Centres of excellence

Understanding

We understand your market sector, how it operates and what makes the great outperform the not so good. Your brief is critical and should highlight your objectives, what you expect of us and an approximate idea of the budget for the project or the period contracted.

One of our consultants will then interpret and challenge the brief and start to develop a proposal with methods, time scales and costs. It is this understanding that forms the basis of trust in the partnership.

Methods of Research

If we both need to learn more about the process or the product we may suggest a qualitative approach that could include focus groups, in depth interviews or for retail clients, accompanied shopping visits.

If we are already well informed we may suggest a quantitative approach that includes a large sample of interviews with customers or staff. This may take the form of an exit poll, a hall test, an on-street interview, a telephone interview made from our dedicated call centre or an on-line or postal self-completion questionnaire.

We also recruit and manage customer panels in circumstances where there is a need to research regular customers several times per year.

Whatever method we use the information is then gathered and analysed in our processing department, quickly and effectively before it can move on to the next centre of excellence.

Interpretation

After the information is gathered we begin the process of interpreting the data. This may involve transcribing a focus group tape or an in depth interview to sift through the wealth of information videoed or recorded. The Research Executive is then ready to analyse the information and make value judgements about factors they believe will affect product performance or service excellence.

They will compare the data with other relevant research to rank performance. We will advise you on benchmarks and KPI's where appropriate so that you can see whether you are operating at levels below or above similar companies in your category.

Recommendation and implementation

Explain believes this stage is critical in providing the optimum return for a client. The team will look at the conclusions and develop recommendations. They will decide how to communicate the findings so that you and your team gain the greatest strategic benefit.