Customer research

Find out what’s loved about your company. Change what isn’t.

Do you know what your customers really want? Are you aware of what they really think of you?

Meeting customer needs is what business is all about. Competitive advantage comes through gaining insight into what drives people to buy and why they might – or might not - choose you to buy from. You need to know if your current customers are happy – what they like about your company and what they don’t - and whether potential clients find your brand attractive.

You may think you know all this already. You understand your business, talk regularly to your customers and get useful feedback from your Facebook, Twitter, Glassdoor or TripAdvisor accounts. But actually, social media doesn’t quite cut it in research terms, since only really happy or unhappy customers tend to post. And we all know that British people rarely mention niggles to your face. They’ll just tell others. In detail.

For your organisation to thrive you need objective insights into how you’re perceived by all customers, not just the ones with a point to make. Armed with the facts you can alter what people dislike, improve products or services that please them, replace what’s missing and develop new ideas. As importantly, you’ll also enhance your bottom line and create enthusiastic brand ambassadors who’ll tell the world how great it is to buy from you.

At Vocal Research we can talk to your customers and potential customers on your behalf to find out what’s really on their minds. Using qualitative (in-depth research with small numbers of selected participants) and quantitative (structured questions asked of many people) methods, we will identify the key changes you need to make to your offer in order to increase sales, customer satisfaction and profits.

What does it look like?

  • Feedback surveys – what’s good, bad and missing. Can be either on-going/per transaction (e.g. for restaurants or retailers) or periodic (e.g. annual customer surveys for professional services firms)
  • Focus groups or interviews with existing and potential customers to assess perceptions, experiences and unmet needs in depth
  • Online communities – current or potential customers acting as your research and development team.