Month: December 2022

Is our brand positioned correctly? Are customers happy with our service? How do we compare to our competitors? How likely are our customers to recommend us to their friends and colleagues? How does our brand rank in the brand Net Promoter Score (NPS) comparison within its own competition group?

We will find answers to your questions and help you take more efficient action. The more people there are who recommend your brand and the fewer people there are who reject it, the more loyal your customers and the more secure your market share. We base our work on reliable customer information, insight and experience.

How good is our brand awareness? What are the competitive advantages at the core of our brand and are they relevant to our customers? How is our brand positioned in the market? Does our brand stand out from our competitors in a meaningful way for customers? How do we communicate effectively via different channels?

Whether you need a complete repositioning of your brand or just a small tweak, we will help you gain enough understanding to help you plan the right actions.

How do you carry out effective product and service development for fragmented target groups? How to use different marketing channels and platforms? How do you create content that is interesting to the target audience?

We base our segmentation approach on underlying consumer behaviour and motives specific to the topic at hand. We believe that consumer behaviour is a decisive factor in segmentation for commercial purposes even though values and attitudes also play a role. Effective segmentation combines consumer behaviour data with information on attitudes, values, needs and motives.

What makes a customer buy? What kind of communication do we use to guide decisions at different stages of the customer journey? How are our product categories structured, and how do buyers navigate within them? What criteria do people use when they evaluate various options and make their choice?

Research data provides strong evidence of the functionality of your products. It also arouses interest and supports your customer’s activities in a concrete manner. We provide you with insight that helps you optimize your marketing and sales and enables you to improve your customers experience. Tracking surveys indicate the success of your operations and highlight any changes taking place in the market, competitive situation or customer expectations efficiently and quickly – so you can react immediately.

Is our product or service of sufficient quality? How could it be developed? What makes our product or service stand out from the competition? What is the competitive advantage of our product that I can communicate clearly? How likely is it that our product or service will end up in the customer’s shopping basket?

We carry out user tests as in-hall tests in controlled environments, which has the advantage of the tester being able to use the products in the situations and circumstances they would normally be used. Our user testing facilities are located in the Helsinki Metropolitan Area along good transport connections. Data collection in both product and service testing can also be carried out elsewhere in Finland. We will help you understand the potential of your product or service and give you concrete suggestions for further development. By fine-tuning your product or service, its concept, packaging, or the content of marketing communications to make it more attractive to the target audience, you ensure that your product launch hits the mark.

How well do you know your target audience? What media and platforms do they use? Does the media offer content on the consumers’ terms on the platforms they use?

By basing your marketing efforts on reliable research data, you ensure the best results. Your ads then stand out and reach the desired target group in a way that gets the message through and appeals to the recipient.

How can we improve our community’s services? How successful have we been in achieving our goals? Should the content of our communications be developed? How well do our communications reach their target audience? How should we renew in order to retain existing members and acquire new ones?

Research brings solutions, knowledge and certainty! We will find out what needs to be improved and offer new perspectives. Research also increases members’ willingness to participate in activities and helps them understand future needs. Regular research allows you to react faster and respond better to changes in your operating environment.

Qualitative research provides insight of attitudes, feelings, images, motives, expectations, needs and behaviours of your target groups.

Our researchers carry out fieldwork, process the material analytically and summarise the results in an illustrative and easy-to-understand form. If you wish, you can actively participate in the research process by observing the fieldwork in our purpose-built facility or online or by participating in-home interviews or shopping trips with consumers.

Target groups & data collection methods

In qualitative research, the sample is carefully considered, and the number of respondents is relatively small. Therefore, the study is conducted among key target groups. The most valuable feedback is obtained when the research subject is relevant to the participant.

In qualitative research, data is mainly collected through informal discussions. The respondents can express their thoughts and feelings spontaneously, in their own words and on their own terms. Our reliable methods also help participants express emotions that can be difficult to put into words. Blogs and diaries encourage participation and offer insights.

Ethnographic methods place research and researchers into the daily lives of consumers when they are making their purchase decisions, revealing the most decisive influences behind them. Qualitative methods can also be used online and via mobile devices. In this case, data is collected when and where the encounters with products and services take place. The implementation is cost-effective and flexible even on a national level. We also offer efficient and fast methods for quantifying the results of qualitative research.

We utilise all data collection methods:

• Internet and mobile surveys in the IRONet panel
• Telephone interviews
• Individual interviews
• Test community for product and service testing
• Group and individual interviews face-to-face and online
• Mail surveys

A Thousand Finns

Every month, we carry out a multi-client survey called A Thousand Finns, representing the entire population. You can join us with your own questions, which our experts are happy to help you with. A Thousand Finns survey is a cost-effective and quick method, especially when you have just a few questions, but need a view representing the entire population.

We also provide you with international data collection services, which we carry out with our long-term partners. Conducting international studies with us is easy and effortless as we plan and coordinate the projects from Finland.