BMG conducts business to business and consumer research, which adds value in three broad areas:
- providing evidence for effective decision making;
- managing customer experiences and relationships; and
- understanding needs/values and co-creating innovation.
To do this we focus on the complex interfaces between people (customers, potential customers, channel partners and employees), the organisation, and the brand.
Traditional research techniques such as the quantitative survey, and the qualitative focus group, are very much at the heart of what we do. However, as people become increasingly connected by technology, power is shifting from the organisation and the brand, to the customer and the employee.
In the networked economy people are no longer willing to be treated as ‘end users’ or ‘production units’. They want to assert their essential humanity, and expect to co-create the future with the organisations, and brands of their choice. Marketing research is ideally placed to tap into this increased desire for involvement and control, but new thinking is required:
- move beyond a snapshot in time;
- listen more, and question less;
- build ongoing dialogue with selected and private audiences;
- trust people more, and share findings more widely; and
- provide more actionable feedback for all stakeholders.