We Use Market Research To Explore, Quantify and Measure The Customer Experience


Our market research techniques translate customer feedback into actionable insights that drive business strategy and ensure you create meaningful customer experiences that directly impact your bottom line.

Speak to us & get clear, actionable insights for your business.

Gain A Deep Understanding Of Your Customers And Their Experience With Your Brand

It’s easy to know what’s not working. It’s harder to find out why and what to do about it. Interact’s market researchers uncover the “why” behind your customers’ behaviour and ensures that you’re equipped with the “what” in terms of what to do about it. With this information, you can deliver a brand experience that not only meets customer needs, but anticipates them.


Identify and Understand Your Market

Be confident in knowing what your customers really need by exploring their behaviours, mindsets and expectations. Our unique research techniques help you identify new opportunities for your business, ensuring you are constantly aligned with changes in customer expectations.


Our Favoured Approaches:

  • Focus Groups
  • In-Depth Interviews
  • Online Surveys
  • Telephonic Surveys
  • Onsite Intercepts

Optimise Your Customer Experience

We measure customer experience over time to help you make the changes that matter the most to your customers. This ensures that you achieve your business objectives.


Our Favoured Approaches:

  • Customer Journey Mapping
  • Customer Experience Maturity Evaluation
  • CX Programme Design
  • Voice of Customer
  • Closed Loop Feedback
  • Interaction Measurement

Launch The Right Campaign, Product or Service

Are you market-ready? Early testing with customers validates product direction and avoids rollout disasters. You will also have the opportunity to test your marketing and communications before it comes time to launch to the public.


Our Favoured Approaches:

  • Taste Testing
  • Concept Testing
  • Co-Creation Sessions
  • Ideation Sessions
  • Personas & Archetypes
  • Content & Messaging Evaluations

Understand The Competitive Landscape

Identify your competitors’ strengths and weaknesses in order to clearly define strategic opportunities that will give you a competitive advantage.


Our Favoured Approaches:

  • Mystery Shopping
  • Competitor Ranking
  • Brand Tracking
  • Immersions

Get customer insights that you didn’t know before, as well as recommendations that are clear, actionable and results-driven; regardless of the makeup of your research project or where you are in its lifecycle.

The Benefits Of Working With Interact

Direct access to your desired audience with the specified demographics.

Anticipate your consumer needs and expectations.

Gain invaluable consumer behaviour insights related to your brand.

Expert advice on a clear strategy for the South African market.


Clear focus on customer experience is incorporated in all of our work.

Actionable intelligence that directly impacts your bottom line.


SAMRA member.

Custom reports with actionable, reliable and measurable insights.

Frequently Asked Questions

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.

Clients That Have Conducted

Market Research Projects With Us

Let’s Get You The Clear And Actionable Insights You Need.

Like We Have For Our Other Clients

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Interact RDT