Use research and information NOW!(or, what is ‘market research’ and how you can use it today)

Farnham Hub talk, 6th June 2014

Seventy years ago my great uncle would have known what to

do – JUST DO IT! (Cdt. Philippe Kieffer, Les Berets Verts)

A personal snapshot

Started working life at Clarks Shoes (research

and planning) and Trailfinders (selling travel)

Managed major research projects for 30+ years

Director at TNS; ORC; Network; GfK-NOP

Established own company full time in 2004

Customer service, product development and

communications specialist

Fresh thinking and thought leadership

Reputation for clear recommendations grounded

in commercial reality: see testimonials

24/7 availability and can-do attitude

Chairman of the Independent Consultants Group

2007 2012

Founding partners: Andy Booth and Andrew Smith

Andy Booth

- Over 30 years research experience agency and client-side

- Transportation & logistics sector specialist

- Change management and employee research experience

Andrew Smith

- Major-agency and consultancy experience

- Specialises in leisure & travel sectors: very wide experience

- Chairman of Independent Consultants’ Group, 2007-2012

Our more recent clients

Major considerations: customer & market research

Core USP = reputation = brand essence. What is it?

Retention and growing customers. Far easier than gaining from new

Know your business/market: number & type of customer. Interaction?

80/20 rule – usually applies

The essential need to talk/hear from your core customers

Why should they give feedback? Give them good reason. Be stylish

Get feedback: from whom... how... how often?

Surveys vs. Discussions vs. Social media monitoring/observing

When to get feedback: moment of transaction vs. wider picture

Getting help: budget? Ask how much are your relationships worth

Getting great guidance

Will a simple online survey work? What will you do with it?

DIY guide to online research

Project examples: understanding expectations / needs

Work for Eurotunnel to develop the range and

quality of catering on offer: what did passengers

expect and need?

Multi-lingual qual research in Folkestone & Calais

terminals – depth interviews with a wide cross-

section of customers to understand priority

requirements, and test new ideas. Use of film clips

for reporting

Plus major online survey amongst recent

passengers to understand needs and attitudes,

mapped by journey and customer type

Our report allowed the client to have far more

successful negotiations with their preferred

catering partners.

Develop a service: leisure club proposition:

Identification of relevant and culturally

appropriate positioning to inform club catering

direction in each of 6 UK city projects

In depth interviews with key influencers and

decision makers amongst chefs, journalists,

restaurateurs; really understand local trends

Auditing competitor situation per city. Market

studies also completed

Distillation of all findings to provide template for

optimising style, décor, ambience, F&B offer and

entertainment per market

Successful implementation and continued

success for client’s brand.

Loyalty scheme development for Odeon cinemas

The development of a loyalty programme for

Britain’s foremost cinema operation

In-depth appreciation of the drivers and

motivations of cinema-goers

Providing Odeon with the insight required to

design an appealing and aspirational loyalty

scheme and currency concept…

…with a wide range of redemption possibilities

Used a wide range of research to inform

development of the scheme: panels; group

discussions and online/foyer surveys

Please get in touch to for any help or guidance:

Andrew Smith: 01372 817979 / 07910 539988

andrew@firebrandinsight.co.uk

www.firebrandinsight.co.uk