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Website evaluation (recruitment)
Recruitment of a an Analytical Instrument company’s website users, to gain their opinions on the new website and establishing their requirements
Business Challenge
Gain an understanding of the needs of the current and prospective user , assess the relevance of future content and functionality and establish opinions on the current website
Solution
22 in depth telephone interviews with users in the UK, USA and China, conducted by the client (except China, where we conducted interviews)
Results
Recruitment was successful and Chinese interviews conducted successfully
IT Students/Staff at Technical institutions
Opinions of students and staff on IT certifications
Business Challenge
Understand the habits, practices, and needs of individuals attending technical institutions with the goal to find a career in the technology space
Solution
Focus groups of students and staff at technical IT institutions
Results
Groups recruited for and deemed successful by client
Lancashire ICT Skill Requirements
Enable higher and further education establishments to establish ICT training and development courses to meet the needs of digital industries in Lancashire.
Business Challenge
Identify the ICT skill needs in Lancashire to enable HE/FE and other organisations to develop and deliver appropriate and effective education and training solutions to develop the ICT skills required in the region.
Solution
Telephone interviews took place with those who employ IT professionals in Lancashire. 100 interviews with employers involved it eh digital industries plus a further 50 with organisations who carry out their own IT development activities. Interviews took about 20 minutes each and were mainly with IT, HR and training directors/managers.
Results
Survey clearly identified the scope for training skills necessary for personnel to meet the digital development needs of industry.
SAS, SPSS and R Skill Jobs
Establish opportunities for SAS and SPSS skills
Business Challenge
Identify the job opportunities in the UK for those with SAS, SPSS or R Skills.
Solution
Comprehensive desk research survey using mainly online sources and supplemented by primary telephone interviews with leading ICT recruitment agencies.
Results
Established the scope of job roles from graduate to experienced levels for both analytical and IT support. Also identified the balance of contract versus permanent vacancies for UK jobs plus overseas jobs advertised in the UK.
Introduction of an IT Academy
Establish the needs of IT professionals from a new Academy to develop IT skills
Business Challenge
Establish an Academy to ensure the UK develops the ICT skills necessary to compete in the digital economies.
Solution
4 focus groups took place in London with ICT professionals of varying age and qualifications/experience.
Results
The findings provided a clear direction on the basic training and continued professional development requirements of IT professionals to ensure they become involved with the Academy and it becomes a commercial success.
Multi function printer preferences
Attitudes to a new MFP introduction
Business Challenge
A previous printer launch had failed to meet target sales. A new MFP based on the same printer engine was to be introduced and research was required to identify the factors necessary to ensure a successful European launch.
Solution
90 telephone depth interviews took place with VARs, resellers and IT dealers in the UK, France and Germany. Half the sample was sales channels of the client and the remainder those of competitors.
Results
The results enabled the product features and benefits of greatest impact to be identified as well as the areas of service and support necessary to secure an enthusiastic response from sales channels.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Development of the Network Security Market
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.
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.
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.
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.
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.
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.
Introduction of a New Online Diagnostic Solution for Hospital Doctors in Italy
Establish attitudes to an online diagnostic solution for hospital doctors.
Business Challenge
To introduce and evaluate an online diagnostic solution for use by GPs and Hospital Doctors
Solution
About 100 Italian Hospital doctors were contacted by phone and recruited for a one month trial with an online diagnostic solution. After the one month trial the Doctors were contacted again to establish attitudes and opinions of the solution and identify suitability for the Italian market
Results
The findings we used by the business development team to establish the country entry strategy
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.
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.
Evaluate Services to Improve Production Assets
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 took 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.
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.
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.
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.
Perceptions of PR Agency
Awareness and opinions of the agency amongst its target audience.
Business Challenge
Establish the awareness and opinions of the agency amongst PR decision makers in technology organisations in Europe.
Solution
10 minute CATI survey with 100 PR managers in technology organisations.
Results
The findings enabled the agency to establish its future communications strategy.
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