Accurately exploring, quantifying and measuring the customer experience.
Our specific market research techniques translate customer feedback into actionable insights that align with your business strategy, ensuring that the meaningful customer experiences you create directly impact your bottom line.
Understand your customers’ experience with your brand.
It’s easy to determine what’s not working – but finding out why, and what to do about it, is another matter entirely. Our market researchers uncover the ‘why’ behind customer behaviour, ensuring that you’re well informed and can deliver a considered and effective brand experience.
1. Identify and
Understand Your Market
Identify new business opportunities by exploring ever-evolving customer needs, expectations and behaviours through focus groups, in-depth interviews, online and telephonic surveys, and onsite intercepts.
2. Optimise Your
By measuring customer experience over time, we help you make changes that matter most to your business and your clients. We do this through customer journey papping, CX maturity evaluation, programme design, voice of customer, closed loop feedback and interaction measurement.
3. Launch the Right Campaign, Product or Service
Are you market ready? Early testing validates your rollout and marketing strategy and prevents hiccups down the line. Our approach includes taste testing, concept testing, co-creation sessions, ideation sessions, personas and archetypes, and content and messaging evaluations.
4. Understand the Competitive Landscape
Identity of your competitors’ strengths and weaknesses to build a strategy that will give you a competitive advantage. To do this, we use tactics such as mystery shopping, competitor ranking, brand tracking and immersions.
Gain deep insights and receive actionable recommendations that drive results. Partner with us to receive:
Direct Access to your desired audience
Anticipated consumer needs and expectations
Brand-specific consumer behaviour insights
Expert advice on clear strategies for the South African market
A keen focus on CX with every project
Actionable intelligence that directly impacts your bottom line
Custom reports with actionable, reliable and measurable insights.
What are the types of market research?
Primary research refers to obtaining firsthand data directly from customers through either qualitative or quantitative methods. Quantitative methods produce objective numerical big data showing broad trends and patterns and answers the “what” and is representative of your targeted audience’s opinion. Qualitative research is a more directional uses methodologies such as focus groups and interviews to understand the “why”.
Obtaining small data from market research efforts is key to creating actionable strategies to meet company goals and satisfy customers’ needs. Secondary research refers to conclusions drawn from analyzing publicly available records and reports. Results from primary and secondary data is analyzed and compared to draw conclusions and formulate an action plan.
What defines market research?
Companies need to adopt a continuous learning culture to continually meet changing customer needs and requirements. Gathering and analysis of market related data through quantitative and qualitative methods will helps define and understand your primary competitors; provide knowledge of trends within an industry; and identify information about what influences the purchase and behavioural decisions of your customers.
While big data coming out of quantitative measures provides a broad picture of trends, it is small data that presents insights that are accessible, understandable and actionable. Interact RDT methodologies provide our clients with small data benefits out of big data trends and qualitative measures.
How do you do market research?
You call Interact! Seriously, the broader the research the less tangible the results. It is important to make sure that you have well defined objectives and clear goals for what you want to use the research for before undergoing any market research initiatives.
The second step is to define your methodology and approach, and this is going to depend on a number of factors. Once that is selected, the audience from where you need insights needs to be defined, and your sample criteria established. This will differ depending on whether or not you use quantitative methodologies which require statistical relevance and is market representative, or qualitative methodologies which are more directional and provide the business with guidelines.
During the execution phase the insights you get will only be as good as the quality of information received. It is critical during this phase to continually monitor the responses you are getting, conduct quality assurance exercises and back check your responses.
Lastly conduct your analysis and present the outcome of the research. Very often these are just findings but to really create the magic the results need to provide strategic insights, add business value and inspires opportunity. Agile business will then pilot the recommendations or create an action plan to implement the learnings.
What is the purpose of market research?
Market research is really about understanding your customer’s world and your customer personas. Customer needs and expectations change constantly so companies need to have a continuous learning culture whereby they continually adapt their offering based on research findings to successfully meet customer needs. It is about being emotionally agile in your offering in order to accommodate the full human experience.
What are the benefits of market research?
While market research traditionally helps define and understand your direct and indirect competitors, industry trends, and purchase or behavioural influences within your customer personas, Interact RDT’s unique market research approach focuses on the benefits of ideation with consumers to guide product, service, and brand developments that are entrenched in the lives of your customers. As a result, the scope and usage of your offering is increased.
Ready to kick off your market research project?
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