decision makers.
Solution
A number of telephone discussions took place with middle management ICT personnel to identify the network issues, key gatekeepers and decision makers for every area of the ICT networks.
Results
The database information was developed to enable sales and communications strategies to be established.
Headphone Microphone Vendor
Development of the East European Market.
Business Challenge
The client had a strong presence throughout Western Europe and wished to develope a significant market share in Eastern Europe.
Solution
Secondary research was completed to identify the competitive arena and applications for the technologies in Eastern Europe. A telephone survey was then competed with the target market and the potential sales channels.
Results
The information necessary for the business plan was developed together with a regional market entry strategy. This was based on a clear understanding of the market and sales potential, routes to market, requirements to develop viable sale channels and their commercial requirements and a clear understanding of the target market and how best to communicate with and sell to them.
Network Security
Evaluation of the identity authentication market.
Business Challenge
To understand the attitudes and state of development of key market sectors towards identify authentication and the use of biometrics for network access.
Solution
Executive interviews with 3 industry experts to establish an overview and general trends in the market. Followed by 25 telephone depth interviews taking 35 minutes each with those responsible for network security in oil & gas, healthcare, law enforcement, aerospace and finance.
Results
The information formed the basis for the development strategy for fingerprint biometric solutions for network security.
Energy Efficiency
Development of UK energy efficiency and alternative energy sector.
Business Challenge
To establish the consumer demand for products which improve energy efficiency in the home and / or provide alternative sources of energy.
To identify the energy efficiency and alternative energy product areas of greatest interest and potential together with measures of propensity to consider and barriers to adoption.Solution
500 online interviews each taking 25 minutes took place with home owners.
Results
The findings enabled the client to identify the opportunities in the energy market, select the product areas to champion and determine market development and product development strategies.
Assurance Society
Profile of the UK Legal Sector.
Business Challenge
To establish the profiles of those who work in the legal profession.
Solution
200 telephone interviews each taking 10 minutes took place with partners, associate solicitors and trainee solicitors throughout England.
Results
The findings identified the demographics, interests, attitudes and opinions of solicitors in the UK, enabling the client to tailor its products and marketing communications to meet the needs of the legal profession.
Advertising Agency
European brand profiles.
Business Challenge
To better represent its client, the agency required to understand the market perceptions of the brand profile of its client compared to all other leading manufacturers.
Solution
Telephone interviews took place with consumers in both the UK and Spain.
Results
The client brand profile and in particular the differences between the market perception and the client stated image was identified as well as the differences in the perception of image between the UK and Spain. The feedback provided the necessary information enable the agency to design an effective communications campaign to change consumer perceptions and brand positioning.
Directory Service
ROI for directory users.
Business Challenge
Develop parameters to enable advertisers in the printed directories to establish the return on investment.
Solution
4,250 interviews by CATI in two stages investigating the effectiveness of 55 directory headings. Interviews took 5 minutes to complete with advertisers across the UK.
Results
The return on investment findings were provided for a number of categories and are used to inform potential advertisers and reinforce the effectiveness of the service with existing advertisers.
Information Technology
Service-oriented architecture.
Business Challenge
Establish the awareness and adoption of service-oriented architecture as well as identify organisation with problems who are unaware of the benefits of SOA.
Solution
120 interviews of 20 minutes each were completed by CATI with CIOs in UK, US, France, Germany and Scandinavia.
Results
Identified applications that can be built by combining loosely coupled and interoperable services as well as perceived benefits of SOA and barriers to consideration.
Airport Authority
The marketing focus was to build a unique and meaningful voice for the West Midlands Region from tourism and business to government and media at leading European airports.
Business Challenge
Establish the attitudes and opinions of frequent managerial flyers to business travel and European airports.
Test a proposed concept that could be introduced at airports based on use of a laptop /mobile phone booth providing convenience for travelers and a promotional vehicle for the client.Solution
3 focus groups in the UK, France and Germany with senior business people who are ‘directors’ or head up a team in excess of 8 people or are self employed consultants.
Results
The concept did not fulfil the client objectives and was of limited interest to travelers. The concept was not developed and the study identified other motivators of greater interest to travelers.
Asian Electronics Manufacturer
Maintaining global standards for etiquette when dealing with customers.
Business Challenge
The Korean HQ set universal standards to enable its personnel to provide a common message and approach to customers so enabling a consistent image to be developed. The company required establishing if its policies on customer interaction were being followed.
Solution
An index monitoring solution was introduced to measure the response of all subsidiary offices worldwide based on responses to a number of customer enquiries. This programme was based on telephone interviews to switchboards and two function heads for each subsidiary.
Results
Performance benchmarks have enabled consistent standards of staff performance to be established worldwide. Country Managers are now rewarded based on standards of customer etiquette achieved.
Mobile Phone Vendor
Improving staff development and motivation.
Business Challenge
The European operation was well established however, inconsistencies were apparent in staff motivation and performance between countries. A programme was required to establish staff attitudes to their employment, identify potential issues and the requirements to develop an environment of motivated personnel.
Solution
Following initial discussions with HR personnel, measures were established to determine staff attitudes, performance, and motivation throughout all hierarchical levels. A postal questionnaire was used which was translated into all languages, distributed to General Managers and relayed to staff through Department Heads. A cooperative culture existed which facilitated virtually a full response.
Results
Key issues were identified concerning the employment of certain categories of staff, which was creating increasing problems for the company. The survey identified the problem and the means of resolution. Performance targets have now been introduced to both develop staff and drive motivation with management reward programmes introduced for both staff performance and motivation levels.
Car Rental
Establish employee focus groups throughout Europe to reinforce company values and image.
Business Challenge
To understand the attitudes of employees to their employer, its image and its competitive position.
Solution
A series of focus groups were established with employees at client subsidiary offices in France, Germany, Italy and Spain.
Results
The focus groups helped establish the requirements for employees in the global rental company to embrace the company values and develop the work ethic to meet the deliverables required.
Healthcare Recruitment Consultancy
Evaluation of the recruitment requirements of the pharmaceutical industry.
Business Challenge
The client required understanding the clinical staff needs of pharmaceutical employers as well as attitudes towards recruitment agencies.
Solution
Telephone interviews took place with 69 HR managers/directors in the pharmaceutical organisations.
Results
The survey identified the requirements to establish an effective strategy to penetrate the clinical staff recruitment market in the UK.
Professional Institution - Engineering and Technology
Analyse the potential industry skills shortages for engineers.
Business Challenge
Identify the recruitment needs in industry for professional engineers, IT staff and technicians and determine shortfalls in requirements and possible solutions.
Solution
400 interviews were completed by CATI with 200 business partners and 200 non business partners. Respondents were those most interested in engineer recruitment an development.
Results
The findings were used as part of an industry report designed to inform industry and both inform and lobby government.
Recruitment Consultancy
Introduction of metrics to judge company performance.
Business Challenge
To establish an objective measure of customer satisfaction. To evaluate the findings to guide allocation of resources to maximise customer satisfaction.
Solution
Three stage programme. Internal audit with key decision makers. A qualitative stage with four different customer groups based on focus groups, face-to-face executive depth interviews and telephone depth interviews. Followed by a quantitative stage of 300 telephone interviews.
Results
The findings established a basis of measurement to judge customer satisfaction, provided a basis to evaluate customer loyalty, provided metrics for the company balanced scorecard and provided a basis for a director bonus scheme.
Professional Institution
Introduction of metrics to judge the efficiency of the association.
Business Challenge
To establish an objective measure of customer satisfaction. To evaluate the findings to guide allocation of resources to maximise member satisfaction.
Solution
Three stage programme. Internal audit with key decision makers. A qualitative stage with four different customer groups based on focus groups, face-to-face executive depth interviews and telephone depth interviews. Followed by a quantitative stage of 300 telephone interviews.
Results
The findings established a basis of measurement to judge customer satisfaction, provided a basis to evaluate member loyalty, provided metrics for the company balanced scorecard and provided a basis for a director bonus scheme.
Professional Institution
Exit survey of lapsed members.
Business Challenge
Establish reasons for leaving he register, establish propensity to return and enable the institution to develop strategies to reduce the numbers leaving the register.
Solution
CATI survey to 500 organisations that left the client register with each interview taking approximately 5 minutes.
Results
Survey identified that 1 in 5 of lapsed members can be re recruited and so the survey has been established as an annual event.
High Street Retailer
Understand how and why consumers select and buy from particular shops.
Business Challenge
Consumers can purchase music CDs and film DVDs from a variety of sources including internet downloads. The long term purchasing intentions of consumers for CDS and DVDs was required to enable a well known high street retailer to develop its market position and long term strategy.
Solution
Street intercept interviews of 10 minutes each took place with 450 respondents in Manchester, Birmingham and Brighton.
Results
The findings enabled the client to identify the attitudes and opinions of consumers to its shops so that market positions and communication strategies could be developed and long-term investment plans established.
Bath and Spa Products
Understand the unit sales of bathroom and spa products across Europe.
Business Challenge
Evaluate the competitive market for bathroom and spa products across Europe together with sales projections over the next 2 to 5 years.
Solution
360 CATI interviews each lasting over 30 minutes in duration with those responsible for the selection of bathroom and spa products in wholesalers, distributors, and dealers of hot tubs/shower products in Germany, France, Spain/Portugal, Italy, Russia and Scandinavia.
Results
The information enabled the client to establish a market entry strategy for Europe.
Engineering Skills Shortages
Analyse the potential industry skills shortages for engineers.
Business Challenge
Identify the recruitment needs in industry for professional engineers, IT staff and technicians and determine shortfalls in requirements and possible solutions.
Solution
400 interviews were completed by CATI with 200 business partners and 200 non business partners. Respondents were those most interested in engineer recruitment an development.
Results
The findings were used as part of an industry report designed to inform industry and both inform and lobby government.
Private Education Motivators
Establish the motivators for parents to use single sex private education.
Business Challenge
Determine what influences parents to choose / reject single sex education for their daughters. Also to identify what say the girls have in school choices.
Solution
6 focus groups were run throughout England with parents whose children attend private schools, parents whose daughters attend single sex schools, parents who were considering private education in single sex schools for their daughters and with girls who attend single sex private education.
Results
The benefits of single sex education for girls was clearly explored at both emotional and rational levels enabling recruitment strategies to be developed and marketing communications material developed.
Park Development for Local Authority
Development of a park landscape and facilities.
Business Challenge
A classic Victorian park was designed and laid out in the mid to late 19th century with limited change to the present day. The Park has suffered from decades of civic neglect. In order to restore the park, guidance was required on where best to apply the scarce resources of the council.
Solution
1,500 face to face interviews took place with both visitors to the park and residents within the park catchments. The interviews took 10 minutes each and were completed over a 6 month period.
Results
The findings provided a framework for the council to apply for lottery finding to start development in a manner that is appropriate for the 21st century.
Publication Readership Profiles
Establish the readership profile of its publications.
Business Challenge
The association had several leading publications and required to identify the profile of its readership in order to attract advertising revenues.
Solution
A readership list was compiled and 4,000 questionnaires dispatched by post.
Results
The information clearly demonstrated the clients leading position against competing publications enabling it to attract significant advertising.
Development of Farm Information Solution
Use of farmland data.
Business Challenge
The organisation regularly collected data on every farm and farmland sale in the UK . Analysis was required to apply the data.
Solution
Investigation of the database comprising 10 years of data together with numerous reports. Multivariate techniques were suggested to develop the data into meaningful and useful information.
Results
New reports and publications are provided for the farm community in the UK based on new analysis techniques which providing useful and insightful information. The publications raise the image profile of the client.
Membership Service Development
Viability of new services for engineering and technology members.
Business Challenge
The client has been in existence for over a century and is one of the most respected professional associations with a strong and loyal membership. A range of services is provided for the professional and personal development of its members. The client wished to establish the attitudes to its services, determine whether they were appropriate and test opinions towards proposed initiatives.
Solution
Telephone interviews took place with a number of different segments of member throughout the UK, Australia, Hong Kong, Singapore and Malaysia.
Results
The findings provided a clear direction on the services that require to be developed, those that require to be dropped and the segments of member sand countries with the greatest potential. Clear decisions were made on the viability of the propositions being tested. Although profit is not a primary goal of the institute, a number of opportunities providing healthy ROIs were identified.
Evaluation of Professional Publication
Attitudes towards a membership publication for a financial institution.
Business Challenge
Determine attitudes towards a publication prior to phasing out plus attitudes towards networking as a means of communication.
Solution
On line survey to members.
Results
The publication was phased out and new initiatives introduced to capitalise on the beneficial aspects of the publication.
Professional Institution
Naming exercise for a financial institution.
Business Challenge
Establish a name for a new online learning service.
Solution
110 telephone interviews each taking 5 minutes took place with accountants who are members of the institution in the UK, Malaysia and South Africa
Results
The findings established a naming convention that was acceptable globally.
Test and Price Position New Service Propositions
Investigate the requirements for a new range of proposed services for business partners and determine fee levels.
Business Challenge
Business partners provide a potential source of funds that could be developed and this required to be tested. Establish packages that appeal to business partners together with package contents, propensity to consider, barriers to consideration and price positioning. Identify the appeal of the institution and the proposed packages to non business partners.
Solution
30 qualitative depth telephone interviews with business partners followed by 220 online interviews of 20 minutes duration with business partners plus 200 CATI interview with non business partners.
Results
From a vast range of possible services a range of packages were identified that appealed to different business partner types and different functions within business partners. The packages formed the basis of a new range of partner services together with the marketing strategy initiatives to introduce them to the market.
Corporate Satisfaction
Introduction of metrics to judge company performance.
Business Challenge
To establish an objective measure of customer satisfaction. To evaluate the findings to guide allocation of resources to maximise customer satisfaction.
Solution
Three stage programme. Internal audit with key decision makers. A qualitative stage with four different customer groups based on focus groups, face-to-face executive depth interviews and telephone depth interviews. Followed by a quantitative stage of 300 telephone interviews.
Results
The findings established a basis of measurement to judge customer satisfaction, provided a basis to evaluate customer loyalty, provided metrics for the company balanced scorecard and provided a basis for a director bonus scheme.
Customer Satisfaction
Introduction of metrics to judge the efficiency of the association.
Business Challenge
To establish an objective measure of customer satisfaction. To evaluate the findings to guide allocation of resources to maximise member satisfaction.
Solution
Three stage programme. Internal audit with key decision makers. A qualitative stage with four different customer groups based on focus groups, face-to-face executive depth interviews and telephone depth interviews. Followed by a quantitative stage of 300 telephone interviews.
Results
The findings established a basis of measurement to judge customer satisfaction, provided a basis to evaluate member loyalty, provided metrics for the company balanced scorecard and provided a basis for a director bonus scheme.
Exit Survey
Exit survey of lapsed members.
Business Challenge
Establish reasons for leaving the register, establish propensity to return and enable the institution to develop strategies to reduce the numbers leaving the register.
Solution
CATI survey to 500 organisations that left the client register with each interview taking approximately 5 minutes.
Results
Survey identified that 1 in 5 of lapsed members can be re recruited and so the survey has been established as an annual event.
Member Satisfaction
Establish a customer satisfaction programme amongst the global membership.
Business Challenge
The primary objective of the project was to establish a programme of objective measurement amongst members, to establish independent measures of customer satisfaction. The findings also guided allocation of resources to maximise member satisfaction, established a basis of segmentation geared to satisfaction and loyalty and identified the characteristics of non members who are likely to be interested in the institution.
Solution
Two CATI surveys comprising 800 global interviews with members and a further 300 UK interviews with non members. Correlation and Correspondence analysis was employed.
Results
Areas of strengths and weaknesses were identified for each area of the business and action programs identified to remedy weaknesses.
Reputation Index
Establish a reputation index for the association.
Business Challenge
To establish a consumer reputation index for the association based on consumer understanding, familiarity and image statements which were mapped new positioning statements.
Solution
600 online surveys took place with consumers who were either looking for a home or had recently moved into a new home. Interviews took 15 minutes to complete.
Results
A reputation index was established together with supporting information to establish a communications campaign to improve the index in subsequent years.
Product Brand Change for Professional Association
Impact of brand name change on sales.
Business Challenge
The institution produces a set of industry regulations which are used by virtually all UK electricians and has done so under the same brand named for many years. The institution wished to establish the impact on sales of a change of brand name for the regulations and supporting material.
Solution
A combination of over 700 online interviews and 250 CATI interviews with electricians and electrical contacting organisations using a questionnaire that took 10 minutes to complete.
Results
The findings identified the most appropriate brand name(s) to use for the regulations and supporting material together with the impact on sales of the proposed changes. The insight enabled the institution to finalise a brand policy it has been implementing for 4 years.
Home Buyer Expectations
Understand expectations of buyers from a new home and their builders.
Business Challenge
Understand the scope and depth of information provided to home buyers as they move through their sales cycle. Identify the expectations of buyers when they move into new homes.
Solution
4 focus groups with different types of new home owner followed by 450 face to face interviews with new home owners using a questionnaire that took 30 minutes to complete.
Results
Clearly established the expectations of new home owners based on their experiences and information provided. Developed a Nuisance Index and recommended changes in the new home purchase process to help guide builders on setting home owner expectations appropriately.
Development of Warranty Products for New House Builds
To understand the warranty needs of builders, Housing Associations and new homeowners/home buyers with regard to new homes and mixed use developments.
Business Challenge
Determine needs from the warranty portfolio to meet both current and emerging requirements.
Identify developments to improve the current warranty solution .
Define opportunities for the provision of additional warranty related services to meet customer\'s requirements.Solution
8 focus groups took place with residential home builders, mixed use development builders, Housing Associations and and new home owners.
Results
Established and prioritised the needs of builders, Housing Associations and New Home owners from Warranties on new homes.
Warranty Acceptance Process
Review the acceptance process for the registration of warranties on new house builds from the view point of builders and solicitors.
Business Challenge
Review a policy acceptance process in order to aid improvement in the rate of acceptance form return.
Reduce client administration costs
Consider the impact of direct engagement with homeowners.Solution
CATI interviews with new home builders and conveyance solicitors using a questionnaire that took 15 minutes to complete.
Results
Tracked the warranty acceptance process to identify the different combinations of ways the documents are used and where process weaknesses cause problems leading to failures to adequately complete warranty registrations.
Refinement of Professional Development Services
Identify the requirements to develop and refine Professional Development Services for engineers working towards chartered status.
Business Challenge
Understand the wants and needs of members undertaking initial professional development.
Review the services currently offered as part of the professional development service.
Review the gaps in the service and what further support members feel should be provided.
Encourage further professional registration through better understanding of how to best support candidates.Solution
25 telephone depth interviews followed by 250 online interviews with members who were in the process of professional development or who had just achieved chartered status.
Results
Identified the service and process changes necessary to further develop the Professional Development Service and encourage further professional registrations.
Logo Evaluation in British Museums and Galleries
Impact of displayed logos on choice of museums and galleries to visit.
Business Challenge
800 face to face interviews took place with visitors leaving one of 7 museums/galleries in London and Edinburgh, using a questionnaire that took about 5 minutes to complete.
Solution
800 face to face interviews took place with visitors leaving one of 7 museums/galleries in London and Edinburgh, using a questionnaire that took about 5 minutes to complete.
Results
The findings demonstrated the impact of logo use on visitor attitudes to museums/galleries and works of art.
Domain Name Provider
To establish SMB awareness and perceptions of domain names.
Business Challenge
The company provides domain names to businesses. A new marketing communications campaign has been established and a tracking program was required to identify consumer understanding and awareness of domain names and to also establish awareness and perceptions of the client.
Solution
Telephone interviews with 200 organisations with 1 to 999 employees throughout the UK using a questionnaire that took 10 minutes to complete.
Results
The findings guide the concept for the communications programme and monitor changes in the awareness and perception of the client.
Printer Manufacturer
To establish the attitudes of SMB organisations in Europe to inkjet printers.
Business Challenge
To develop a strategy to grow the inkjet market in Europe without adversely affecting the colour laser jet markets.
Solution
CATI survey with printer decision makers in UK, France, Germany, Italy and Spain using a 20 minute questionnaire.
Results
Established the key benefits of inkjet compared to laser enabling differentiated marketing strategies to be developed.
Evaluation of Consumer Electronics Website
Development of the partner web site to encourage its adoption.
Business Challenge
A web site was established to provide all of the necessary administrative and support services to a dealer channel. However, dealers continued to use the phone, email and post to communicate. Web site use needed to be encouraged, as this would reduce the cost of partner communication so improving channel margins.
Solution
A two-stage approach was adopted. Firstly a pop up questionnaire was used on the partner web site that was used to identify which parts of the site were used and not used. Face-to-face discussions took place with partners with observations made as they used the web site to perform tasks with in front of a facilitator.
Results
The feedback identified a number of areas where the web site caused confusion. The navigation has been simplified, the number of clicks per task has been reduced and the whole web interaction made more user friendly and simple. Web site adoption after 6 months had increased by 45% and further work is now required to gain further adoption.
Requirements of Consumer Electronics Authorised Service Centres
Consumer electronic product and the methods of repair are changing. Manufacturers require knowing the areas of service required to support the independent and authorised repair centres.
Business Challenge
To identify the areas of service and support required by the dealers and authorised service centres and to judge the level of performance delivery compared to competitors. To ensure that scarce financial and manpower resources are appropriately prioritised and applied.
Solution
Telephone survey to the UK repair networks sponsored by a number of consumer electronics manufacturers who share information. Detailed 5 year trends and competitive comparisons are the strength of the feedback received.
Results
The audit identified potential weaknesses in the service organisations and both established and prioritised the areas of service support required to remedy the situations and gain a competitive edge.
Consumer Electronics Etiquette
Maintaining global standards for etiquette when dealing with customers.
Business Challenge
The Korean HQ set universal standards to enable its personnel to provide a common message and approach to customers so enabling a consistent image to be developed. The company required establishing if its policies on customer interaction were being followed.
Solution
An index monitoring solution was introduced to measure the response of all subsidiary offices worldwide based on responses to a number of customer enquiries. This programme was based on telephone interviews to switchboards and two function heads for each subsidiary.
Results
Performance benchmarks have enabled consistent standards of staff performance to be established worldwide. Country Managers are now rewarded based on standards of customer etiquette achieved.
Mobile Phone Employee Audit
Improving staff development and motivation.
Business Challenge
The European operation was well established however, inconsistencies were apparent in staff motivation and performance between countries. A programme was required to establish staff attitudes to their employment, identify potential issues and the requirements to develop an environment of motivated personnel.
Solution
Following initial discussions with HR personnel, measures were established to determine staff attitudes, performance, and motivation throughout all hierarchical levels. A postal questionnaire was used which was translated into all languages, distributed to General Managers and relayed to staff through Department Heads. A cooperative culture existed which facilitated virtually a full response.
Results
Key issues were identified concerning the employment of certain categories of staff, which was creating increasing problems for the company. The survey identified the problem and the means of resolution. Performance targets have now been introduced to both develop staff and drive motivation with management reward programmes introduced for both staff performance and motivation levels.
Network Provider Mobile Handset Strategies
Positioning strategies of the European network providers.
Business Challenge
Understand the handset positioning strategies of the major European operators and establish how European consumers feel and think about the main mobile operators.
Solution
6 focus groups followed by 600 on line interviews in the UK, France and Germany with mobile phone consumers who use advanced phone features.
Results
Established the phone strategies of the major network providers as well as identified consumer attitudes to phone types and network providers. The findings formed a basis for the design parameters for a next generation of mobile phones targeted at particular European Network Providers.
Wholesale Market for Bandwidth in the UK and Germany
Development of solutions to meet market requirements.
Business Challenge
The UK based Telecoms organisation wished to evaluate the impact of their sales and marketing initiatives on the European market. It was immediately apparent the client had no strategy for identifying the most appropriate target markets and had not matched their capability and propositions to the market needs. This had resulted in disappointing sales results for the year.
Solution
A multistage approach was adopted to identify the bandwidth requirements of the UK and German markets (as the 2 European markets with the largest potential). 500 interviews were completed by phone in the UK and Germany and requirements were matched to the client capability, enabling new products and propositions to be developed. A second stage of telephone interviews and focus groups were completed to identify the decision processes, the awareness and opinions of the client, the optimum methods of communicating with decision makers and the competitive environment.
Results
The findings enabled the client to change from a solution to a marketing led approach, focus on a defined target market, change their product portfolio to solutions that were required, establish a differentiated market position, develop a new (and more direct) communications strategy and introduce more appropriate routes to market. The introduction of a clear vision also enabled the various functions to work in the same direction.
Copier / Printer Strategy for the FG500
Development of a solutions strategy for the global FG500.
Business Challenge
To provide information to decide on the future strategy for the introduction of document management services to the FG500 companies.
Solution
A multistage approach was adopted based on VAR and Systems Integrator (SI) feedback, followed by interviews with IT directors in the FG500. A parallel project provided competitor intelligence by interviews with key decision makers in the two main client competitor organisations.
VAR/SI and IT director interviews took place by means of face to face visits to either our office or the respondent offices, with each interview lasting for 1 hour. Competitor intelligence interviews lasted up to 30 minutes and took place by telephone.Results
Typed transcripts were provided for all interviews together with analysis in the form of separate PowerPoint reports for the FG500/VAR interviews and the competitor intelligence.
Branding in the Telecoms Security Markets
Entry to the Information Security Sector.
Business Challenge
A security consultant organisation had just been purchased and a strategy was required to integrate the aquisition into the parent organisation.
Solution
Telephone interviews took place with ICT decision makers for information security and risk management in a number of sectors with high security concerns; (central government, police and justice, NHS, insurance and banking, retail, air and rail travel and Telcos/ISPs/ASPs).
Results
A clear branding strategy was recommended and implemented, enabling the client to capitalise on the reputation gained by the Consulting firm whilst building on the Enterprise credibility of its corporate brand. Strategies were established, based on a detailed understanding of the market requirements, which have enabled a rapid presence to be established in the Security market.
Impact of a Recession on IT Budgets
Investigate attitudes to an impending global recession and plans for ICT budgets and data storage.
Business Challenge
Business partners provide a potential source of funds that could be developed and this required to be tested. Establish packages that appeal to business partners together with package contents, propensity to consider, barriers to consideration and price positioning. Identify the appeal of the institution and the proposed packages to non business partners.
Solution
100 telephone interviews using a 10 minute questionnaire with IT managers and directors in medium to large organisations.
Results
The findings were used as part of PR program to position the client as an expert in data storage.
Mobile Phone Brand Personalities
Establish the brand personality of the 5 leading mobile phone brands in Europe.
Business Challenge
To understand the brand personalities of LG, Motorola, Nokia, Samsung, and Sony Ericcson in 5 European countries.
Solution
1000 online interviews took place with consumers who were prepared to pay premiums for technology and fashion (5% incidence) in UK, France, Germany, Italy and Spain. A number of projective stimulus models were applied to develop the brand positioning.
Results
The results were used by the Global HQ design team as the platform for the design of the next generation of mobile phones. The findings were also applied to other product groups.
Software Seminar Material
Development of European Seminar/Conference Policy.
Business Challenge
A significant 6 figure budget is spent each year on seminars, conferences and other events throughout most European countries. A survey was required to establish the attitudes, onions and needs of those who attend the events, to enable future events to be planned and established.
Solution
An online survey took place resulting in approximately 1400 interviews across 13 countries and in 5 languages. The survey took 20 minutes to complete. The online survey was established with automated performance statistics, tables and individual reports of respondents prepared to take part in follow up interviews.
Results
The findings enabled the client to decide on the format and requirements for the next year of events as well as securing the multimillion Dollar budget required.
Impact of IT Resellers at the POS
Establish the added value by reseller channels at the point of sale.
Business Challenge
To understand the value a channel partner brings to a Business Decision Maker in an SMB when he/she is choosing notebook computers, PCs and printers for their business.
Solution
A series of interactive focus groups simulating the sales process through use of brochures, advertisements, internet purchases and comparing perceptions of products against the reality of experiencing the products
Results
The focus groups provided clear insight into the differences between what DMs think they will get and the reality when products arrive. The information also formed the basis of a new communications campaign.
Development of MFP Communications Strategy
Development of a new communications campaign for MFPs.
Business Challenge
Client has a strong brand position for laser printers and wished to establish its presence in the MFP sector.
Solution
A series of focus groups took place with printer and copier decision makers in different sizes and type of company. Attitudes towards MFPs and supplying brands were explored and a number of communication concepts tested.
Results
Communication statements were identified that most suited the company brand values and which influenced and interested the target markets. The communications campaign has been successfully carried out.
Development of IT Direct Marketing Material
Development of material for a direct marketing campaign.
Business Challenge
Client wished to develop awareness and sales in the SoHo and small to medium company sectors. Direct mail and email were the chosen vehicles but guidance was required on the content of the communications.
Solution
A series of mini (3 to 4 persons) focus groups took place with a wide range of company types and sizes with <500 employees. A range of stimulus material developed in the US was tested for its suitability to the European audience.
Results
The focus groups gave a clear direction on what elements of content and design were effective in generating awareness, influence and purchase action.
Concept Testing and Development of Plasma TV Advertising
Development of TV and poster advertising concepts.
Business Challenge
New advertising was required for a hard hitting TV adverting and poster campaign to promote a new line of Plasma televisions.
Solution
A series of focus groups tool place with consumers who were identified as being in the market for high value TVs. A number of different consumer segments were reflected in different groups. A range of stimulus material was employed using laptops, TV and storyboards.
Results
The most appropriate concept was selected, developed and a successful campaign took place.
Awareness and Perceptions of Plasma TV / Mobile Phone Brands
Changes in consumer awareness of new Plasma TV and mobile phone products.
Business Challenge
New advertising campaign was introduced to develop awareness of the client brand and its association with two new product lines. Feedback was required to enable the marketing team to evaluate the effectiveness of its communication campaigns.
Solution
Telephone interviews took place immediately before and at the end of the communication campaigns with UK consumers.
Results
The surveys provided a clear view on the UK market opinions of the client’s image and associations with particular products. It has enabled the client to identify the messages to change consumer perception and the extent of the work required to raise awareness levels to meet its ambitious targets.
3G Advertising Development
Development of TV and poster advertising concepts for new 3G products.
Business Challenge
New advertising was required for a hard hitting mobile phone adverting and poster campaign to promote the introduction of 3G mobile phones.
Solution
A series of focus groups tool place with consumers who select and use mobile phones. A range of stimulus material was employed using laptops, TV and storyboards.
Results
The most appropriate concept was selected, developed and a successful campaign took place.
Evaluation of UK Printer Campaign
Determine the impart of its UK communications campaign.
Business Challenge
The client has run a communications campaign in the UK for some years and required to ensure its budget had been appropriately allocated by demonstrating improvements in market awareness and perception.
Solution
Telephone interviews took place with IT Managers in organisations having >50 employees.
Results
The findings have provided the necessary metrics to demonstrate the impact of the advertising as well as establish the budget requirements for the next year.
Awareness of Telecoms Service Provider
Establish effectiveness of the awareness campaign.
Business Challenge
A sub division of a major telecommunications brand required establishing if its awareness campaign was having the required impact on the UK market.
Solution
The focus was the consumer sector and so a series of omnibus surveys were used at regular intervals thought the year.
Results
The impact of the campaign was monitored enabling advertising budgets to be justified against changes in market awareness.
Market Evaluation of the IT Security Market
Entry to the Information Security Sector.
Business Challenge
Client had acquired an Information Security Consultancy and needed to establish how to integrate the company into its organisation, the branding to use and how to develop the business by understanding the requirements from suppliers of information security and business continuity services.
Solution
Telephone interviews took place with ICT decision makers for information security and risk management in a number of sectors with high security concerns; (central government, police and justice, NHS, insurance and banking, retail, air and rail travel and Telcos/ISPs/ASPs).
Results
A clear branding strategy was recommended and implemented, enabling the client to capitalise on the reputation gained by the Consulting firm whilst building on the Enterprise credibility of its corporate brand. Strategies were established, based on a detailed understanding of the market requirements, which have enabled a rapid presence to be established in the Security market.
Global Evaluation of Printer Campaign
Determine the impart of a new global advertising campaign and provide guidance for future budget allocation.
Business Challenge
Limited marketing had taken place for a few yeas with the resulting erosion of market share. To recover the market position new colour laser printer products were developed and a global adverting campaign initiated. Marketing metrics were required to guide future budget allocation based on changes in awareness and perception.
Solution
3,000 telephone interviews took place with organisations having <500 employees in UK, Denmark, France, Germany, Holland, Italy, Spain, Sweden, Czech Republic, Hungary, Poland and Turkey.
Results
Very significant variances were identified between countries with the client having a strong awareness in Eastern Europe. Those countries that had made little effort were clearly identified both in the sales figures and the low awareness levels. The findings have provided the necessary metrics to demonstrate the impact of the advertising to local country managers as well as establish the budget requirements.
Consumer Electronics Website development
Development of the partner web site to encourage its adoption.
Business Challenge
A web site was established to provide all of the necessary administrative and support services to a dealer channel. However, dealers continued to use the phone, email and post to communicate. Web site use needed to be encouraged, as this would reduce the cost of partner communication so improving channel margins.
Solution
A two-stage approach was adopted. Firstly a pop up questionnaire was used on the partner web site that was used to identify which parts of the site were used and not used. Face-to-face discussions took place with partners with observations made as they used the web site to perform tasks with in front of a facilitator.
Results
The feedback identified a number of areas where the web site caused confusion. The navigation has been simplified, the number of clicks per task has been reduced and the whole web interaction made more user friendly and simple. Web site adoption after 6 months had increased by 45% and further work is now required to gain further adoption.
Strapline Evaluations for Leading Network Vendor
Introduction of metrics to select and validate communication messages.
Business Challenge
Messages for all global communication was developed in the US. The European team considered the messages were not appropriate for Europe and did not reflect cultural differences between countries. A methodology was required to guide the US towards those messages that would resonate with European audiences.
Solution
All messages were placed on a web site, which was accessed during the course of telephone interviews. Interviews took place with Network managers in SMB organisations in the UK, France, Germany, Italy and Spain.
Results
The process has been accepted by the US and European marketing communication teams as an objective and independent method of evaluating communication messages and is now part of an established process for communication design.
Awareness of European printer brands
Image and awareness of colour printers.
Business Challenge
Identify B2B decision maker awareness and opinions of the colour laser printer brands so that differentiating marketing communication strategies can be developed.
Solution
Omnibus survey comprising 600 interviews with printer decision makers in enterprise, mid market and small organisations in the UK, France and Germany. The omnibus used 4 questions.
Results
The awareness and image perceptions of the main European colour laser printer brands were identified.
Ethnic Awareness of Mobile Phone Network Providers
To establish awareness and perception amongst ethnic minorities in the UK.
Business Challenge
The company provides mobile phone infrastructure for overseas calls to ethnic minorities at competitive costs. A new marketing communications campaign has been established and a tracking program was required to monitor progress with regard to shifts in brand awareness, awareness of propositions and brand perception.
Solution
Surveys take place each 6 months with 500 East European, Afro Caribbean and Asians using a 15 minute CATI questionnaire.
Results
The findings guide the communications programme.
Awareness of Utility Infrastructure Providers
Awareness of utility networks and infrastructures.
Business Challenge
To benchmark client awareness against that of other utility providers for water, gas and electricity in order to judge the effectiveness of promotional activity.
Solution
200 telephone interviews with public and private sector organisations using a 10 minute questionnaire.
Results
The findings were used as part of PR program to qualify the awareness level as well as provide input to the future communication strategy.
Competitive Advertising Spend Amongst Printer Vendors
Advertising spend of leading printer vendors in Europe.
Business Challenge
Client required increasing their marketing communication budget. To help this cause, information was required to identify the share of mind and advertising spend of the man printer manufacturers of HP, Oki, Brother, Kyocera-Mita, Lexmark, Epson.
Solution
Searches were made using the Internet, Factiva (a news aggregation service), company web-sites and Company Filing databases for information that would give indicators for the European marketing effort for the printer products.
Results
For each brand we established printer turnover, number of employees, promotional activity, media spend and European locations.
Development of the Risk Software Market
Understand attitudes towards risk management in the Oil and Gas industry.
Business Challenge
To understand the market size and spending patterns for energy trading software and risk management in the European Oil and Gas sectors.
Solution
The focus was 25 specific organisations in East and West Europe . Telephone interviews took place with IT decision makers throughout several European countries.
Results
The findings enabled the client to develop a forecasting model.
IT Contractual Issues
Understand problems associated with contractual relationships with business partners.
Business Challenge
To understand the problems caused by contractual self-reporting relationships with suppliers and customers where an element of trust is required.
Solution
155 telephone interviews each taking 20 minutes, took place with Contract Managers and Finance Directors in technology organisations throughout Europe, US, Canada, Japan, Singapore, Korea and Australia.
Results
The findings enabled the client to develop strategies to combat the problems caused by the elements of trust in self-reporting contractual relationships.
Automotive IT Infrastructure Needs
Identification of the global IT infrastructure and needs of the automotive sector.
Business Challenge
The client had introduced a new IT solution and required to establish the needs it would resolve and the demand from the automotive sector.
Solution
The focus was the top 8 automotive manufacturers. The ICT decision-making centres were identified in the Americas, Europe and Asia and Executive telephone depth discussion took place with those responsible for global communications policy. A profile was developed of the communications needs and current network infrastructures of the top 8 automotive organisations including mobile, data and voice requirements, problems and attitudes toward the client proposition.
Results
The level of detail has enabled the propositions to be developed to meet the differing needs of each manufacturer; the decision-making structures have enabled communications strategies to be developed to enable the client to introduce the propositions.
Bandwidth Needs of Telecoms Service Providers
Identification of the global network requirements of the leading Nordic Companies.
Business Challenge
The client provides bandwidth throughout Europe as well as products and services to upgrade and maintain company network solutions. Background information was required on the leading Nordic organisations to identify the current network infrastructure, competitive environment, purchasing policies and decision makers.
Solution
A number of telephone discussions took place with middle management ICT personnel to identify the network issues, key gatekeepers and decision makers for every area of the ICT networks.
Results
The database information was developed to enable sales and communications strategies to be established.
East European Market for Headphones and Microphones
Development of the East European Market.
Business Challenge
The client had a strong presence throughout Western Europe and wished to develop a significant market share in Eastern Europe.
Solution
Secondary research was completed to identify the competitive arena and applications for the technologies in Eastern Europe. A telephone survey was then competed with the target market and the potential sales channels.
Results
The information necessary for the business plan was developed together with a regional market entry strategy. This was based on a clear understanding of the market and sales potential, routes to market, requirements to develop viable sale channels and their commercial requirements and a clear understanding of the target market and how best to communicate with and sell to them.
IT Awareness and Usage
Service-oriented architecture.
Business Challenge
Establish the awareness and adoption of service-oriented architecture as well as identify organisations with problems who are unaware of the benefits of SOA.
Solution
120 interviews of 20 minutes each were completed by CATI with CIOs in UK, US, France, Germany and Scandinavia.
Results
Identified applications that can be built by combining loosely coupled and interoperable services as well as perceived benefits of SOA and barriers to consideration.
PC Games Evaluation
Attitudes and opinions of PC gamers.
Business Challenge
The games market is competitive and moves quickly. Client wished to track the attitudes and opinions of gamers in Europe to new innovations.
Solution
A panel of 200 UK and 200 German gamers was recruited by phone. The panel members were then surveyed every month by email over a 6-month period.
Results
Feedback for the two different European markets is used as an integral part of the NPD process. Initiatives and ideas are tried and tested at early stages of development before substantial budget commitments are made.
Laser Printer Evaluation and Development
Attitudes and opinions of resellers and user/choosers for laser printers.
Business Challenge
The product represented a new entry to the competitive European colour laser market. Client wished to establish the attitudes of both resellers and business users towards the new printer, to identify a competitive market entry strategy.
Solution
Web assisted telephone interviews were completed with 150 business users (<200 employees) and 250 resellers in the UK. In addition 10 depth interviews (lasting 1 hour) took place with larger resellers.
Results
Feedback enabled the product USPs to be identified so that marketing programmes could be developed for both the resellers and users. The requirements to gain reseller adoption and commitment were also identified enabling a new reseller strategy to be established.
LCD Monitor Evaluation
Attitudes and opinions of resellers and SMB organisations.
Business Challenge
The product was a new introduction to an impressive line up of monitors. Client wished to establish the attitudes of both resellers and business users towards the monitors in order to establish a competitive market development strategy.
Solution
5 Focus groups took place in the UK with resellers, reseller sales representatives and SMB organisations.
Results
Feedback enabled the product USPs and weaknesses to be identified so that marketing programmes could be developed for both the resellers and users. The requirements to gain reseller adoption and commitment were also identified, so laying the foundation for a new reseller strategy.
Mobile Phone Evaluation
Attitudes and opinions of retailers and mobile phone user/choosers.
Business Challenge
To establish trade and customer attitude and opinions to a mobile phone launched 6 months earlier and to use the information as a basis for future marketing and product strategy developments.
Solution
Two-stage approach comprising 200 face-to-face interviews with mobile phone users and 3 focus groups with consumers, retailers and retail sales executives. The interviews were followed by a multivariate analysis stage for Conjoint analysis and Segmentation analysis.
Results
Feedback enabled the product strengths and weaknesses to be identified as well as comparisons against competitor products. Priorities were also identified for feature / price comparisons so prioritising future feature and design developments. In addition the requirements for a successful market introduction were identified both with consumers and with the trade.
Consumer Use of Advanced Mobile Phone Features
Establish how consumers use additional mobile phone capability.
Business Challenge
To provide insights as to how consumers use mobile phones for media and PC applications and determine content areas of focus, content partners and technology partners.
Solution
Online survey with 250 consumers in the UK, France, Germany, Italy and Sweden.
Results
Findings specified the content required for the next generation of mobile phones.
Usage and Attitudes Towards Camcorders
Attitudes of consumers towards camcorders.
Business Challenge
The introduction of limited video capability on mobile phones has impacted the sales of conventional camcorders. Understanding was required to determine how consumers use camcorders in order to develop features and communication to improve sales.
Solution
Online survey with 250 consumers in the UK, Benelux, France, Germany and Italy.
Results
The findings enabled product development milestones to be established based on features and functions that can be differentiated from low capacity mobile phones.
Energy Provider (Utilities) Loyalty
Evaluation of customer loyalty and drivers to migrate to competitive utility providers.
Business Challenge
The client required understanding the loyalty level of its utility customers as well as evaluating the service levels required to provide to persuade competitive customers to migrate.
Solution
Telephone interviews took place with consumers in UK households who made the decision on the utilities providers to use. 800 interviews took place with the customers of the client and the 3 main competitors.
Results
The client now understands that energy utilities are treated like any other commodity and there is no effective brand loyalty. Service levels were identified to minimise migration to competitors as well as encourage migration towards the client.
Satisfaction of Repair Centres - Consumer Electronics
Consumer electronic product and the methods of repair are changing. Manufacturers require knowing the areas of service required to support the independent and authorised repair centres.
Business Challenge
To identify the areas of service and support required by the dealers and authorised service centres and to judge the level of performance delivery compared to competitors. To ensure that scarce financial and manpower resources are appropriately prioritised and applied.
Solution
Telephone survey to the UK repair networks sponsored by a number of consumer electronics manufacturers who share information. Detailed 5 year trends and competitive comparisons are the strength of the feedback received.
Results
The audit identified potential weaknesses in the service organisations and both established and prioritised the areas of service support required to remedy the situations and gain a competitive edge
Domain Registration Provider
Domain registration for emails and web sites are renewed periodically and this requires a process of reminders to be sent for renewals which is just over 80% successful.
Business Challenge
The primary objective of the project was to provide information to understand the challenges of domain name renewals and to determine how the renewals process can be improved.
Solution
Telephone survey based on 100 interviews in the UK to those responsible for domain registrations and who send reminders to customers.
Results
The survey identified the processes and problems domain organisations go through when renewals are due, together with success rates and a program to improve/simplify the process and better inform customers of the renewal processes.
Domain Provider
To establish consumer awareness and perceptions of domain names.
Business Challenge
The company provides domain names to consumers and business. A new marketing communications campaign has been established and a tracking program was required to identify consumer understanding and awareness of domain names and to also establish awareness and perceptions of the client.
Solution
Online surveys take place each 6 months with 1,000 consumers who use email and internet at home.
Results
The findings guide the content for the communications programme and monitor changes in awareness and perception of the client.
Development of Power Industry Outsource Proposition
Chemical sector outsource requirements.
Business Challenge
To understand the needs and requirements of the outsource market in the chemical sector.
Solution
Telephone depth interviews taking 35 minutes each with outsource decision makers and plant managers in the operating plant of the UK chemical sector. Followed by 1 hour face to face qualitative interviews with General Managers of chemical plants.
Results
The information formed the basis for the development strategy for the chemical sector as well as developed material used for an extensive marketing program of PR, seminars and training.
Park Development for Local Authority
Development of a park landscape and facilities.
Business Challenge
A classic Victorian park was designed and laid out in the mid to late 19th century with limited change to the present day. The Park has suffered from decades of civic neglect. In order to restore the park, guidance was required on where best to apply the scarce resources of the council.
Solution
1,500 face to face interviews took place with both visitors to the park and residents within the park catchments. The interviews took 10 minutes each and were completed over a 6 month period
Results
The findings provided a framework for the council to apply for lottery finding to start development in a manner that is appropriate for the 21st century.
Exhibition Strategies
Attitudes of marketing departments to exhibitions in a recession.
Business Challenge
Understand the strategies of marketing managers with regard to exhibition attendance and exhibiting with an impendng recession.
Solution
100 CATI interviews with marketing managers and directors throughout the UK using a questionnaire that took only 10 minutes to complete. Whole project had to be completed and delivered in less than 1 week.
Results
Provided a clear picture of the role of exhibitions within the overall marketing mix and propensity to both attend exhibitions as visitors and to use exhibitions as exhibitors to generate business leads.
Publication Readership Profiles
Establish the readership profile of its publications.
Business Challenge
The association had several leading publications and required to identify the profile of its readership in order to attract advertising revenues.
Solution
A readership list was compiled and 4,000 questionnaires dispatched by post.
Results
The information clearly demonstrated the clients leading position against competing publications enabling it to attract significant advertising.
Competitive Differentiation
Differentiate a mature chemotherapy agent used to treat breast, lung & prostate cancer from new competitive products in the three tumour types.
Business Challenge
Compare & benchmark healthcare professionals perception of the chemotherapy agent with its key competitors per cancer market to establish its key differentiating attributes
Solution
100 specialist oncologists, registrar & consultant grades were recruited for semi-qualitative telephone interviews in the UK & US over a 6 week period.
Results
Findings were used to establish a revised market position and global
marketing communications strategy
Pharmaceutical Outsource
Provide an outsource Global Market Research Manager on contract.
Business Challenge
Provide an experienced market research director with international, medical, primary research experience within 2 weeks.
Solution
The extensive 2Europe health care network was used to develop a shortlist of suitable candidates within a 1-week timescale. Candidates were evaluated over a second week prior to submission to the client who made the final choice.
Results
An initial 4.5 month contract was completed and which was subsequently extended to 1.5 years with 2Europe providing administrative and IT support throughout.
Anesthesia Review
Key opinion leaders in Anaesthesia.
Business Challenge
Identify the key opinion leaders in Anaesthesia in the UK and their spheres of influence.
Solution
200 telephone interviews of 20 minutes each in the UK with Anaesthetists, Senior and Junior Registrars (or equivalent)
Results
Feedback was secured on awareness and use of neuromuscular blocking agents as well as methods used to keep themselves informed about developments in Anaesthesia
NHS Attitudes to Disease Information Software
Understand attitudes of NHS Physicians to an online disease information tool.
Business Challenge
A new online information tool is to be introduced to the UK from the US against free competition. A strategy requires to be developed to penetrate and develop the NHS sector.
Solution
20 in depth discussions took place with consultant physicians after a 1 week trial with the database.
Results
The findings enabled the client to identify the attitudes and opinions of physicians to its solution, establish key benefits. Selling proposition and develop an effective market entry strategy.
Inhaler Product Development
Development of new drug delivery solutions.
Business Challenge
Changes in the drug delivery market led to uncertainty concerning the use of pMDIs as a drug delivery system for inhalation products. The development priorities for new pMDI hardware technologies were required from both pharmaceutical manufacturers and clinics.
Solution
50 qualitative telephone depth interviews each taking 1 hour, took place with consultants, developers and licence staff in pharmaceutical organisations, hospitals and patient groups throughout Europe and the US .
Results
The findings enabled the client to establish the future development path for inhalation drug delivery solutions.
NPD of Healthcare Diagnostic Software
Test opinions of a software diagnostic tool amongst European healthcare practitioners.
Business Challenge
Test opinions to a US developed database to help healthcare practitioners diagnose patient problems and identify appropriate evidence based remedies. The challenges were that the software was based on US protocols and required a fee based licence in a European market where much information is free.
Solution
CATI survey comprising 200 interviews of 20 minutes each with physicians, hospital senior management and chief pharmacists in France and Germany.
Results
Findings defined the product development, pricing and marketing communications strategies to enter and penetrate the French and German markets.
New Member Welcome
Ensure members understand institute advantages.
Business Challenge
Members are most likely to lapse within the first 2 years of membership and so a contact programme is being investigated to establish the impact on retention.
Solution
Telephone contact was made with all new members over a two month period to establish awareness and use of services and to discuss areas of interest and understanding.
Results
The new members interviewed are a control group against other members not interviewed and their progress will be monitored over the coming few years to establish if the initial contact and dialogue has had an impact on member retention.
Creativity With IT
Test attitudes to creative applications with IT.
Business Challenge
Identify creative interests of consumers, the scope of applications they use printers and scanners for and tests attitudes to proposed creative applications for use with IT.
Solution
500 online interviews with consumers in the UK, France, Germany, Italy and France. Each interview took 12 minutes.
Results
Identified the creative interest of greatest appeal to consumers and tested attitudes to creative software applications providing a clear platfom for future creative development tools.
Development of a High End Projector
Investigate European TV viewing habits and test attitudes of consumers to a new home cinema solution.
Business Challenge
Establish consumer attitudes in each of 4 countries to a new high end home cinema solution based on a revolutionary new projector and 100\" screen.
Solution
5 focus groups took place in UK, France, Germany and Sweden followed by 1,000 online interviews in the same countries.
Results
Established the features and functions necessary to take the new product to market together with positioning and target price levels.
Proposition Test for Airport Authority
The marketing focus was to build a unique and meaningful voice for a region in the UK from tourism and business to government and media at leading European airports.
Business Challenge
Establish the attitudes and opinions of frequent managerial flyers to business travel and European airports.
Test a proposed concept that could be introduced at airports based on use of a laptop /mobile phone booth providing convenience for travelers and a promotional vehicle for the client.Solution
3 focus groups in the UK, France and Germany with senior business people who are directors or head up a team in excess of 8 people or are self employed consultants.
Results
The concept did not fulfil the client objectives and was of limited interest to travelers. The concept was not developed and the study identified other motivators of greater interest to travelers.
Logo Evaluation in British Museums and Galleries
Impact of displayed logos on choice of museums and galleries to visit.
Business Challenge
Identify the impact of a fund raising logo on visitor opinions regarding their choice of museum or gallery to visit
Solution
800 face to face interviews took place with visitors leaving one of 7 museums/galleries in London and Edinburgh, using a questionnaire that took about 5 minutes to complete.
Results
The findings demonstrated the impact of logo use on visitor attitudes to museums/galleries and works of art.
Directory ROI
ROI for directory users.
Business Challenge
Develop parameters to enable advertisers in the printed directories to establish the return on investment.
Solution
4,250 interviews by CATI in two stages investigating the effectiveness of 55 directory headings. Interviews took 5 minutes to complete with advertisers across the UK.
Results
The return on investment findings were provided for a number of categories and are used to inform potential advertisers and reinforce the effectiveness of the service with existing advertisers.
Database Lists ROI
ROI for business database lists.
Business Challenge
Establish the return on investment for business lists sold for identification and development of new prospects.
Solution
460 CATI interviews with customers who had purchased business databases in the previous 6 months. Each interview took 5 minutes to complete and a simple algorithm was established to determine ROI.
Results
A practical tool was provided showing the effectiveness of database lists used for business development purposes.
Customer Satisfaction Within the NHS
Establish a customer satisfaction programme within NHS hospitals.
Business Challenge
The primary objective of the project was to establish a programme of objective measurement amongst theatre staff and procurement in NHS hospitals to establish independent levels of customer satisfaction. The findings also guided allocation of resources to maximise customer satisfaction with infection prevention products and services.
Solution
A three stage survey programme was adopted based on:-An internal audit with CPT specialists, Clinical Nurse Advisors and Sales Reps. Two focus groups with Theatre and Procurement staff. CATI survey comprising 210 interviews with customers in NHS hospitals throughout the UK
Results
Areas of strengths and weaknesses were identified for each area of the infection prevention product groups investigated and action programs identified to remedy weaknesses.
Loyalty Scheme for Financial Products
Test loyalty schemes.
Business Challenge
Establish a loyalty scheme that will influence new and existing customers to consider/adopt financial services, test loyalty scheme names and communication designs.
Solution
300 web assisted telephone interviews with customers and non customers having mortgages and various types of financial product. Each interview took 20 minutes.
Results
Provide clear direction on the factors required for a successful loyalty scheme as well as conclusive advice on loyalty naming and communication design.
Market Listings
Attitude and opinion of organisations that raised funds through AIM.
Business Challenge
Identify the experiences of those who have listings with AIM to establish whether they were prepared for the process, to determine possible weaknesses in the process to secure an IAM listing and evaluate the resources deployed for the listings.
Solution
200 telephone interviews each lasting 15 minutes with FDs/CEOs of organisations who had recently secured a listing with AIM.
Results
The findings are used annually to enable the client to position themselves as knowledge experts regarding AIM.
Development of the Risk Software Market
Understand attitudes towards risk management in the Oil and Gas industry.
Business Challenge
To understand the market size and spending patterns for energy trading software and risk management in the European Oil and Gas sectors.
Solution
The focus was 25 specific organisations in East and West Europe . Telephone interviews took place with IT decision makers throughout several European countries.
Results
The findings enabled the client to develop a forecasting model.
Financial Needs of the Legal Sector
Profile of the UK Legal Sector.
Business Challenge
To establish the profiles of those who work in the legal profession.
Solution
200 telephone interviews each taking 10 minutes took place with partners, associate solicitors and trainee solicitors throughout England.
Results
The findings identified the demographics, interests, attitudes and opinions of solicitors in the UK, enabling the client to tailor its products and marketing communications to meet the needs of the legal profession.
Understanding Corporate Governance
Developments in corporate governance.
Business Challenge
Investigate developments in corporate governance and how it affects publicly listed companies. Determine processes for compliance.
Solution
100 CATI interviews with senior financial decision makers in publicly quoted companies in the UK, France and Germany.
Results
Provided a framework to develop a governance service.
Media Profile of the Professionals Sectors
Media profile of the professionals sectors in the UK.
Business Challenge
To establish the newspaper, magazine, online and TV viewing habits of doctors, dentists, lawyers and teachers in order to plan the media campaign for a new advertising campaign for financial services in the UK.
Solution
500 telephone interviews each taking 15 minutes took place with GPs, hospital doctors, dentists, solicitors and teachers throughout the UK.
Results
The findings identified the media consumption habits of the professional sectors enabling the client to develop a media plan.
Development of Bonds for House Construction
To establish the potential and requirements for road and sewer bonds.
Business Challenge
Provide information to establish the potential opportunity for Road and Sewer bonds amongst UK house builders.
Solution
Focus group followed by telephone depths with house builders.
Results
Identified the propensity to consider and adopt a new bond for road and sewers as well as established the key requirements to differentiate the bond in the market and assure its successful adoption.
Development of Bonds for Deferred Deposit Payments for House Buyers
To establish the potential and requirements for deferred deposit bonds.
Business Challenge
Provide information to decide on the potential opportunity for Deferred Deposit Bonds used by home owners and investors for new home purchases and provide guidance for the development of a strategy to actively penetrate the market.
Solution
Telephone depth interviews with MDs, Financial and Commercial Managers in leading construction companies.
Results
Identified the benefits and drawbacks of deferred deposit bonds from the viewpoint of builders, home owners and investors and outlined the requirements for a successful new bond entry.
Reputation of Financial Organisations Amongst the Profession
Develop a reputation index for a financial organisation amongst professionals.
Business Challenge
Provide consistent tracking feedback to monitor the effectiveness of a new advertising campaign and guide further marketing communications decisions. To build a reputation index score for comparison between different professional sectors and at different periods of time.
Solution
500 CATI interviews at 6 monthly intervals using a questionnaire that took 15 minutes to complete with Hospital Doctors, GPs, Dentists, Solicitors and Teachers.
Results
A reputation index was developed as a brand ladder based on spontaneous and prompted awareness, product understanding, service understanding, image and loyalty.
Development of Power Industry Outsource Proposition
Chemical sector outsource requirements.
Business Challenge
To understand the needs and requirements of the outsource market in the chemical sector.
Solution
Telephone depth interviews taking 35 minutes each with outsource decision makers and plant managers in the operating plant of the UK chemical sector. Followed by 1 hour face to face qualitative interviews with General Managers of chemical plants.
Results
The information formed the basis for the development strategy for the chemical sector as well as developed material used for an extensive marketing program of PR, seminars and training.
Roller Bearing Product Development
Identify the specification requirements worldwide for a new range of roller bearings requiring increased axial load.
Business Challenge
A roller bearing manufacturer has been in existence for approximately 100 years but experienced only moderate growth as orders were consistently custom built. To achieve growth the company required to establish a range of roller bearings that matched the need of most applications of interest and could be ordered ex stock. The survey required to establish the technical parameters for the new range.
Solution
A three stage research program was used:-An internal audit with the UK and US sales and engineering teams to identify market sectors and applications of possible interest. Qualitative interviews with leading engineering universities trade associations value added resellers/agents and distributors to determine developments it he technologies, awareness of bearing solutions and problems with bearing design CATI survey in the UK, Germany, Poland, Russia, China, India and the US with end users organisations that use roller bearings in several vertical sectors and agents who incorporate then in the design of their equipment
Results
New specifications were identified for bearing size, speed, loads and operating temperatures for a range of applications that were ranked according to market potential.
Industrial Fixing Solutions
Insight for development of a strategy for fixing solutions for industrial applications.
Business Challenge
Establish market awareness and opinions about high performance double sided tape as a method of fixing materials together for industrial applications.
Solution
Three stage survey:-Internal telephone depth discussions with sales teams. 9 face to face depth discussions with key customers and distributors. 300 CATI interviews with decision makers for industrial fixing solutions across a range of industry sectors in the UK.
Results
Established the information framework to develop the strategies needed to position high performance double sided tape against other methods of fixing such as adhesives, screws, welding etc. The survey also established the marketing variables necessary to penetrate the industrial markets.
Development of Bonds for Deferred Deposit Payments for House Buyers
To establish the potential and requirements for deferred deposit bonds.
Business Challenge
Provide information to decide on the potential opportunity for Deferred Deposit Bonds used by home owners and investors for new home purchases and provide guidance for the development of a strategy to actively penetrate the market.
Solution
Telephone depth interviews with MDs, Financial and Commercial Managers in leading construction companies.
Results
Identified the benefits and drawbacks of deferred deposit bonds from the viewpoint of builders, home owners and investors and outlined the requirements for a successful new bond entry.
Drivers for Retail Loyalty
Understand how and why consumers select and buy from particular shops.
Business Challenge
Consumers can purchase music CDs and film DVDs from a variety of sources including internet downloads. The long term purchasing intentions of consumers for CDS and DVDs was required to enable a well known high street retailer to develop its market position and long term strategy.
Solution
Street intercept interviews of 10 minutes each took place with 450 respondents in Manchester, Birmingham and Brighton.
Results
The findings enabled the client to identify the attitudes and opinions of consumers to its shops so that market positions and communication strategies could be developed and long-term investment plans established.
Medicine Bottle Label Investigation
Label solution for medicine bottles.
Business Challenge
To examine whether consumers read and retain the product information on medicine bottles and examine how to influence readership and retention.
Solution
Medicine blister packs and bottles were used as stimulus material. 400 face-to-face interviews then took place with consumers using a questionnaire that took less than 10 minutes to complete.
Results
The information provided the information framework to introduce a more effective bottle labeling solution to replace blister packs that were found to create problems regarding information retention.
Consumer Requirements From A New Out of Town Shopping Centre
Viability of a new out of town shopping centre.
Business Challenge
The client had just obtained planning permission for a new out of town shopping centre in the SE. Company needed to identify the market and shopping profile of likely customers; who were defined as being resident within a 30-mile radius. The information would be used to attract the type of shops and brands shoppers were likely to require. The likelihood of usage compared to other shopping centres in the catchments were also required, together with the identification of the initiatives to maximize the shopping experience and traffic to the new site.
Solution
A multistage approach was adopted starting with 1,000 face to face street interviews with consumers in the catchments. As specific topics or issues emerged these were examined in later qualitative stages, mainly focus groups, so the client could observe feedback and gain the required insight first hand. For this project the interpretative expertise was from the consultancy group while the research team focused on the research design, data collection and reporting of the findings.
Results
The client has identified the shops and leading brands required, factors of importance to potential shoppers and initiatives to ensure the offering from the total shopping experience would exceed that of the competitive shopping centres. The resulting business plan was accepted.
Market for Energy Efficiency Products
Development of UK energy efficiency and alternative energy sector.
Business Challenge
To establish the consumer demand for products which improve energy efficiency in the home and / or provide alternative sources of energy.To identify the energy efficiency and alternative energy product areas of greatest interest and potential together with measures of propensity to consider and barriers to adoption.
Solution
500 online interviews each taking 25 minutes took place with home owners.
Results
The findings enabled the client to identify the opportunities in the energy market, select the product areas to champion and determine market development and product development strategies.
Evaluation of Sweets as Promotional Tools
Investigation into the use of print on sweets as a promotional vehicle.
Business Challenge
The client is a leading manufacturer of food products including a range of branded sweets. A new technology meant that it was possible to apply print to its sweets and it was considered this could be used as a vehicle for company promotions.
Solution
Telephone interviews took place with commercial and marketing individuals in the key sectors likely to have an interest in the proposition from give-aways such as in hotels through to merchandising and event based such as exhibitions.
Results
The proposition was well received but propensity to consider was low due to competitive solutions that are readily available at significantly lower costs. The client decided not to proceed.
Retail E-Commerce
Development of an E-commerce platform.
Business Challenge
Understand how business customers use the internet to research and make professional purchases.
Solution
400 online interviews with the senior buyers as identified and supplied by the client.
Results
The information was used to help develop a customer focused online presence and online channel strategy.
Restaurant Development
Attitudes of customers to a national restaurant chain.
Business Challenge
Understand the attitudes of customers and consumers in general to the restaurant chain, its food, service and image.
Solution
480 in situ interviews with diners throughout the UK plus 200 street intercept interviews in inner city and coastal locations. The restaurant interviews took 13 minutes and the street interviews 5 minutes to complete.
Results
The information enabled the client to establish attitudes and opinions of customers and consumers in general to its product offering and levels of service.
Due Diligence 2
Understand how and why consumers select and buy from particular shops.
Business Challenge
Consumers can purchase music CDs and film DVDs from a variety of sources including internet downloads. The long term purchasing intentions of consumers for CDS and DVDs was required to enable a well known high street retailer to develop its market position and long term strategy.
Solution
Street intercept interviews of 10 minutes each took place with 450 respondents in Manchester, Birmingham and Brighton.
Results
The findings enabled the client to identify the attitudes and opinions of consumers to its shops so that market positions and communication strategies could be developed and long-term investment plans established.
European Profile
European brand profiles
Business Challenge
To better represent its client, the agency required to understand the market perceptions of the brand profile of its client compared to all other leading manufacturers.
Solution
Telephone interviews took place with consumers in both the UK and Spain.
Results
The client brand profile and in particular the differences between the market perception and the client stated image was identified as well as the differences in the perception of image between the UK and Spain. The feedback provided the necessary information enable the agency to design an effective communications campaign to change consumer perceptions and brand positioning.
Global Awareness and Perceptions
Global awareness and image perceptions of a car leasing brand
Business Challenge
The company had gone through a number of name changes in recent years following company acquisitions plus it had established a presence in several new countries. Prior to starting a new advertising campaign the company required to identify the awareness and perceptions of its brand amongst corporate vehicle lease decision makers.
Solution
2600 telephone interviews took place using a 15 minute questionnaire in Austria, Australia, Belgium, France, Germany, Greece, Italy, Netherlands, Poland, Portugal, Spain, UK, Mexico.
Results
The survey provided a clear view on the global market awareness and brand perceptions enabling a new communications strategy to be developed.
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