Research Approaches
Research doesn't necessarily need to be conducted among current customers. It can also be conducted among lost customers, potential customers, members, subscribers and more.
2Europe offer a range of methodologies to gather important insight from stakeholders. These can be conducted in a hybrid methodology to provide a range of insights and depths of information or in a more traditional manner.
Whatever your quantitative needs we offer a range of different approaches:
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Online surveys (CAWI) among global panels and among client lists e.g. customers, prospects - where there are suitable permissions and agreements in place to allow us to contact these people
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Telephone interviews (CATI) to allow for effective screening and interviewer-led conversation
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Face-to-face surveys (CAPI) via tablet, pen & paper, store exits, street intercepts and more
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Hall tests with high turnover of respondents assessing stimuli and products
We conduct a wide range of quantitative research projects, with the objective of providing critical understanding of stakeholders.
Quantitative studies are best utilised:
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When seeking robust, measurable and statistical feedback
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When looking to make key business decisions and robust data needs to be scrutinised
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When understanding a topic at a high-level before committing to a more extensive project.
Businesses which have strong and statistical measurement of a topic, can feel confident their business decisions are being made on robust and reliable insights - not hunches.
Quantitative Research
Whatever your qualitative needs we offer a range of different approaches both online and offline:
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In-depth interviews (IDIs) via face-to-face, online or telephone (TIDIs)
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Focus Groups (FG) face-to-face in venue or online via webcam platforms
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Community/bulletin boards conducted asynchronously to allow for longer-term studies and convenient participant interaction
We will explain the benefits of offline and online approaches in relation to you objectives and aims. We offer a flexible approach which can utilise a mix of approaches to match budgets, as well as objectives.
Qualitative research is best utilised:
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When you require a detailed exploration of subject to help inform the next steps of a project
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When looking to test a hypotheses and understand attitudes and feelings towards a topic
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For topics which are personal, business critical or otherwise sensitive in nature
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For creative projects, where participants collaborate to achieve broad consensus on issues and opportunities.
Businesses which have an understanding of their target audience’s reasoning and behaviour will succeed, because this allows them to differentiate or target their solutions effectively.
Qualitative Research
Secondary research (also referred to as Desk research) is an invaluable tool in gathering available information from a wide range of sources, and leveraging that information for specific purposes.
It can also be a useful tool in supplementing primary research and filling in knowledge gaps.
Secondary research is excellent at generating insight on:
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Market sizing and attractiveness
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Market entry / exit decisions
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Competitor landscape and company profiles
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Company/competitor information
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Routes to market
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Legislation
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Regional comparisons
Secondary research can be used for small projects to further understand a topic - and can be used in conjunction with primary research to ensure we gather a comprehensive understanding of that market/sector.
A range of approaches can be taken, from formal academic solutions such as SWOT and PESTLE Analysis, through to literature assessments of company reports, industry publications and scientific journals.
Secondary / Desk Research
Understanding how customers and prospects perceive your offers, use your website, visit your stores and interact with staff is essential to ensuring they receive a positive experience and continue doing business with you.
It is also important to ensure that staff approaches and processes are adhered to - either to maintain a consistent brand and business approach, or to abide by industry regulations and rules.
Mystery shopping can be used for all these purposes and should not be pigeon-holed as a consumer shopping exercise. Using professional researchers and shoppers, we can go through a typical enquiry, following a detailed sales process and assess how your staff and touchpoints perform e.g. Are they cross-selling as intended? Are they conveying all information and terms to the customer at the right time? Does the call centre remedy all customer issues in an acceptable amount of time? etc.
Mystery shopping and compliance assessment can be conducted in-person, via website, via app, via telephone and even via digital communication. We have the resources and know-how to explore processes and make recommendations on how to improve the customer experience.
Mystery Shopping & Compliance
What is CX and UX?
Customer experience (CX) is the way a customer perceives a relationship with a brand or organisation, incorporating everything from first impressions and reputation to becoming a customer and making repeat purchases.
User experience (UX) describes an end-user’s thoughts, feelings and impressions when they go through a specific interaction. In contrast to CX, it usually refers to self-contained, stand-alone tasks and environments such as filling and submitting a form, buying an item or setting up an electronic device.
2Europe can assist in both these areas, testing out how customers and users interact with your services and products.
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Want to understanding why customer onboarding via the app is not proving as successful as hoped?
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Want to understand why customer attrition is so high in month 2-4 of a new service?
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Why have complaints been increasing in the last quarter?
Our research can explore and understand why this is happening and identify how to remedy the experience and improve customer interactions.
