| Once considered a luxury, the role of market research is now being recognised as a fundamental part of any business planning. Getting ‘under the bonnet’ and really getting close to the customers plays a vital part in understanding how a business really works - from the outside. My market research experience is almost entirely qualitative and I have worked with many high street brands to review their communications to their customers. Focus groups really help to unearth issues that the customers face and can really help to inform the creative process as new ideas and directions are aired. I have also conducted in depth research looking at new markets both in the UK and abroad. Using a combination of desktop research and in-depth interviews with key personnel I have produced strategic reports for companies looking to expand their businesses. From my experience, qualitative research projects have in every case provided very useful insights and helped to shape the future plans. |