Consumer Behaviour Research

The psychology of customer insight.

We help clients gain a deeper understanding of their customers in order to develop and position products; shape sales, advertising and marketing strategies; and refine web marketing strategies.

We use rigorous methods to collect data, sophisticated statistics to analyse it, and psychological models to extract business-relevant insights about customers. We then work closely with clients to turn these insights into actionable business plans.

To find out more please call 01628 674398 or email info@self-insight.com.

Surveys and Research - capturing customer perceptions and behaviour.

We collect consumer views using a variety of methods:

• Field research. We work with partner companies to run telephone and field surveys.
• Surveys. We offer a range of online surveys. These can be arranged with a very quick turnaround are highly cost-effective and can be used to track perceptions over time. Online surveys are also interactive in that we can focus in on topics relevent to the respondent by asking questions based on responses to previous items. We can track customer satisfaction, web-site user experience or specific issues. There is also flexibility in targetting audiences. For example we can target members of a volunteer research panel, based on specific demographics; members of trade bodies; registered users of a web-site; or passing traffic on a web-site via pop-up surveys.
• Observation. We carry out studies to observe consumer behaviour in natural settings.
• Interviews and focus groups.

Statistical Analysis - creating actionable customer insight.

Once we have collected good quality data the next step is to carry out analysis to discover actionable insights and support decision making. Analysis may be based upon models of customer motivations, attitudes, beliefs, values and cognitive decision-making processes. We have a great deal of experience finding patterns and abstracting out the essence from a sea of data. to discover actionable insights and support decision making. Analysis may be based upon models of customer motivations, attitudes, beliefs, values and cognitive decision-making processes. We have a great deal of experience data mining, finding patterns in data, and abstracting out essential information. For example we:

• Identify market segments or consumer profiles (i.e using cluster analysis to find groups of people who share similar characteristics).
• Map customers by geography (i.e. geo-demographic analysis).
• Explore how customers make choices between products, features and pricing strategies (i.e. conjoint analysis).
• Build predictive models (i.e. regression, correlation, structural equation modelling). With sufficient data it is possible to build models that allow you to explore the relationships between product features, price or service levels and propensity to purchase or defect.
• Carry out text mining. We can automatically extract words and phrases from customer comments - and turn these frequencies into quantitative statistics to be investigated and combined with other data.

We are experienced in a range of tools including SQL, SAS, SPSS, and advanced Excel.

Marketing Strategy - acting on customer insight.

We make recommendations about how to apply the results of the research and analysis in terms of:

• Direct marketing.
• Advertising.
• Product development.
• Relationship marketing.

We work closely with clients to help exploit research and analysis. Typical examples include: Direct marketing - increasing response rates and return on investment by effectively targetting segments and geographical areas. Advertising - targetting segments based on demographics, psychographics, values, life-styles etc. Product development - refining products or developing new ones to meet the needs of key groups. Relationship marketing - harnessing data about individuals to provide a personalised service.

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© Self-insight Ltd. 2011