Customer research is about gaining a deeper understanding of your customers in many different dimensions.
Many clients come to us thinking they already know who the customers are, to later discover there was still much to learn about them. If you have not done research with the intention to understand your customers, much of the knowledge across the organization is likely to be anecdotal. Sometimes the research confirms the general anecdotal information gathered by key groups inside the organization, but more often than not, long-held-beliefs are put to questions and new insights about the customers emerge from the research.
Having a deep knowledge of your customers’ needs, motivations, attitudes, behavior, and use of competing alternatives can help companies to develop strong customer retention strategies, increase revenues and reduce cost by creating products customers want and dedicate company resources where it matters.
Customer research, may or may not include segmentation analysis, although it often does. The scope of customer research depends on the business objectives behind the research. It can be very general or very specific.
We may use a combination of qualitative and quantitative research, or just one of the two. It will depend on the research objectives.
Quantitative research is often based on survey methodology or transactional data.
Relevant Insights can recruit qualified 2C and B2B participants through our sample provider partners for both qualitative and quantitative research. Relevant Insights can also recruit participants from your customer database and will implement procedures to protect any identifiable personal information.
As an alternative, you may also recruit directly from your own customer database if data privacy restrictions don’t allow for customer data sharing. In these cases, we will provide the necessary data collection tools or work with your data collection tools (i.e., survey tools) if the data is required to stay in the account.
After discussions with you, we determine the sample parameters and assist in developing screeners. We also manage participant incentives.
In Customer Research, we often try to understand customers in a series of metrics related to their needs, motivations, attitudes, and behaviors, which are customized for each client’s business and industry.
If a segmentation analysis is included, the segment profiles will also depend on the product category and industry, and the scope of the segmentation. If there is interest in developing Personas from the segment profiles, more qualitative and granular information needs to be collected.
Four to eight weeks for qualitative research.
Six to eight weeks for quantitative research.
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