Service user and target client perceptions - Leading health and social care provider The challenge In a changing market, our client, a leading independent provider of health and social care, wanted direction to understand how their services should be developed over the medium- to long-term. Specifically, they wanted a better understanding of the key factors influencing potential clients to select their services and also to evaluate the perceptions of their current clients. How did ActionPoint help? We implemented a tailored two-stage research programme to address the issues. The first consisted of discussion groups with those individuals representative of our client’s future target market. These provided valuable insight into their views of the future market in general and also assessed their understanding and awareness of the services currently available in today’s marketplace. These groups were followed by in-depth interviews with current clients and their families, giving us a true understanding of their own experiences and views specifically about our client’s existing service. Action The findings, which included a number of crucial action points, were used to form part of a service improvement strategy, the effectiveness of which will be reviewed by further discussion with service users and relatives in the future. |
Customer and target market research - Retail fashion accessories The challenge Competing in the fast-moving young fashion accessories market, our client needed a clear understanding of the requirements, perceptions and motivations of both its current and target customers in the UK, France, Germany and Spain. How did ActionPoint help? We carried out a comprehensive research programme in four countries, focused on the child and youth accessories market. The research in each country market covered both qualitative and quantitative methodologies and comprised of a combination of exit and on-street interviews, store counts and accompanied shopping. We provided insight into the buying attitudes and lifestyle motivations of the customer and target markets and valuable feedback on the store offer and layout. Action Findings across the four countries were used to develop our client’s brand-positioning strategy, focus on the highest value segments and initiate store changes across its European network. |
In-depth customer satisfaction programme (annually over 5 years) - Medical equipment supplier The challenge Our client, a global medical equipment supplier, needed to understand which aspects of their product were key to propensity to purchase and customer satisfaction. How did ActionPoint help? ActionPoint conducted 36 in-depth interviews with clinicians and hospital business managers at private and NHS hospitals in the South East and South West of the UK. Action As a result, our client was able to identify what aspects were important to clients when purchasing, the areas where they were strong performers and those where they needed to improve. The research also showed market trends and provided intelligence for key future business decisions. |
Large-scale public consultation: Residents & local businesses - Local Government The challenge Public consultation and engagement research to understand residents’ and business owners’ views on the double planning permission process operating in the town. How did ActionPoint help? We carried out a two-stage qualitative and quantitative consultation. The first stage involved a postal self-completion survey (with online option available) sent to 9,700 residents. The excellent response rate of 29% gave us a robust sample size of 2,800 completed questionnaires. During the second stage a series of residents’ focus groups were held to understand each of the key issues in more depth. Action The findings presented our client with a clear understanding of local residents’ views, enabling them to make recommendations for updating the current system. |
Vision & values evaluation - Police Force The challenge Prior to launching their new vision statement, the Constabulary first wanted to accurately gauge public perceptions of their new vision and values and test the new poster communicating these to the public. How did ActionPoint help? The Constabulary’s range of proposed communications materials was assessed in-depth at the focus groups, allowing us to evaluate residents’ perceptions of the vision statements and materials themselves. We were able to identify both a number of common themes and individual ideas which fed into the overall evaluation process. Action A range of recommendations were proposed for amending the communications materials, their content and presentation, to assist in improving accessibility and understanding for residents. |
