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For us it is a stepping stone to understanding what to do to make a commercial difference.

What would you like to understand better about your customers? What would give you an edge? What would unlock more value? Research is not, and should never be, an end in itself. For us it is a stepping stone to understanding what to do to make a commercial difference; whether that’s improving customer conversion or retention rates, reducing acquisition costs, generating more sales revenues or prompting recommendation. Ignorance is never bliss. Our passion for understanding explains how we got into research in the first place. At Habit5 we help our clients understand why and know what needs to be done to improve things, move forward, be more successful. We work with our clients to build up understanding and act upon it across:-

  • Brand management
  • Communications development
  • Competitive intelligence
  • Concept testing
  • Customer experience
  • Customer usage & attitudes
  • Customer satisfaction
  • Employee engagement
  • Journey mapping
  • NPD
  • Pricing
  • Product testing

Whatever the focus we’ll always start by seeking to understand in depth and detail what the research is aiming to achieve, how the results will be used and by whom. You’d expect nothing less from us.

In Life Research

Wherever possible Habit5 conducts research when and where people might naturally be thinking about the research topic anyway. Maybe sat in front of their PC at home or in a coffee bar.

All too often in the past research fieldwork has been structured to abstract and distance people from their everyday lives, the way they naturally think and feel. Being in an unfamiliar room with seven people you’ve never met. Mysterious people on the other side of a one-way mirror. It can all conspire to put people on edge, over-think their answers and avoid saying anything spontaneous. Wherever possible Habit5 conducts research when and where people might naturally be thinking about the research topic anyway. Maybe sat in front of their PC at home or in a coffee bar as a break from shopping perhaps. Combining depth interviews with groups can often reveal the impact and influence of a social setting. The context in which quantitative research and surveys are conducted matters just as much and we take just as much care over it. Blending observation or ethnographic work with other methodologies can often add further richness and understanding of how people really behave in their daily lives. The next time you want to run some research bring it closer to the real world.

Mutual Understanding Measure

Habit5 has recently devised and introduced the Mutual Understanding Measure ™ (MUM). The first comparative brand survey in the UK to put Customer Understanding & Being Understood at the heart of things, as driving measures of Brand or Organisational health.

  • Establish how well your brand understands customer needs, relative to other leading brands in its sector and across markets
  • Explore how understanding influences customer propensity to be satisfied and recommend
  • Highlight customer needs that aren’t being met
  • Identify customer segments that feel the brand doesn’t understand them
  • Examine the profile of customers who have a good understanding of the brand and those that don’t
  • Discover which brand has registered the highest cumulative MUM score and the lowest
  • Run online
  • Questions are only asked of regular customers/users of a brand
  • Respondents only provide views on a maximum of three brands
  • All standard socio-demographic cross tabs are available
  • Core question set with opportunities for bespoke or customised versions
  • Recruited from the leading Access Panel provider in the UK

Mutual Understanding Measure Major High Street Banks
Get in touch to see a sample of the highly illuminating Mutual Understanding Measure ™ results data and findings. When it comes to customer understanding – MUM’s the word!