Market research questions
Types of questions our research can help you answer:
- Advertising effectiveness
- Brand image, awareness and equity
- Customer segmentation
- Service quality and customer satisfaction
- Pricing
- Loyalty and customer retention
- Business-client relationship quality assessment
- Media
To learn more about our market research capabilities, or to speak with
one of our Senior Research staff about a specific query please
contact us.
Advertising effectiveness
- How does our advertising work?
- What should our ads look like?
- Which executions should we air?
- How much should we be spending on advertising?
- Does advertising have an immediate or lagged effect?
- How should we measure advertising effects?
Brand image, awareness and equity
- How are we perceived relative to other brands in the market?
- Which are we most like?
- What image attributes drive customer loyalty?
- What image attributes should we focus on in our advertising?
Customer segmentation
- What customer characteristics are related to differences in future buying behaviour?
- What customer segments exist?
Service quality and customer satisfaction
- Which aspects of our service delivery are most likely to affect buying behaviour?
- How are service perceptions evaluated when customers interact with the company in multiple ways (via telephone, face to face, the Internet, etc)?
- How does our service compare to other companies?
Pricing
- How many extra sales are generated by price discounting?
- What price level should we set for our brand?
- What is the price elasticity of our brand?
(note: scanner data is analysed to answer questions such as this)
Loyalty and customer retention
- What loyalty levels should we expect and are we achieving these targets?
- What are the drivers of loyalty?
- Who are our vulnerable customers and how can we identify them?
- Has our loyalty program increased loyal behaviour?
Business-client relationship quality assessment
- What are the most important components of a good business relationship?
- What can we do to improve the relationship with our customers?
- How many times should we contact our customers to achieve maximum returns?
- What is the ideal mix of contact methods?
Media
- How does advertising clutter affect the ability of viewers/listeners to remember advertising?
- Is targeted media more/less cost effective than mass media? How do we reach the light television viewer? And is it important to do so?
- How has media fragmentation affected the optimal placement of media?
- What is the role of very short advertisements (brand mentions and sponsorships) and product placement in a media plan?