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Evaluation of current a hotel business account
Evaluate awareness of current business account features and the reception to new account benefits
Business Challenge
Test attitudes to changes in the current business account product for business users stopping at hotels amongst customers and lapsed customers of the business account
Solution
1,524 online survey interviews of 15 minutes each of current business account users, lapsed users and non-users
Results
The current business account product is perceived to be beneficial to users, and the communication of the benefits needs to be improved, so that users are fully aware of the perks
Potential for oil sales
Oil market shares
Business Challenge
Establish the relative market shares of oil used by mechanics in the UK and Poland.
Solution
300 telephone interviews with mechanics in the UK and Poland.
Results
Clear identification of the relative market position of the client with analysis of sectors having low market penetration.
Store evaluations
Establish awareness and impact of in-store promotions
Business Challenge
Identify how customers browse stores of a well known UK pharmacy and the impact in-store promotions have on their purchase activity.
Solution
105 F2F store exit interviews plus 25 accompanied shops took place with pharmacy customers at 3 stores using a questionnaire which took about 15 minutes to complete. Accompanied shops used observation techniques to map visitor journeys and note impact of promotional messages.
Results
Findings were used to establish a new strategy for promotional messages both in-store and in the shop-front windows to maximize the impact of increased sales opportunities from customer visits.
Supermarket buying behavior
Reasons for fresh meat and fish selections
Business Challenge
Investigate why some higher social level customers at supermarkets prefer to use the fresh meat and fish counters in stores, rather than selecting pre-packaged foods.
Solution
100 CATI interviews with A and B social profiles of customers to a well known top end supermarket group.
Results
Clearly established the reasons for choice of fresh produce enabling a strategy to be developed to encourage other A, B, C1 customers to consider fresh fish and meat.
University Placements
Determine demand for university placements and understand reasons for choices
Business Challenge
Attitudes of mature students and sixth formers to university choices with attitudes towards particular universities and residential placements versus parental home locations
Solution
5 focus groups with sixth formers in different locations and mature students in different age groups.
Results
Enabled a targeted communications strategy to be developed to attract students to a particular university.
Power Tool Evaluation
Attitudes to a known tool manufacturer introducing a range of power tools.
Business Challenge
Identify the attitudes of European trades people to the introduction of a new range of Power Tools for a known manufacturer normally associated with professional hand tools.
Solution
2 focus groups followed by 100 CATI with professional trades people in the UK, Belgium, Czech Republic, France, Germany, Italy, Netherlands, Poland, Spain and Turkey
Results
The findings enabled the product range to be finalized and the communication messages necessary to develop the launch marketing communications campaign.
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.
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.
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.
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.
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.
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.
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
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.
Investor Attitudes to DTI Regulations
Awareness and attitudes of institutional investors to new regulations from the DTI.
Business Challenge
The DTI gave 6 months notice for the introduction of new regulations concerning the content of annual reports for publicly quoted companies. The client required to know if the market was aware of and understood the impact of the changes.
Solution
A number of executive telephone depth interviews took place with fund managers, analysts and institutional investors
Results
Market awareness of the implications was very low. The client has taken the feedback and used the findings for a PR campaign to raise awareness and has also generated credibility as a knowledge expert on the DTI initiatives.
Awareness of Stock Market Index Providers
Awareness and usage of stock market listings.
Business Challenge
Identify the awareness, use and attitudes to stock market indexes and index providers.
Solution
A global tracking survey amongst users of financial indices, e.g., fund managers, investment banks, major company pensions, actuarial consultants, brokers. 500 interviews of 10 minutes in duration by CATI in UK, rest of Europe, North America, Asia.
Results
The findings are used annually to enable the client to position themselves as knowledge experts regarding the stock market.
Qualitative Development of a New Online Car Insurance Proposition
Development of marketing communications for a new online car insurance aggregator.
Business Challenge
Provide information to identify consumer attitudes and opinions to aggregator based reverse auctions for motor insurance. Identify consumer opinions and preferences for strap lines and creative artwork.
Solution
Focus groups took place in the UK with different genders and SOCs. interactive workshops within groups developed strap lines and creative material.
Results
Clear direction was gained for strap lines, positioning, brochure image and web site appearance.
Construction Site Safety Evaluation
Attitudes of the construction industry to safety on building sites.
Business Challenge
Identify the attitudes of site supervisors and construction managers to safety on building sites and determine attitudes towards and use of decking as a safety measure.
Solution
100 CATI interviews with the largest and medium size builders in the UK.
Results
Findings were used to develop PR material for the construction press.
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.
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.
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.
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.
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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