need to understand your business and your aims before we can suggest
the correct programme of activity. Our DATA TOOLKIT includes…..
The first step is very often an obvious one. What do you already
know from the data that spins off from your day-to-day business
transactions? For example, will statistical modelling work on
past sales history provide some basic insights into price elasticity
before any consumer research is actually undertaken?
Qualitative or quantitative? Face-to-face interviews, self-completion
questionnaires, phone interviews, internet response, hall tests
or focus groups? What approach is best suited to your project?
Accompanied or observed? In person or on video? We need to look
at how people really shop, not just how they say they shop.
At the end of the day, if you cannot measure it in sales terms,
is it worth researching? Increasingly, we construct live sales
tests to measure what happens when product variables are changed
and then use research to ask why consumer behaviour has altered.
Much research money is wasted because it is spent in isolation. Any
research spend must be part of an ongoing programme of learning in order
to understand what makes consumers buy. As an example of this, our extensive
work in the magazine business has resulted in an overall model of how
magazine buying takes place… GO TO THE MAGAZINE