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Hospital theatre products customer satisfaction study
Study into awareness and satisfaction of different brands of hospital drapes and gowns throughout Europe
Business Challenge
Understand the UK, France, Germany, Italy and Scandinavian markets, and particular gain insights from buyers and users of theatre products
Solution
1,125 CATI interviews of users (theatre staff) and buyers (hospital managers, procurement) with even spread among the 5 European areas
Results
SPSS file supplied to client
European floor finish market
Investigation into the current floor finish market in Europe for potential market entry of new finishing product
Business Challenge
Identify market structure, market size, key players and reception to a product suggestion across Europe
Solution
Desk research to understand key players in the market and the structure of the market, and then 490 CATI interviews of contractors, sales channels and end users of floor finish chemicals
Results
Multiple products used throughout Europe on different floor types, with no single brand controlling the market. Client’s proposition is deemed interesting and 30%R would switch to it if available
Evaluation of safety eyewear
Test attitudes to a new design of safety eyewear.
Business Challenge
Understand the purchase decision tree. Establish whether H&S managers and/or end-users can distinguish between safety eyewear and high-end designer sunglasses.
Solution
66 hall test interviews of 10 minutes each took place at a specialist exhibition for H&S Manager at Sandown Park.
Results
The findings identified the factors of importance to DMs when selecting safety eyewear for employees, established reasons why employees do not sometimes comply with regulations for using safety eyewear, provided a basis of differentiation against other safety eyewear brands and designer sunglasses. Provided the basis for a PR campaign.
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.
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.
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.
Trade Association
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.
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.
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.
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.
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.
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.
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.
Corporate Requirements From Telecoms Providers
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.
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.
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.
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 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.
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.
Motor Insurance Brand Position
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.
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 Financial Providers Amongst the Legal Profession
Awareness and image perceptions of a specialist insurance and investment provider to the legal profession.
Business Challenge
Client wished to establish the awareness and perception of its brand amongst lawyers in a test of the West Midlands as well as identify which promotional initiatives had the greatest impact.
Solution
CATI survey comprising 300 interviews with partners, associates and trainee solicitors in 8 towns in the West Midlands. Each interview took 15 minutes to complete.
Results
Clear feedback was given to judge the effectiveness of the marketing communication initiatives and decide the future campaigns together with benchmarks for future awareness expectations.
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.
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.
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.
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.
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.
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.
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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