In response to changing market conditions, this organisation had designed a new operating model that included a clear shift in the products and services they provide to their members. Understanding the value of each element of the offer was critical to defining how they would deliver the differentiated offers to different customer groups. We assisted the business in developing and testing a compelling proposition for core market segments.
We conducted market and customer analysis and segmentation to give a clear breakdown of the key customer groups and developed an implementation plan for the management team. Once the proposition and pricing had been established, we managed the design and testing of the offer in a programme of quantitative focused research, which generated a targeted set of valuable insights about how members perceive the proposed offer.
Through clear analysis and presentation of recommendations – along with a compelling set of customer value propositions – we enabled the client to make key decisions on its future proposition to increase member engagement and satisfaction.
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