Customer Research

The strategic customer and market analysis aims at producing solid, in-depth knowledge for your new strategy.

The research will map all areas that are of importance for choosing the right strategy i.e. communications, marketing, sales efforts, service and product range and development both for now and in the future and in relation to your competitors.

Having this knowledge, is the best way for you to choose and carry out a successful strategy

The SWOT analysis is an efficient tool for assessing a company’s situation internally. But are your focus areas in the SWOT analysis based on knowledge or assumptions concerning your strong and weak points compared to your competitors? Or regarding the most urgent threats that you need to address quickly?

The knowledge based SWOT analysis gives you the answers to the most crucial questions. It is based on facts so you can choose the battles that are worth fighting.

A segment analysis looks at what segments that are the most clear-cut for your products or services – not only according to demographics such as trade, location, employees etc., but also regarding the attitude that characterises the interested ones and those who are definitely not.

Having such knowledge enables you to focus on sale, communications and marketing thus avoiding wasting time on the ones who are not interested anyway.

Customer satisfaction surveys have become very popular. A lot of companies conduct them and this has resulted in customers getting fed up answering the questions.

This means that it is only the most satisfied customers who take the time to reply because they want to help you. This results in overly positive scores that you cannot really use for anything other than padding yourself on the back.

Our customer surveys take this dilemma into account and deliver a result which does not only reflect that people want to be nice to you, but get to the core of what you are good at and where you need to improve.

Whether you are about to launch a new product or service or just want to get to know your market and customers a little better, market research is an important tool.

Our approach is to combine what we already know with desk research and in-depth customer research which gather knowledge about present, previous and potential customers and their level of product knowledge and attitude towards your product which will influence their choice.

Knowing these things, you can adjust your market efforts and enhance the effect.

You can use impact measurement for a lot of things. We use it to uncover the results of your focus areas that you cannot see off hand. This could answer questions such as:

• Which of our ongoing activities and focus areas have the highest impact?
• Which are most important for the future?
• Which can be cancelled because they do not generate anything?
• Which should be changed and how?
• Which impact did our campaign targeting new customers have on the existing ones?

Impact measurement is an effective tool for enhancing the effect of your focus areas and to pin point which activities you can cut out.

Campaign testing is an efficient tool you can use to see if your campaign has actually had an impact.

The challenge with the traditional method is that it often only shows brand awareness before and after the campaign and not whether the target for the campaign has been met.

This is why we incorporate a pre-screening that not only looks at whether you can expect a positive result, but also what you can do to optimise it.

You may have experienced that many customer meetings are a waste of time. And you might have thought about whether this could have been avoided or at least be minimized.

A pre-qualification analysis uncovers your potential customers’ situation and circumstances that are decisive for whether they are genuinely interested in your company, your products and services.

Our starting point for the analysis is obviously demographic, but the more crucial factors are often to be found elsewhere i.e. in personal relations, personal attitude and level of knowledge about your product.

When you obtain such knowledge, you can avoid meetings that are irrelevant and ensure an efficient approach to new customers.

If you use telemarketing to obtain meetings with new customers, it would be an advantage to combine it with a customer survey.

By doing that, you will get more use out of the effort that, apart from getting you meetings, also will give you valuable knowledge about the ones who decline to meet you.

The purpose of the call – to book a meeting – obviously puts a limit to what you can ask about and how many questions you can get answered, but if it is carefully managed, you can get the answers to the questions that are important for your future strategy.