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The following is an overview of our research topics, which we will only outline here. Please feel free to contact us: We will advise you and work closely with you to develop a study concept for your specific research question, including planning and quotation.
Customer satisfaction
Measuring customer satisfaction is probably one of the most important topics in market research. After all, it is cheaper to retain a customer than to acquire a new one. And satisfied customers are the best insurance for strong customer loyalty in competitive markets. We will design a measurement model tailored precisely to your market and your company, with the most suitable questions and the right combination of proven descriptive and analytical tools:
Competitor and company checks
Outlining differentiating company strengths and weaknesses in the market.
Customer loyalty indices
to quantify the risk potential as well as customer loyalty typologies for differentiated diagnostic analyses based on the customer satisfaction experienced, the commitment expressed, the involvement that is present, the probable readiness to switch, the general ambivalence and the perceived competitive attractiveness.
Type and segment-specific driver analyses
for a precise identification of the effective satisfiers, dissatisfiers and criticals as well as multiplier studies (market intermediaries, press, politics, institutions, celebrities)
Service quality
- Analysis of company processes with regard to their contribution to process excellence
- Expert interviews at management level at the customer interfaces and service process maps
Image measurements are an integral part of in-depth customer satisfaction analyses. But a company's image is more than just the result of continuously experienced customer satisfaction: it is the result of a strategic corporate decision on positioning in the competitive environment. The corporate image sets the initial course for which customer groups can be successfully addressed and successfully retained through a balanced product and service mix. In order to measure the image, the isolated evaluation of individual aspects using standard scales does not necessarily lead to a target-oriented result. With a series of proven methods, we offer you the specific measurement approaches required for this, such as:
Open Similarity Check
to analyze the interchangeability and uniqueness of the brand in connection with its selection strength and the determination of the specific image core
ImageChoice
to quantify the purchasing decision relevance of image aspects and to derive the image map of the industry
Strengths and weaknesses, positioning and potential of the brand
including transfer potential in cross-selling, up-selling or into new markets
Qualitative brand core analysis
In in-depth interviews and group discussions with small groups, we explore what the brand in question means to the customer group surveyed and what potentials and limitations are assigned to it.
Brand reputation
Brand image
Brand essence
Brand transfer
New product developments and modifications to existing products often turn out to be costly adventures for companies. Forward-looking market research can certainly not completely eliminate this risk - but it can almost! The basis for this is the careful and individual design of results-oriented test procedures. Depending on the point in the development process, we offer you various qualitative and quantitative instruments for this purpose: from idea concept tests using qualitative individual or group surveys to detailed product concept tests.
Product concept test
Comparison with competitor products; key purchase criteria, price analysis/willingness to pay; defining core target groups
Choice-based methods
All forecasting tools are based on choice-based methods, for example from the conjoint measurement area
Market simulation calculations
Different forecasting models for market simulation calculations such as first choice, logit and randomized
Benefit segmentation
The most suitable method for deriving benefit segmentations: Cluster analysis, reverse clustering, cluster ensemble methods, SoFM, latent class analysis, mapping
Qualitative product testing
The morphological product impact analysis shows decidedly how product acceptance is constructed in everyday life and whether modifications are necessary for market success.
Product development
Product modification
Pricing
Market potential
Market segmentation
Market positioning
Segmentations are often an integral part of studies or are used as a preliminary stage or basis for other studies. In general, a distinction must be made between very different types of segmentation, not only with regard to the methodical derivation of the segments, but also in particular with regard to the target direction, for example:
Customer loyalty typologies
Benefit segmentations
Psychographic segmentation
In addition to the content-related objective, the usage reason also plays an important role. Should it primarily be an analytical segmentation to deepen the understanding of how the market is working or is the focus on a segmentation that can be processed in the market, for example for efficient sales management? Since there are a variety of different knowledge and processing objectives in connection with the derivation of customer typologies/market segmentation, it is particularly important to use the most suitable methodological approach for your specific research scopes. When making the final choice, we pay particular attention on the data collection to ensure that the approach delivers highly discriminating data. In this respect, choice-based or scale-free methods are preferable as a rule. There is no silver bullet to the ostensibly mathematical aspect of deriving segments. Rather, the secret lies in using as many different approaches as possible and checking the resulting segments for factual logic and methodological reproducibility.
Needs-based segmentations and/or segmentations suitable for market processing on the basis of choice approaches, MaxDiff, conjoint, PLS SEM incl. FIMIX or POS models, if necessary incl. market simulation tools with different approaches: FC, RFC, Logit and consideration of internal cost accounting.
Derivation of value curves in the tradition of the “Blue Ocean Strategy” (W. Chan Kim/Renée Mauborgne) to answer the four core questions of optimization: Elimination? Reduction? Increase? Creation?
All forecasting tools are choice-based methods, for example from conjoint measurement.
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