Specialist Market Research Tools

Whatever your research requirements, we will provide a tailored solution to meet your needs. Our areas of specialisation are as follows:

Ambassador™ - Customer Satisfaction & Loyalty

• Companies exist to satisfy customer needs and solve problems. However, most companies lose 45% to 50% of their customers every five years, and winning new customers can be up to 20 times more expensive than retaining existing customers. You therefore need to know what makes customers choose one supplier over another. Truly strategic market intelligence needs to ask the right questions and devise techniques to obtain the right answers in order to identify the drivers of customer loyalty. This can be a more difficult task - but an area where The Right Group goes well beyond a typical research agency.
• Ambassador™ is our specially-devised customer satisfaction and loyalty approach, which has been created to assist our clients win and maintain customers for life. After all, exceeding expectations usually leads to a customer returning and buying more, they in turn tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a business they trust.

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  Our Ambassador™ research - win and maintain customers for life.

  A typical Ambassador™ project involves the following stages.
  • Stage 1 - Identification of the criterion that customers use to evaluate the service or product offer.
  • Stage 2 - Determine the key drivers of satisfaction and loyalty through a tailored quantitative study.
  • Stage 3 - Work in unison with the client to develop strategies and initiate changes to achieve a customer-centric business.
  • Stage 4 - Ongoing monitoring to ensure the strategy is being achieved and to keep abreast of changing customer expectations.

BrandSonar™ - Strategic Brand Intelligence

• Research has shown that a significant proportion of a company’s value is the direct result of the company’s brand image. Leading companies have long recognised the importance of branding and branding research, yet it is still one of the most neglected areas for many companies in Australia. We are passionate about the value of building a strong corporate brand (or, if you prefer, its ‘position’). The Right Group has developed a unique and tested model for analysing and building a strong brand - this model is called BrandSonar™
• A typical BrandSonar™ project involves the following stages.
• Stage 1 - identifies what the company brand values are and how these are seen in the eyes of customers and potential customers relative to key competitors.
• Stage 2 - involves working with the client to establish corporate positioning goals and to determine how they should be achieved. The goals will be based around the strengths that were identified by the research.
• Stage 3 - involves working with the client to establish a corporate position based on a thorough understanding of the current strengths and weaknesses and future goal for the brand.
• Stage 4 - involves periodic monitoring of the brand to ensure the brand plan is being achieved.

Columbus™ - Market Segmentation

• The aim of market segmentation is to arrive at clusters of like-minded consumers so as to allow marketing/sales programs to focus on the subset of prospects that are ‘most likely’ to purchase the offering. It is strategically prudent to use segmentation to win a competitive advantage. This is more so in some industries where there is little to differentiate one product or service from another. Segmentation, therefore, should be integrated in any marketing strategy in order to achieve a sustainable differentiated position. Segmentation can take many forms, such as demographic, psychographic, behavioural or needs-based segmentation

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  The Columbus™ Process - Identifying segments for maximizing

  The Right Group’s Columbus™ segmentation methodology is an integrated research approach for identifying market segments with the bold objective of maximising client market performance. Columbus™ is based on advanced statistical and neural network algorithms and identifies strategically useful segments in a market
• Columbus™ represents a journey of discovery. The outcomes of Columbus™ show you how to:
  • Differentiate products/services in line with your customers.
  • Improve your competitive positioning.
  • Shape your product offering and pricing strategy to fit the markets with the most potential.
  • Concentrate on providing profitable products or services.
  • Target marketing and selling efforts.

Simalto™ - New Product Research

• All companies need to understand what their customers / potential customers want in order to meet any gaps in the market. The key to successful market research for new product development comes from an understanding of what customers value and not simply from asking them to submit their own solutions. Through well planned research it is possible to accurately pinpoint the richest areas of opportunity and therefore prioritise the most promising areas of new product development.
• The Right Group has a range of product development approaches at its disposal. One of the most advanced and comprehensive is SIMALTO™. This proprietary product is used by a select few research practitioners around the world. The technique employs a unique grid structure on which respondents ‘build’ product offerings within budget constraints. The process emulates ‘real-life’ decision processes and enables true trade-offs to be statistically uncovered.

Competitor Analytics

• How well do you know your market? As competition becomes more intense, companies not only need to assess their relationships with customers, but understand the competitive environment in which they operate. The competitor analytics team of The Right Group provides ongoing market information to clients about their competitive environment. This is done through a number of services, including:

  • Mystery shopping

    – Mystery shopping assesses the level of service delivery to customers. This process can be conducted for your own business in isolation of the competition or can be used to benchmark yourself against your competition.

  • Price surveillance

    – Competitor Price surveillance involves ongoing monitoring of competitor pricing levels on a basket of products. The products in the basket are selected based on their importance to the business (turnover, contribution margins, etc).

  • Market assessments

    – The Right Group’s approach builds a complete understanding of a market to help facilitate prudent strategic decisions in a competitive and ever-changing landscape.

  • Competitor reviews

    – Competitor reviews involve developing a detailed understanding of how your business is positioned against one or more key competitors. The Right Group’s approach to competitor reviews is multi-faceted to build a comprehensive picture of the competitive environment.