Customer Insights are the basis of any good marketing strategy. UNICconsult conducts – among other things in close cooperation with the PFH Private University of Applied Sciences Göttingen – Customer Insights research using various methodological approaches. Individual interviews, group discussions, telephone and written surveys and also online surveys are part of the methodological standard. Very often, the heavy users form an interesting and also informative target group to gain insightful findings.
UNICconsult places particular emphasis on the fact that empirical research is organized in a hypothesis-driven manner: it is not about gaining isolated individual findings and “data cemeteries”, but about making overall contexts visible. Hypotheses must be brought together into a market impact model in order to achieve a common understanding of customers in all affected company areas.
Competitive Analysis and Competitive Intelligence
Focusing on the systematic analysis of the most significant competitor yields – this is the experience from many UNICconsult projects – important insights for the strategic orientation of one’s own company. A lot of information is freely available; however, what is missing is the compilation of information over a longer period of time, the systematic processing of findings and the derivation of conclusions. UNICconsult has carried out Competitive Intelligence projects that led to transparency of regional offer prices and the underlying pricing strategy of important competitors.
