Our research helps uncover what matters most to each audience—so you can market smarter, not louder.
In complex sectors like manufacturing, trade, and construction, effective marketing begins with a true understanding of your market—who’s buying, how they decide, what they value, and why they choose you (or don’t).
Why It Matters in Technical & Trade Markets
- Buying decisions are often shared across teams—from specifiers to procurement to installers.
- Brands must meet both technical and emotional criteria.
- Channels (e.g. distributors, trade counters, B2B2C sales) influence outcomes as much as the end user.
- Without solid insights, your message risks missing the mark—or worse, sounding like everyone else.
Voice of Customer (VoC) Research
What your customers think is everything. Let’s find out.
Voice of Customer (VoC) research is designed to give you a direct line to the people who matter most: your customers, users, and channel partners. We explore how your brand is perceived, what’s working (and what’s not), and how you can strengthen connection, trust, and loyalty.
What We Explore:
- Brand perception across buyer groups (technical, trade, commercial, retail).
- Pain points across the buying, specification, or installation journey.
- Key factors driving choice, loyalty, or switching.
- Feedback on pricing, service, product experience, and innovation.
- Language your audience uses—so your messaging lands naturally.
Why It Matters:
When you understand what your customers think, feel, and expect, your strategy becomes sharper, your positioning becomes stronger, and your marketing becomes magnetic.
VoC surveys help bridge the gap between internal assumptions and external realities—making sure you’re not just speaking to your market, but speaking with it.
Our Comprehensive
Approach
Approach
Defining research goals and scope
Clarifying the commercial questions you need answered and how research will support key decisions.
Industry and desk research
Reviewing published data, category trends, product positioning, and macro influences to build context.
Competitor and channel audits
Analysing how competitors go to market, how they position themselves, and what’s shaping buyer perception in your category.
Custom-designed surveys & interviews
Engaging buyers, specifiers, distributors, and internal teams through targeted survey tools and structured interviews.
Multi-source data collection
Combining qualitative and quantitative data for well-rounded, credible insights.
Analysis & insight development
Turning raw data into clear, actionable recommendations that guide strategy, product planning, messaging, and more.
Application to marketing & commercial planning
Applying insights to your NPD, value propositions, campaign direction, sales enablement, and channel strategy.
