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Customer behaviour and the decision process
What selection criteria do people use when they’re in the market for products like yours? How much do they need to see and hear before they can make an informed decision? Use RS Consulting's well-planned and skillfully implemented research and analysis to empower your marketing strategies and ensure your messages are always right on target.
We offer you exceptional expertise in the design and execution of buyer behaviour profiling and decision process analysis across consumer and business markets and across all sectors. Our approach includes both conventional interview-based data collection and the use of specialised tools such as trade-off or discrete choice modelling, motivational laddering and trigger event analysis.
The Customer Journey
We work with a 6 stage process to help clients learn more about customer purchase decisions. The stages identify potential touch points that will most influence purchase decisions and help drive sales and increase customer loyalty.
- Current ownership
- Triggers to purchase
- Deciding what to buy
- Brand awareness
- Deciding where and how to buy
- Impact of customer purchase policies
- Short listing
- Final selection drivers
- Channels used / criteria driving channel selection
- Difference between new and repeat purchases
- Satisfaction with purchase
- Satisfaction with channel used
- Future purchase consideration drivers
- Decision-making for future purchases
How do business owners and managers review and decide on the right brand and model when in the market for a new laptop - and where do they actually buy it? What information would help them in making the right choice?
RS Consulting’s solution for a leading laptop manufacturer was a web survey of laptop purchase-decision-makers within 450 businesses with less than 50 employees. This explored how they went about sourcing, comparing and making their most recent laptop purchase.
Our comprehensive report and presentation measured the client's market share among small businesses, as well as providing them with an awareness of brand perception and brand loyalty: essential starting points for developing more effective marketing strategies.
When you're selling solely through resellers, how can you gain a real insight into the needs of businesses: customers you have no direct contact with? RS Consulting put a major manufacturer of specialist paper in touch with the companies that were actually buying and using their products - and generating an impressive 30% of their revenues.
Our solution was a 2-phase study in the UK, France and Germany. Phase 1 – the qualitative research aspect - comprised interviews with resellers of specialist papers to identify their target customers and gain a clearer understanding of their role as a channel to market. The follow-up quantitative phase featured interviews with customers drawn from the resellers' main vertical market segments. Through our analysis our client was able to identify prime targets for their marketing activity, based on our strategic recommendations to both improve their market share and encourage growth of the market as a whole.
