Target group research and segmentation
It is imperative for every company, product and brand to know the consumer market and identify the potential buyers. Target research involves identifying existing and potential customer segments, their sizes and key characteristics, their needs, the communication channels and messages to reach them. The representative online survey also helps you to get the feedback on your product from consumers who have not yet bought from you or who use your competitor’s products. Our in-depth analysis allows the client to create a marketing strategy that pays off.
Research for communication purposes
Our communicational research supports our clients’ branding activities. Representative surveys help us to identify the key messages that reach the most consumers or the concerns that are keeping them away from a particular product or service. Communication that demonstrates expertise and competence in a particular area can strengthen a company’s market presence, while the market knowledge provided by research helps with sales negotiations in presenting a particular sub-market and convincing prospective customers.
Competitor analysis and research
Besides knowing your target group, it is essential to analyse your competitors and observe their market strategy. On the one hand, this helps you to internally assess your own development potential, and on the other hand, it is an important factor in defining both medium- and long-term strategies.
We can perform analysis of specific industry competitors on a case-by-case basis or at regular intervals both in the form of desk research and by examining consumer perceptions of different players. The latter is a research method that can also be combined with an industry brand analysis.
Brand image research
In our brand image research, we assess how consumers perceive and value the brand under study. This helps to understand what associations, emotions and opinions are connected to the brand and how these influence consumer decisions. The goal is to enable clients to better position and communicate their brand and to identify areas where perception needs to be improved.
Customer satisfaction survey
The long-term goal of this research is to increase satisfaction, which is achieved by understanding and improving the customer experience. The customer satisfaction survey provides the client with feedback on areas for improvement, in addition to identifying positive customer experiences that need to be reinforced. This can be either a one-time survey or regular monitoring of consumer feedback. Upon request, we also conduct customer satisfaction research on our clients’ own customer databases – in a GDPR compliant manner.
Industry market research (to explore a submarket)
We also conduct industry research (so-called segment research, e.g. online accommodation market, food delivery, ticket market, clothing market), with the help of which you can find out who are the largest horizontal and vertical players in the given area, and we also characterize the smaller players belonging to the long tail. We explore the most important international and technological trends in the given field, examine the chances of their appearance on the domestic market and how they are likely to change as they adapt to the specific Eastern European and Hungarian market. This research can be particularly useful for companies entering the market as new players or expanding into new industries.
Employee surveys
A deeper insight into employees’ opinions, mindsets and feelings can be gained through an anonymous survey conducted by an agency independent of the company, in which employees can freely express their views, giving the company the opportunity to respond. The survey can be conducted on a regular or an ad-hoc basis and can focus on general employee satisfaction and commitment, as well as on views and suggestions regarding workplace culture or cultural change. It can explore organisational matters, employee perspectives and growth opportunities, or issues of recognition and appreciation.
The research is based on the fundamental assumption that decisions taking the needs of employees into consideration can lead to more successful solutions, a better workplace atmosphere and reduced staff turnover.
Omnibus research
With our omnibus research, we offer a cost-effective solution for those who only want to get answers to a few questions, or who want to ask just one question regularly to see changes over time. Our online Omnibus survey series takes place every other month on a representative sample of the Hungarian population and you can join in even with just a few questions. The survey includes questions from multiple clients, so the costs are shared between them, but the results are confidential and unique to each client.
