Data collation, cross tabulation and charting |
Letting the results sing
In scripting surveys we agree with Clients’ which key dimensions should be used to cross tabulate the results against (e.g. socio-demographics, psychographics, media consumption, purchase behaviours, etc)
When the survey fieldwork ends, we:-
- Consolidate all of the data, sometimes across different waves
- Cross tabulate all of the results & code free format answers
- Understand statistical significance for each answer
- Chart the answers to all of the key questions in the most accessible way possible
Research analysis and interpretation |
Highlighting what really matters and why
Once the research findings have been charted we:
- Analyse the results
- Identify any unanticipated lines of investigation to explore further
- Examine the themes that emerge
- Contextualise what we have found with other published research data
- Compile the debrief presentation and write up the recommendations, prioritising these wherever possible
We are great believers in devoting at least as much time to interpreting and learning from the results, as went into scripting and building the Survey in the first place.
Our most senior and experienced researchers always conduct the interpretation and recommendation writing.
Deliverables | Interactive Debriefs
Accelerating progress from Insight2Impact
Highly qualified and motivated professionals
•To provide a more involving and engaging format than simply a standard ‘show and tell’ research debrief presentation
•Offering the opportunity for active participation by communications agency, and end Client personnel, alike
•Has the potential to open up clear opportunities for future communications development or refinement
•The aim of this session is to:
•rapidly and efficiently translate research evidence and insight into actions that shape: marketing planning, messaging & media choices and improve customer propositions by identifying enhancements that meet needs more effectively and/or efficiently
•answer in detail any questions arising from the research
•fully discuss the recommendations arising and how these should be prioritised
•explore alternative plans of action and how these might be implemented to maximum effect
Deliverables | Brand benchmarks
Primary research can provide the measures to direct marketing investment to where it is needed most
Whether through continuous tracking, waves or dips, conducting primary research can deliver key Dashboard metrics for: Brand Health, Customer Satisfaction, Employee Engagement or the Purchase Decision Journey.
Deliverables | Persona creation
Segment definition, sizing, profiling and pen portraits
We are experienced in creating rich and detailed consumer attitude and/or behaviour-driven Segment Personas, evidence-based from our own robust quantitative research data.
We distil the profiles that emerge from analysis for each segment, writing up and illustrating their life, outlook, habits and behaviours.
We would obviously work closely with partner Communications agencies on the design and copywriting of the Personas to ensure that they are as accessible, usable, memorable and
understandable, as possible
Deliverables | Market sizing and demand estimation
Drawing upon robust research evidence
We have recent experience of using primary and secondary research data, both independently and in combination, to:
•Size markets
•Estimate demand over agreed time horizons in the UK and US markets, for consumer and B2B products and services
Deliverables | Value calculations
Understanding the holistic benefit of a behaviour
In formulating public or social policy and sometimes within the commercial sphere too,
it can be important to build up an understanding of the total economic value of a given customer behaviour (e.g. a shopping trip on the high street on a given day) and potentially the softer or holistic benefits of this as well (e.g. physical exercise, social interaction, etc.).
We have recent relevant experience in: gathering the necessary data in research, analysing it, combining it where necessary with other published data, to arrive at detailed and robust, value calculations that can be used in strategic planning, PR, etc.
Deliverables | Infographics
Impactfully bringing research findings to life
Infographics based upon research findings can be used to support:-
•Press releases
•Social media posts
•Internal employee briefings
•Prospect registrations to download, etc
We can create infographics for your Client or you may wish to originate these yourself and in doing so, open up new revenue earning opportunities.
Deliverables | Thought leadership reports
Creating highly valued content
You decide how involved you would like us to be in the origination of white papers, reports, journal articles, etc based upon the research study findings and how much you want to create this yourselves and open up an associated revenue stream.
We can, if appropriate:-
•Provide a structure for the document
•Highlight the most relevant results, findings, insights, quotes or recommendations
•Copywrite the report or white paper
•Identify an agency partner to handle design
Deliverables | Know your customer training videos
Starring the customers themselves!
We can devise, recruit and conduct, face-to-face depth interviews with customers that can be filmed, edited and used within staff training sessions, as here for Mercedes-Benz.
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