Customers: research


Creating effective segments based on what matters most to your customers and your market.

We provide compelling pen portraits of your customers, and what distinguishes them from each other across attitudes motivations and behaviours. We use a blend of qualitative and quantitative research techniques to discover the key segments, and provide you with a set of tools to ensure the wider business understand who is most important to the organisation - the customers. We do this through a blend of presentation, videos and workshops with stakeholders.


case study

Segmentation: Entertainment

The problem

An entertainment client came to us looking to better understand the behaviours and patterns of it’s customer base. Growing rapidly, and as one of the largest franchises in their market, the client was looking for an approach to segmentation that would inform their business intelligence and marketing communications.

The solution

With no CRM strategy in place, we worked closely with the client to develop a clearer understanding of their customers, understand what drives repeat visit and advocacy qualitative and qualitative analysis of loyalty, and help build a segmentation and communication strategy to create positive customer behaviours, that could be implemented across the organisation.


Case study

Customer Research: B2B

The Problem

In summer 2016, we were approached exploratory research on behalf of a consumer electronics manufacturer in support of a strategic business case. The client wanted to explore whether there was an opportunity targeting SME owners with a direct B2B offering. The research we undertook informed the development of strategic business case for the global leadership team by identifying the market opportunity.

The Solution

We were responsible for the full project from research project from design, implementation, analysis and delivery. To deliver the project we worked in partnership with the client’s incumbent marketing agency throughout, managing multiple stakeholders along the way.

In terms of methodology, the project was conducted in 3 phases.

  • Phase 1- Qualitative exploratory research.
    In this phase we undertook qualitative research to explore the needs motivations and habits of the target users. Firstly we developed the discussion guide in consultation of our client and undertook one-to-one depth interviews with a sample that represented the core target audience.
    A key area of the target audience interviews was to identify user cases for the B2B proposition. To create meaningful insights, during the interviews our researchers used laddering techniques to better understand to identify the themes that matter most to the users.
    For analysis we transcribed the interviews and coding up the factors that define the users needs within the market. At the end of phase 1 we produced an interim report outlining the findings for the client for input and approval. The themes identified in phase 1 informed the themes for phase 2.
  • Phase 2 - Quantitative Descriptive Research
    The second phase of the research was used to quantify the existence of user habits and motivations, within the population of interest define user segments. Informed, in part by the findings in phase 1 we developed an online quantitative survey and sampled a representative sample through a 3rd party access panel.
  • Phase 3 - Quantitative Descriptive Research
    The 3rd phase of the project was to identify key persona types, against which the client could start to develop the service design. To do so, we undertook cluster analysis on the factors identified in the previous research phases to create meaningful personas. These persona templates were used to create experience principles that inform the development of the service that goes to market.

Loyalty Research & Strategy

When you ask customers to define loyalty they define it in emotional anecdotes. The relationship between brand and audience is often bound by softer metrics such as trust, likability and consistency, not points and prizes. To stimulate customer loyalty for your own business, start by understanding what really drives loyalty, in the first place.


Case study

Loyalty Research: B2B Health & Beauty

The Problem

Our client was losing market share due to the threat of new market entrants and heavy marketing spend from one of their largest competitors. As a result they were seeing that many of their own clients were switching. They wanted to understand how to stem the flow of customer churn and stimulate loyalty.

The Solution

With the market growing and evolving rapidly, it was key to understand the dynamics of the market. We embarked on a two-phased research project in the UK, to understand the factors that influence decision making for our clients own customers with qualitative and quantitative research.

Much better than the usual marketing bulls**t.
— Head of Sales & Marketing