Market & Competitor Research
Size, demand, competitors and gaps in a market, before you invest.
Marketing & Strategy
Customer Research & Segmentation
Understand who buys, why they choose and what stops them.
We talk to your customers and to the ones you lost, map how they decide, and turn it into direction for your offer, message and sales.
Who it is for
- Sales are slower than the effort behind them
- You sell to companies and several people share the decision
- Customers say they like you but buy elsewhere
- A new idea or offer needs testing before launch
- A rebrand or launch is coming and the audience needs defining first
How we work
- 01
Listen
Interviews with customers, lost customers and your sales team. We agree the list and the questions with you first.
- 02
Map
How people find you, compare, decide and come back, and who influences the decision.
- 03
Segment and test
We group customers by need and value, then test ideas or offers with the segments that matter most, in interviews or quantitative tests.
- 04
Act
We present what to change in the offer, message, channels and sales material, and review it with you.
What we need from you
- Lists of current and lost customers, with permission to contact them
- Time with your sales and customer service teams
- Customer records, sales data or past surveys you have
Not included in this service
- Market size, demand and competitor research Available as its own service
- Writing new brand messages from the findings Available as its own service
Quantities, formats, timing and review rounds are set for each project and written into the scope before work starts.
What it covers
- Customer interviews
- Needs and behaviour analysis
- Segmentation
- Evidence-based personas
- Buying-decision map: who needs, compares and approves
- Customer journey
- Win and loss reasons
- Idea and offer testing, through interviews or quantitative concept tests
- Brand image and strength measurement, once or as periodic tracking
What you receive
- Customer segments and evidence-based personas
- Customer journey and buying-decision maps
- Win and loss findings, and results of idea or offer tests
- Brand image results, and the change between tracking rounds when tracking is included
- Recommendations for the offer, message, channels and sales material
What we work toward
One picture of the customer that marketing and sales both use. Testing an idea lowers the risk of a launch; it does not predict sales.
Questions before you decide
How many customers do you interview?
It depends on how many segments matter and how different they are. In the Gulf especially, customers can differ by city, nationality and language, and each group that matters needs its own voices. We agree the number with you before interviews start, and say plainly what that sample can and cannot show.
Do you research business buyers too?
Yes. For companies that sell to companies, we map the buying decision: who needs it, who compares, who approves, and what each one worries about.
Works well with
Brand Strategy & Positioning
Position, value proposition, brand architecture and rebrand direction.
Marketing, Brand & Customer Experience Audits
An honest review of your brand, marketing and customer experience today.
Insights on this service
All insightsWant to know why customers really choose you?
Tell us who you sell to and where deals get stuck. We will suggest how to find out.