Market research

Group Meetings to test new product launches

The client is one of the main banking groups in Spain. Its leading market position is due, among other reasons, to its commercial dynamism and commitment to launching innovative products and services.
For this client, we have carried out many qualitative research projects consisting of Group Meetings to test the concept of new products, identify the most outstanding attributes and rank them according to their importance for the customers, test advertising messages and communication media, in order to finally propose improvements to product design and communication in order to make the product more attractive to potential customers.

In-depth interviews to characterise purchasing processes

Our client is an electric power company that, apart from selling energy, offers what it describes as Value Added Services (VAS). These products and services help customers save and consume energy more efficiently.
Since the targeted customer segment in this project were SMEs, we recommended the use of in-depth interviews as the most appropriate qualitative research methodology. We interviewed Purchasing/Financial Managers of the selected companies, characterising the consumption opportunities for each VAS, describing the buying process for each service, and identifying the participants in this process, both the company and third parties. The research results were used to draw up the client's marketing channels strategy.

Telephone interviews to estimate potential demand for new services

In this case, the client was a multinational company that distributes financial services from third parties.
Within a broader project geared to diversifying the company's business, and after an initial qualitative phase in which we identified products that might interest the company's existing customers, we carried out a telemarketing exercise to assess potential demand for new products identified among the target public. This exercise allowed the company to prioritise the products it was worthwhile launching and discard those with lower demand.

Personal surveys to determine newspaper reading habits

The client is a regional newspaper belonging to one of the top three communications groups in Spain. This newspaper was only launched recently and is trying to "position itself" in the market, displacing the leading newspaper in the region.
After an initial qualitative phase, this research aimed to identify the main values that differentiate the newspaper from its main competitor and give it its specific personality, understand customer and non-customer demands in terms of contents, structure and design and, in short, identify ways of improving the newspaper's image, quality, news format, promotional offer and other relevant aspects of the newspaper for the target public.

Mistery shopping actions to gauge service quality

In this project, we worked for a services company with a network of more than 5,000 shops for distributing its services.
This annual exercise includes the following activities:

• Mystery shopping actions on a sample of own stores, evaluating aspects such as the physical store characteristics, knowledge of the service, commercial attitude of staff and quality of service rendered to customers
• Mystery shopping actions on competing stores near the client's outlets, measuring the same variables to make the appropriate comparisons