Quantitative Research

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Telephone, online and face-to-face methodologies for quantifying the needs, preferences and behaviours of B2B and B2C audiences. 

What methodologies do we offer?

Whatever your quantitative needs we offer a range of different approaches:

Online quantitative:

  • Online surveys (CAWI) among global panels

  • Online surveys (CAWI) among client lists e.g. customers, prospects - where there are suitable permissions and agreements in place to allow us to contact these people

 

Offline quantitative:

  • Telephone interviews (CATI), including sharing of stimuli for use during the interview

  • Face-to-face surveys (PAPI, CAPI), via pen & paper, tablet, mobile, store exits, in-street etc.

  • Hall tests, with high turnover of respondents assessing stimuli and products

 

We also undertake mixed methodology studies where qualitative and quantitative research approaches are combined within a single project – to enable us to take the results and recommendations much further.
 

Why should it be considered?

We conduct a wide range of quantitative research projects, with the objective of providing critical understanding of customers, prospects, lapsed customers, markets, industry sectors, products, services, competitors, supply chains and brands.


The outputs from these studies provide clients with the robust insight required to make informed business decisions, and the next step in their campaign, project or strategy.

 

Quantitative research is undertaken for a number of reasons, the most common of which are listed below - however, all projects are treated in a bespoke manner and are tailored to client needs; not shoe-horned into a classic approach.
 

Typical research areas:

Key Driver Analysis - 

  • Key Driver Analysis is often used to further understand what drives consumers to research, consider and purchase a product or service.

  • By exploring which aspects of a product or service will fundamentally impact sales and the success of a brand/product/service, clients can development their messaging in a way that emphasises those features, and avoids focusing on features which have little or no impact.

  • For example, Key Driver Analysis could be used to answer the following:

    • If we increase brand loyalty and trusts by 10%, what impact will it have on the customer’s likelihood of purchasing?

    • Is there a correlation between satisfaction with the next-day delivery service and the likelihood of recommending the company to others?

  • Key driver analysis can also be used internally, to improve processes linked to performance and profitability.

  • The typical approaches adopted here are quantitative, as it ensures there is robust data on which to draw valid and informed conclusions. 

Usage and Attitude - 

  • A Usage and Attitude (U&A) study is undertaken to obtain key information about the relationship between a customer/consumer and a brand. 

  • U&A studies are conducted with a representative sample of the typical target audience that may include both users and non-users of the brand to ensure there is coverage of detractors, as well as previous adopters.

  • These studies usually cover a wide range of issues including drivers/triggers and barriers to purchase, frequency of purchase, frequency of use, an assessment of a brand/product/service's features and benefits, brand image and brand loyalty.  For non-users specifically there may be a section on barriers to adoption and alternative brand usage

  • A U&A study will help address strategic brand questions such as:

    • What is the brand’s USP?

    • What should our proposition and key message be?

    • How should we position our brand?

    • What features and benefits do customers want to receive?

    • Where does the brand differ to competitors?

  • ​2Europe's approach can cover the entire customer lifecycle, from Awareness to purchase, usage and after-sales.  It may involve online, phone or face-to-face approaches, but may also benefit from qualitative research such as focus groups and ethnographic research.

Brand Tracking - 

  • Perceptions of brands change all the time due to a response to your marketing activity, the activity of industry competitors as well as events out of your direct control.  By monitoring and tracking these perceptions, we can assess brand equity, image,  association loyalty and ultimately your performance.

  • A range of areas are measured, which typically cover brand awareness, usage, image, association, loyalty, consideration, likelihood to recommend the brand to others and campaign recall.

  • A tracker will also typically monitor a number of competitor brands, thus enabling comparison of brand values, perceptions - enabling you to focus your campaigns in the right area to differentiate or entrench yourself.

  • Brand tracking is undertaken for both B2B and B2C brands and whilst it will depend on the exact brand and target audience - online is a typical approach for consumer brands, whilst telephone is more suited to B2B brands

Customer Segmentation - 

  • Identifying the correct customers for your service/product/brand is essential for success - as it enables you to effectively target that audience.

  • Customer segmentation  enables this by splitting the market into groups which share similar attitudes, opinions, experiences, characteristics and desires.

  • At their core, segmentation can be based on demographic information such as age, gender, location, and other information such as SEG, household type, education level.  However more advanced segmentation can include past product usage, attitudes to brands, past behaviour etc.

  • Segmentation are typically quantitative in nature and can be conducted by online, telephone of face-to-face approaches.  In many cases, the study is supported by initial qualitative research to further explore attitudes and markets prior to embarking on t he larger quantitative study.

  • Customer segmentation is used by clients in a range of ways - typically to maximise profits by targeting the most suitable groups for a service, or differing a campaign depending on the target audience.

See how these approaches can be used to undertake different forms of research ->

 

Please get in touch with a member of the team to discuss your requirements.