Segmentation, needs and buying-behaviour evidence drawn from primary fieldwork with customers and prospects.
We study how customers decide, what they value and how they differ, using quantitative surveys, discrete-choice exercises and in-depth interviews. Segmentation is built from observed behaviour and stated preference rather than assumption, and each segment is sized and profiled so it can be used directly in commercial planning. Fieldwork is conducted under documented sampling and consent protocols, with response data retained for verification.
The methods below are documented in every customer research engagement, so the findings can be checked and reproduced.
Quantitative surveys with representative or purposive sampling
Discrete-choice and conjoint exercises to measure trade-offs
In-depth interviews and moderated focus groups
Customer journey mapping from first contact to renewal
Segmentation validated against transaction or usage data where available
Deliverables are agreed at scoping. A typical engagement produces:
Customer Research is most often commissioned across these sectors, though the method travels well beyond them.
We specify the sampling frame and questionnaire, and field through accredited panel and fieldwork partners under our supervision; all quotas, weighting and quality checks are documented in the methods note.
Segment counts are set by the data, typically between four and seven for most commercial markets, and we report the statistical basis for the chosen solution rather than fixing a number in advance.
Where a client can share anonymised transaction or usage data under an appropriate agreement, we validate segments against actual behaviour rather than survey responses alone.
Bottom-up and top-down estimates of market value, volume and growth.
Structured analysis of competitors, positioning and market share.
In-depth studies of industry structure, drivers and outlook.
Feasibility, demand and regulatory assessment for new markets.
Perception, messaging and category-positioning studies.
Commercial due diligence and market evidence for investment.
Regulatory impact and market analysis for public decisions.
Tell us the decision you are trying to make. We will propose a scope, method and timeline, and be candid about what independent research can and cannot settle.