Data analysis and interpretation
This client had inherited a legacy tracking questionnaire. This questionnaire had started out as a simple brand tracker but over time had been adapted by different internal stakeholders and then used as a vehicle for short-term data gathering until it had become unwieldy and almost unmanageable.
Faced with a short term deadline we challenged our direct contact to identify the key things which internal clients really wanted to know. We pared down the data set to provide a simple output in table and chart format identifying movement over time in half a dozen key indicators.
We then undertook a simple attitudinal segmentation to identify three core customer groups as a basis for future tracking.
Once the dust had settled we worked through the questionnaire with the client and the field agency to strip out nice-to-haves and idiosyncratic questions leaving a simple tracker fit for purpose in the future.