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MARKET RESEARCH & CUSTOMER EXPERIENCE PRODUCT CATALOG

<big>Following is an overview of the products and services offered by the Market Research & Customer Experience BU:</big>

  • ONLINE FOCUS GROUP:
    • Qualitative customer insights collection applied to different research scopes
    • Discussion between a number of respondents through online platform
    • Two groups guarantee sample representativeness
  • QUALITATIVE VIDEO IN-DEPTH ONE TO ONE INTERVIEWS:
    • Qualitative customer insights collection applied to different research scopes
    • One hour interview through online platform
    • Minimun six persons to guarantee sample representativeness
  • SURVEYS (qualitative):
    • Test a new or an existing service, product or concept, on a specific sample
    • Up to 20 questions survey, of medium complexity
  • UNGUESS LAB + QUICK POLL:
    • To have a laboratory of customers and prospects (the sample depends on the market penetration of the brand) on which to conduct quick investigations through quick polls (full managed service)
    • Recruitment and engagement a community of 50% customers and 50% prospects
      • The customers are from the TRYBER
      • The prospects (or not customers) are from the TRYBER
      • The recruitment will be progressive, following the the specific research needs
      • The set up cost (5.000 €) is applied only the first year of contract
    • Unlimited Quick Polls (estimated 120/year)
      • One Quick Poll = one question
    • Quick turnaround surveys (24-48h)
      • Max 1 question (quantitative or qualitative questions)
      • 100 responses per wave
  • UNGUESS LAB + CONTINUOUS DISCOVERY:
    • To have a laboratory of customers and prospects on which to conduct quick investigations through quick polls (full managed service)
    • Recruitment and engagement of people all over the world 50% brand’s customers and 50% prospects based on prospect requirements
      • Unlimited Quick Polls (estimated 120/year)
      • One Quick Poll = one question
    • Quick turnaround surveys (24-48h)
      • Max 1 question (quantitative or qualitative questions)
      • 100 responses per wave
    • Access to the entire CX Research Catalogue
  • CUSTOMER EXPERIENCE DIARY:
    • Collect all the phases of a customer experience and the interaction with the touch points encountered directly by the customer
    • Standard duration is among two and four weeks
    • Digital diary where the customer writes their customer experience, both freely and with structured question
  • CUSTOMER JOURNEY INTERVIEW
    • Study the interaction with the touchpoint
    • Identify the most critical moments
    • 12 In depth interviews, lasting 40 minutes, to analyze and explore the customer experience (optional: 2 CJ Workshops lasting 2 hours to optimize the customer experience and create new ideas)
  • CUSTOMER JOURNEY BENCHMARK RESEARCH:
    • Deeply understand the experience of your competitors' customers along their omnichannel journey, focus on a specific milestone of the journey
    • Study the interaction with the touchpoints
    • Identify the most critical moments, pain points and moments of delight
    • 12 digital homework to collect the experience feedbacks on a pre-defined framework
    • 12 interviews: 4 depth interviews, lasting 40 minutes, for each competitor in the scope to analyze and explore the customer experience along the journey
    • Standard package: 3 competitors
  • IN STORE EXPERIENCE:
    • In order to analyze the experience and the relationship with a store/shop and to verify in depth (without any influence) how the customers spontaneously behaves in the real store situation, the key elements in the interaction, the choice’s drivers, the trigger and barriers, the single elements’ role (shelf, shop window, vendors advices, store layout, mood, branding
    • To check covertly, the quality of the services provided, the store and of the sellers' proposal
    • 12 In depth interviews IDIs, each lasting 30 mins and conducted through Skype/ phone
    • 6 Accompained shopping interviews: simulated purchase by single respondent in a store, accompanied by a moderator collecting information on the different steps of the experience - emotions, strengths and weaknesses of the exhibition, actual purchases
  • VIDEO PRODUCT TEST:
    • Explore and understand the reaction and the experience of a product via unmoderated video + deep dive interviews
    • Description of the users experience (path, thought, feeling..) and answer to some question (impact, impression, relevance, plus and minus, occasion and mood, distinctiveness)
    • 12 product trial & video journal + 5 quick call in-depth interviews
      • 1. The respondents have to try a new product and to make a video that describes their experience and they have to respond to some questions
      • 2. Later 5 respondents (selected from the first phase, the most interesting) will have also a brief phone recall to deepen some specific issue
        • Shipment of products by the customer company
    • COPY TEST:
      • The copy test allows you not only to verify the communicative capacity, its clarity and the liking by YOUR public, but also the effectiveness of an advertisement based on responses from our community prior to it being aired. It is also useful to evaluate the adequacy of the copy towards the objectives of the communication plan
      • 3 online agile focus groups, lasting 1 hours (5 people per group) to analyze new concepts
      • Probe: Impact, emotion, decoding, relevance and reasons why, branding
    • CX ADVISORY:
      • Support the adoption of a structured approach to managing Customer Feedback Management through
      • #1.Defining CX strategy and Governance
      • #2.VoC Program set up (customers and employees)
      • #3.CX survey design
      • #4.VoC Platform selection
      • #5.Defining a CX data analytics strategy
      • #6.Defining CX change management
      • CX SERVICES - CUSTOMER JOURNEY MAPPING:
      • Customer Journey Mapping Workshop
      • Moderation of Customer Journey Workshops with internal stakeholders to create high impact Customer Journey Mapping
      • CX INTRODUCTION TRAINING WORKSHOP:
      • Provide fundamentals of Customer Experience: main tools and benefits
      • 6 hours (one day) Workshops with internal stakeholders to create a common understanding of the Customer Experience discipline (max 10 people)
      • CX SERVICES NPS BENCHMARKS:
      • Provide periodic (2 in a year) Customer Experience industry study with NPS and sentiment
        • Open text are analyzed and classified by topic and sentiment
        • Up to 8 brands (including the brand commissioning the study)
        • 300 respondents per brand
      • Online surveys sent to personas in target from TRYBER or provided by panelist
      • OPEN FEEDBACK TEXT ANALYSIS:
      • Evaluation of the concepts
      • Quick deep dive on needs, values, attitudes & behaviors, relationship with the category
      • Assessing interest, relevance, distinctiveness triggered by the new concept
      • 3 online agile focus groups lasting 1,5 hours (5 people per group) to analyze new concepts
      • Probe: Impact, emotion, relevance and reasons why, branding
      • VIDEO HOMEWORK:
      • Gather useful information (in a video and in a Power Point file)
      • Focus the respondents minds on the discussion topic
      • Bring the personal point of view (in case of focus groups/interview)
      • In the days before the group discussion (or the interviews) the participants will be asked to carry out some “small tasks” at home in order to focus in their minds on the discussion topic and explore it in an unusual way.
      • The homework can:
        • 1. Collect richer material, have access to the past experiences and deep relationships with the matter and the emotional key drivers
        • 2. Increase the level of involvement of the group/interview and offer stimulus material to enrich the discussion representativeness
      • PRE-LAUNCH MARKETING MIX (FOCUS GROUPS):
      • Assessment of a new product/range, analyzing its marketing mix: pack, positioning concept, product (if possible ...) and understanding the "category YYY" where the product lives
      • Actionable suggestion to consistently finalize each aspect, to touch the consumers needs
      • 4 focus groups with 4 respondents lasting 2 hours
      • DIGITAL HOMEWORK:
      • Gather useful information
      • Focus the respondents minds
      • Bring the personal point of view
      • In the days leading up to the group discussion (or interviews), participants will be asked to complete a "homework assignment" answering a few questions related to their experience, to focus in their minds on the topic of the discussion and explore it in an unusual way
      • The homework can:
        • 1.Collect richer material, have access to the past experiences and deep relationships with the matter and the emotional key drivers
        • 2.Increase the level of involvement of the group/interview and offer stimulus material to enrich the discussion representativeness
      • COMPREHENSION LAB:
      • A dynamic Laboratory in which analytical methodologies converge to verify and improve in a synergistic way the quality and relevance of documents and their contents, with respect to the characteristics and needs of the widest possible number of people, including those with disabilities
      • The methodologies:
        • Content Test
        • Highlight Test (moderated/no moderated)
        • Comprehension Survey (no moderated)
        • Accessibility Evaluation (no user)
      • CONTENT TEST :
      • Understand how people explore and search for information within a document, what they understand, how they expect information to be communicated
      • Moderated remote study with users during which people are asked to drill down into information in a document, coding behaviors and verbalizations, to derive insights useful for improvement
      • HIGHLIGHT TEST (moderated, an integration of CONTENT TEST):
      • Evaluate the comprehensibility of individual portions of text within a document
      • The user is given a text to read on which he will be able to:
        • 1.Select phrases or portions of phrases that he wants to comment on
        • 2.Assign a color to the text (green if the sentence is clear, red if it is unclear, blue if it needs to be studied in more detail)
      • HIGHLIGHT TEST ( no moderated):
      • Evaluate the comprehensibility of individual portions of text within a document
      • The user is given a text to read on which he will be able to:
        • 1.Select phrases or portions of phrases that he wants to comment on
        • 2.Assign a color to the text (green if the sentence is clear, red if it is unclear, blue if it needs to be studied in more detail)
      • COMPREHENSION SURVEY (no moderated):
      • Evaluate the document's ability to convey content
      • Following the reading of a document, control questions are used to check what has been understood in relation to the main information objectives
      • COMPREHENSION SURVEY integration of CONTENT TEST
      • CONTENT TEST +
      • Evaluate the document's ability to convey content
      • Following the reading of a document, control questions are used to check what has been understood in relation to the main information objectives
      • COMPREHENSION SURVEY integration of HIGHLIGHT TEST
      • HIGHLIGHT TEST +
      • Evaluate the document's ability to convey content
      • Following the reading of a document, control questions are used to check what has been understood in relation to the main information objectives
      • ACCESSIBILITY EVALUATION (no user):
      • Identify non-compliance with accessibility principles defined by legal and technical regulations
      • Verification carried out by experts that allows to detect and classify the criticalities together with suggestions for their adaptation