Technology Industry

Creation of a tracking programme to measure usage, involvement in software, awareness and attitudes towards key products and industry issues, amongst five hard to reach audiences in 61 countries worldwide

A multi-mode research design, incorporating over 30,000 interviews annually, conducted by using a mix of online, telephone and face to face data collection. We work in close partnership with our client to ensure that this sophisticated and complex programme is efficiently managed and delivers the insights required.

We have managed the programme for over eight years developing a deep understanding of our clients’ needs and the software market. The results provide a regular snapshot of key performance metrics, act as an early indicator of market trends and influence strategy at multiple levels within the organisation. Our client uses the research at the highest level within the business to evaluate performance, to plan product and marketing strategies, and allocate resources and budgets.

Our client had a strategic objective to be the leader in customer satisfaction in its market globally. Satisfaction was perceived as the pillar underpinning customer loyalty and improved business performance. There was lack of European-wide understanding of customer satisfaction and the competitive position of the company.

An exploratory qualitative study, among client executives, customers and prospective customers, was conducted to define the scope of inquiry, unveil any underlying issues, and inform the design of the quantitative multi-country survey. The main research tracked customer satisfaction of a cross section of small, medium and large enterprise customers and prospects. Fourteen service areas, each with a varying number of specific service aspects, were measured. In addition to understanding levels of satisfaction, the survey captured the importance of each area in purchase decision-making.

We designed a multi-mode approach of telephone and online data collection. This enabled client customer and prospect lists to be supplemented by our extensive online panel, thus delivering a robust, cost-effective solution that gave respondents a choice of methods of reply.

The results gave our client new information as to how they perform in their market. We employed Strategic Cube analysis to show clear differentiators by service area and priorities for action. These were then explored in detailed workshops with country and senior management representatives to create action plans.

Our client recognised that consumers are increasingly using the Internet as an information source prior to purchasing IT hardware products.

They wanted to conduct research to gain a better understanding of the typical routes taken by consumers when researching a potential purchase, the key differences that family household roles play in the decision making process, and why some consumers eventually prefer to buy offline.

Over 3,000 interviews were conducted, across five European countries, via our online panel. Respondents had recently searched online for an IT hardware product or had recently purchased at least one IT hardware product online.

By enhancing their knowledge of the decision making process and of consumer behaviour, our client was better able to target their communications/advertising.