Know Your Customer

The second offering in our intelligence segment is Customer Intelligence. At Phronesis™, we develop customer intelligence through a two-pronged approach that blends contextually assimilated insights with an aggregate of the customer's voice. Desk research is utilised to gain an understanding of existing literature on the customer segment and any associated factors, such as geography. The information gaps that emerge through the secondary research are then filled by carrying out primary research.

The offerings in this space combine our competence in qualitative and quantitative research, both of which are necessitated to correctly assess customer segments of varying population sizes. These help our clients make sense of their customers’ perceptions and behavior patterns which illuminate their trigger points and drivers. This can be readily used to fuel business growth.

Know Your Customer

Case Studies >>
  • Luxury buyers perception tracking research
    Case Study
    Sector | Consumer Products
    • Our client , one of the largest strategy consulting firm  in the world was interested in conducting an annual research on luxury buyers , to measure the buying behavior of luxury consumers across the globe.

    • Phronesis Partners conducted the study in association with two of the world’s largest associations of luxury brands.

    Approach

    The objectives of the research were to identify where the luxury market will grow(where and who) , what will it take for luxury brands to win customers(customer preferences and buying behavior) and which are luxury segments that will grow in the future.

    Research was conducted to comprehend where the luxury buyers will be located and how will the luxury spending increase over the next 12 months.

    Research was conducted to understand what defines luxury for the consumers , craftmanship, heritage , innovation , quality or any other thing.

    Other factors such as how do people decide on their favorite brands , do they prefer personal or experiential luxury and  where does most of the spending occur , is it inside or outside the country were also evaluated.

    Extensive study was conducted to identify the top luxury brands as per the HNWI’s and what qualities do they look for in a store when making purchases and what would qualify as an ideal store.

    Value/Results

    The research and information helped our client to gain  insightful information about market for luxury commodities along with consumer behavior and preferences prevailing in this market which in turn helped them plan their future market strategy accordingly.

  • Brand Tracker study
    Case Study
    Sector | Consumer Products
    • Our client , a leading home appliances manufacturer wanted to fuel up the sales of its existing brand of home appliance products in UAE and Saudi Arabia.

    • The study was conducted among general consumers to measure their awareness and usage of various home appliance products for the purpose of supporting the client requirement.

      Large monthly tracker was conducted for 12 months with sample size of 200 interviews per month in each country.

    Approach

    Phronesis Partners analyzed the awareness and usage of home appliances including washing machine, refrigerator , microwave , LCD and food processor. Identification of key drivers in applications and key features that influence the purchasing behavior of consumers for home appliances was also done.

    Market potential was researched to explore the potential base of new customers by reviewing and assessing their awareness level for client’s brand against competitor brands. A research instrument was designed and administered among households to estimate the market size for client’s brand. Each respondent’s view was captured on home appliance product application awareness and proportion of using each application to drive the sales of client’s brand.

    Each product was prioritized based on features , awareness level and penetration of usage to understand the popularity of using various home appliances. Energy saving , high resolution , multi features and low prices were identified as the key drivers for purchasing home appliances.

    Intended users were segmented based on their awareness level and current users were segmented were based on their usage level for various home appliance products. Market evaluation was conducted in terms of client’s offerings and competitor’s offerings and the gap based on the customer expectations , level of awareness and expected usage behavior to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using the SWOT and core competency model. Qualitative insights of intended users and current users for phone applications to enhance the client’s marketing decisions were provided.

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its existing brand of home appliance products.

  • Smartphone trends study
    Case Study
    Sector | Consumer Products
    • Our client  ,a world leader in manufacturing consumer electronics and communication devices  wanted to fuel up the sales of its newly launched smart phone in Dubai, Qatar, Kuwait and Saudi Arabia based on the phone applications. The study was conducted among general consumers to measure their awareness and usage of various phone applications for the purpose of supporting the client requirement.

    • Research instrument was designed and administered online among current smart phone users and intenders with the sample size of 200 interviews in each of the targeted market to estimate the market size for client brand. Each respondent’s view  was captured on mobile phone application awareness and proportion of using each application to drive the sales of client launched smart phone.

    Approach

    Phronesis analyzed the awareness and usage of phone applications including gaming, internet, social networking, messaging and chatting.

    Identification of the key drivers in phone applications that influence the purchase behaviour of intended users of for smart phones.

    Research on  smart phone intenders to explore the potential base of new customers by reviewing and assessing their awareness level for smart phones and various applications which are accessible over it was also done.

    Each phone application was prioritized based on awareness level and penetration of usage to understand the popularity of mobile phone applications. Gaming, social networking and email messaging were major phone applications, identified with high level of awareness among the consumers.

    Intended users  were segmented based on their awareness level and current users were segmented based on their usage level for various phone applications. Market evaluation was conducted in terms of competitors’ offerings and client’s offerings and filled the gap based on the customer expectations, level of awareness and current usage behaviour to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using SWOT and Core Competency model. Provided the qualitative insights of intenders and current users for phone applications to better enhance the marketing decisions of client.

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its newly launched smart phone.

  • Margarine Usage in Hotels and Bakery
    Case Study
    Sector | Consumer Products
    • The research mandate was to understand the usage of margarine in bakery products and analyze the consumption pattern and bakery product wise usage of margarine.

    • Target countries were US, Canada, UK, France, Germany, Italy, Spain, Nordics, Netherlands, Brazil, Mexico, India, China and Australia.

      A total of 2000 interviews were conducted.

    Approach

    Phronesis assisted the client in defining suitable methodology, geographical coverage and various food service channels that are to be covered based on client’s research needs.

    Primary research was conducted among hotels, bakery shops, fast food chains and office canteens with multiple sizes. Interviews were conducted with purchase decision makers, chefs, and inventory managers who are responsible for buying margarine.

    Key information areas covered during the research included :

    • Purchase practice followed for margarine within the organization
    • Awareness and usage level of margarine
    • Average monthly spend and procurement levels for margarine in the last six months
    • Monthly consumption, spend levels in the last six months by different forms of margarine
    • Volume of margarine consumed by different applications such as liquid, soft/table and hard
    • Daily number of servings of various bakery products as the approximate usage of margarine
    • Top 5 dishes served using Margarine
    • Margarine purchase practice and overall market trends
    • Frequency of purchase / order placement cycle for margarine
    • Sources of margarine purchases
    • Awareness levels fat content in margarine items, in terms of percent
    • Major needs gaps faced and expectations from a margarine supplier

    Value/Results

    A topline analysis of research results were presented to the client along with the actionable insights. Results were interpreted by geographical coverage and food service channel type.

    Study findings enabled the client to assist its end client in identifying pain points of food service channels, usage and trends for margarine in bakery products.

  • Mayonnaise and Salad Dressings Usage Research
    Case Study
    Sector | Consumer Products
    • The end user of the research was a global supplier of mayonnaise and salad dressings and wanted to understand the typical usage, consumption pattern, needs and expectations of various food service channels.

    • 1,000 interviews were conducted across USA, Canada, Mexico, Brazil, UK< France, Germany, Italy, Spain, UAE, Saudi Arabia, Russia, Malaysia, Thailand, Indonesia, China, Taiwan, Singapore and South Africa.

    Approach

    The focus of the primary research was to cover hotel/resorts, full service restaurant, quick service restaurant, ethnic restaurants, mom & pop shops.

    Discussions were conducted with individuals having significant involvement on selecting different brands of mayonnaise and salad dressings, and purchasing decisions.

    Key information areas covered during the research included :

    • Understanding of overall mayonnaise & salad dressing usage &consumption levels
    • Types of mayonnaise & salad dressing used in last six months
    • Overall monthly spending on Mayonnaise
    • Overall monthly consumption of Mayonnaise
    • Overall monthly spending on Salad Dressings
    • Overall monthly consumption of Salad Dressings
    • Top 3 brands used for mayonnaise and percentage share for each of them
    • Typical split of mayonnaise & salad dressing consumed across different dishes
    • Typical usage per serving of mayonnaise & salad dressing across the different application areas
    • Top 5 dishes served using Mayonnaise
    • Factors relating to the selection of a particular brand
    • Frequency of purchase / order placement cycle for mayonnaise & salad dressing
    • Awareness and usage level of mayonnaise & salad dressing sub categories in last six months
    • Major needs gaps faced and expectations from a mayonnaise & salad dressing supplier

    Value/Results

    Research findings enabled our client to understand the usage and consumption of mayonnaise and salad dressings by different establishment types and their expectations from suppliers.

    The end user of the research successfully used these findings to develop beter products and position them across the target markets.

  • Cross Border Challenges
    Case Study
    Sector | Consumer Products
    • Our client was a global research and consulting firm and wanted to understand how large businesses deal with the cross border challenges, cultural integration, economic volatility risk and business dynamics.

      • 400 interviews were carried out across various range of industries in US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • Primary research was focused to cover large corporations with annual revenue more than USD 2 billion including global 2000 companies
    • Discussions were conducted with individuals who were responsible for strategy development, payment management system, FDI collaboration and cross boarder transactions.
    • We targeted board members, CFO, COO, CEO and their direct reports Head of Strategy, Strategy Director, Vice President of Strategy, Head of Legal & Corporate Affairs.

    Value/Results

    The research helped the client to identify cross boarder initiatives and respective challenges faced by corporations.

    Also, the client was able to understand the cross boarder issues and challenges faced by banks and integrated the findings of the research into its consulting services across the targeted markets.

  • Identification and profiling of most sought after International management programs
    Case Study
    Sector | Education
    • Our client , a European University wanted to increase the international enrollments in its management programs. The client was interested in increasing both on campus and off campus enrollments particularly from the regions of Asia Pacific and Latin America. The client also wanted to understand the competition in the above defined market.

    • Phronesis Partners conducted exhaustive desk based research  to identify and asses top universities from around the world , offering both on and off campus management courses for international students.

      During the phase 2 of research , 3500 management aspirants who were planning to study internationally were surveyed across Asian and Latin American markets.

    Approach

    The objectives of the research were to identify the most sought after international universities by the Asian and Latin American students , asses key student segments and demographics , build detailed profiles of universities identified as top competition and suggest strategic recommendations and final insights.

    Various factors such as countries with maximum amount of student outflow for management programs along with  their desired destinations were evaluated.

    Detailed university profiles were prepared based on intelligence gathered through desk research and surveys.

    The results were collected and analyzed through statistical methods to churn out various insights.

    Value/Results

    The research and information helped our client to gain  insightful information about the current trends in the student outflow market for management study. Also , the reports helped our client to understand and analyze the competition. By the help of the results from the research , our client was able to see a rise in the number of international students from the intended regions.

  • Educational Technology awareness study
    Case Study
    Sector | Education
    • The research focus was to gage the awareness and usage of a specific education technology product among higher education professors .

    • A total of 14 interviews were conducted across Brazil , Mexico , Saudi Arabia and Turkey involving both professors and technology decision makers.

    Approach

    Primary research was conducted with professors and technology decision makers in higher education colleges and industries.

    Information was mainly focused on understanding the usage and attitude for TURNUITIN software to validate and authenticate the assignment the assignment , projects and dissertation work submitted by the students as a part of their curriculum.

    Value/Results

    Key findings of the study were delivered in the form of English transcripts which helped the client to comprehend and analyze the awareness and usage of their education technology product and plan their future strategy accordingly.

  • Online Media Effectiveness Study
    Case Study
    Sector | Education
    • Our client  ,a leading Global Advertising and Marketing Communication Agency

      wanted to conduct a tracker among consumers. Study objective was to understand how to utilize the interactive media by combining with different types of traditional media and assist their clients to provide fact based proof on effectiveness of internet with various multi-media channels.

    • Target countries – UK, France, Germany, UAE, Kuwait, Qatar, Saudi Arabia, India, China and Singapore.

      Six months tracker was conducted in which 500 consumer interviews were conducted per month.

    Approach

    The objectives of the study were :

    • To measure the contribution of different media towards client’s client advertising campaign.
    • To analyze the impact of online media on consumer awareness and intent to purchase the brand.
    • To estimate the efforts of client’s client integrated marketing across print media and digital media.

    Target universe of client’s client was defined by presenting the demographic analysis of consumers and assistance was provided to the client in designing research questionnaire.

    Some areas and sections of questionnaire were designed by our business research team which were focused towards consumer behaviour for visiting internet, client brand awareness and consumer pattern for watching/reviewing traditional media channels .

    Weighting method was used to defined the quotas and sample size in respect to demographics of each targeted country.

    Survey instrument was executed using phone methodology with length of 25 minutes.

    Online reporting was provided to the client for survey progress and quota completes.

    Other market research assistance such as survey programming, sampling, questionnaire translation was provided.

    Value/Results

    A mix of print and online media drove the maximum awareness among consumers.. Online media usage decrease the overall cost in marketing and ensure maximum reach among target customers.

    Basic statistical analysis, charts and graphs was generated and presented in PPT format which further helped the client in their final research report. Our business research team also assisted the client in designing, layout and deciding content of research report .

    Key research findings enabled our client to assess the impact of interactive media on consumer awareness. Client has successfully integrated the key findings in its sales campaign and advise their clients in using online media channels for branding and marketing purposes.

  • Online Media Effectiveness Study
    Case Study
    Sector | Energy & Utility
    • Our client  ,a leading Global Advertising and Marketing Communication Agency

      wanted to conduct a tracker among consumers. Study objective was to understand how to utilize the interactive media by combining with different types of traditional media and assist their clients to provide fact based proof on effectiveness of internet with various multi-media channels.

    • Target countries – UK, France, Germany, UAE, Kuwait, Qatar, Saudi Arabia, India, China and Singapore.

      Six months tracker was conducted in which 500 consumer interviews were conducted per month.

    Approach

    The objectives of the study were :

    • To measure the contribution of different media towards client’s client advertising campaign.
    • To analyze the impact of online media on consumer awareness and intent to purchase the brand.
    • To estimate the efforts of client’s client integrated marketing across print media and digital media.

    Target universe of client’s client was defined by presenting the demographic analysis of consumers and assistance was provided to the client in designing research questionnaire.

    Some areas and sections of questionnaire were designed by our business research team which were focused towards consumer behaviour for visiting internet, client brand awareness and consumer pattern for watching/reviewing traditional media channels .

    Weighting method was used to defined the quotas and sample size in respect to demographics of each targeted country.

    Survey instrument was executed using phone methodology with length of 25 minutes.

    Online reporting was provided to the client for survey progress and quota completes.

    Other market research assistance such as survey programming, sampling, questionnaire translation was provided.

    Value/Results

    A mix of print and online media drove the maximum awareness among consumers.. Online media usage decrease the overall cost in marketing and ensure maximum reach among target customers.

    Basic statistical analysis, charts and graphs was generated and presented in PPT format which further helped the client in their final research report. Our business research team also assisted the client in designing, layout and deciding content of research report .

    Key research findings enabled our client to assess the impact of interactive media on consumer awareness. Client has successfully integrated the key findings in its sales campaign and advise their clients in using online media channels for branding and marketing purposes.

  • Cross Border Challenges
    Case Study
    Sector | Energy & Utility
    • Our client was a global research and consulting firm and wanted to understand how large businesses deal with the cross border challenges, cultural integration, economic volatility risk and business dynamics.

      • 400 interviews were carried out across various range of industries in US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • Primary research was focused to cover large corporations with annual revenue more than USD 2 billion including global 2000 companies
    • Discussions were conducted with individuals who were responsible for strategy development, payment management system, FDI collaboration and cross boarder transactions.
    • We targeted board members, CFO, COO, CEO and their direct reports Head of Strategy, Strategy Director, Vice President of Strategy, Head of Legal & Corporate Affairs.

    Value/Results

    The research helped the client to identify cross boarder initiatives and respective challenges faced by corporations.

    Also, the client was able to understand the cross boarder issues and challenges faced by banks and integrated the findings of the research into its consulting services across the targeted markets.

  • Protective Apparel Equipment – Market Intelligence Study
    Case Study
    Sector | Energy & Utility
    • The research objective was to gather market intelligence for protective apparel equipment and support our client to strengthen its brand.

    • ASEAN Markets

    Approach

    • Secondary research was conducted to estimate the market size, potential and competition
    • Primary research and In-depth interviews were conducted with decision makers for protective apparel equipment
    • Job titles targeted were mainly COO, Director, Procurement Manager, Purchasing Manager
    • Mid size (100-499 employees) and large size (more than 500 employees) companies were covered operating in industrial segments such as chemical, general manufacturing, petrochemical and utilities.

    Value/Results

    • Delivered English transcripts of interviews along with summary report of finding from secondary research. In addition to this, key profile of executives involved in decision makers were provided to help client for business development.
    • Client was able to analyse the critical factors and its impact on the business. Research findings were used by the client to develop targeted sales and promotion strategy. Key executive profiles were used by the client to target right people for sale of its products.
  • Ownership of Jets – A study with the UHNWI’s
    Case Study
    Sector | Financial Services
    • A leading company in the private jet industry was launching a new service with a new structure of ownership and was interested to evaluate the market for the respective service. The objective of the research was to understand the views of UHNWI’s about the ownership of private jets and the expected usage and the need for private jets in the next 12 months.

    • In depth discussions were conducted with 60 UHNWI’s across the globe to explore their willingness to adopt fractional ownership.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    Research was conducted with the focus of  understanding the views of UHNWI’s on ownerships model of private jets and their expected usage of private jets along with their needs of private jets in the next 12 months.

    UHNWI’s views about their current usage of private jets and the likelihood of using it in future were also collected.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the usage and need for private jets. Study findings helped our client to understand that there is a huge untapped market for fractional ownership with a great potential to grow.

  • Basel III norms – Banks Sentiment study
    Case Study
    Sector | Financial Services
    • The search mandate was to gauge the bank’s sentiments towards the Basel III norms, preparedness of banks to adopt Basel III norms, respective issues and challenges for implementation as well as adoption of these norms. Also, to understand the strategies used by the banks to deal with the challenges during the implementation of Basel III norms.

    • Quantitative research was conducted followed by the qualitative research with banks across North America , Europe and Asia Pacific.

    Approach

    Quantitative research was focused to understand a bank’s opinion and perception towards Basel III norms.

    Qualitative research was focused to capture detailed insights around preparedness , sentiments , issues ,challenges  and strategy to deal with Basel III norms.

    Primary research was conducted with senior bank officials who are responsible and knowledgeable about Basel III regulatory framework tier 1 , tier 2 and tier 3 banks.

    Information covered during the research included impact on cost of borrowings after the implementation of Basel III norms , impact on corporate customers for loan and funding requirement , bank’s capital management challenges , issues and concerns, fair value proposition for portfolio management  and strategies to deal with the challenges , risks and issues during the implementation phase.

    Opinion on developing the competitive advantage from Basel III norms ,  bank’s strengths and weaknesses for preparing to implement and follow these regulations and issues in managing liquidity portfolio were also amongst the key information areas covered in the study.

    Value/Results

    Research results were presented in a presentation format highlighting the major issues and concerns to develop an appropriate strategy to be adopted by banks for implementing the Basel III norms. Interview transcripts for qualitative research were prepared and delivered to the client to support the analysis.

    Our client  was able to feed the research results into publications and help banks to deal with the challenges issues and concerns that occur during the implementation phase of Basel III norms as well as highlight the advantage for banks in doing so.

  • Risk and Compliance Management study
    Case Study
    Sector | Financial Services
    • The research mandate was to understand the issues in managing financial risk and identifying the corporate risk priorities and perception towards risk and compliance management.

    • The target countries for this study were USA , Canada , UK , France , Germany ,Poland , Netherlands , Brazil and Mexico.

      Job titles covered were  CEO , CFO, VP Finance , Finance Director , Head of Strategy , Head of Risk & Compliance.

    Approach

    Phronesis assisted the client in defining suitable methodology , geographical coverage and firms to be covered based on client’s research needs.

    Primary research was conducted with medium and large companies defined as companies with a minimal annual revenue of US $500 million covering both client’s customers and prospects.

    Finance and Strategy decision makers who are responsible for risk and compliance management were interviewed .

    Information covered during the research included  financial risk challenges in target firms , corporate risk and priorities to deal with such risks , risk monitoring capabilities , challenges in complying with the regulatory guidelines to manage the risk and risk preparedness,

    Other key information included  methods and tools used to manage the risks within the company , how decisions are made for selecting the risk management tools and gaps in current and future needs in managing the risks.

    Value/Results

    Topline analysis of research results were presented to the client along with actionable insights.

    Results were interpreted by geographical coverage and organization size.

    Study findings enabled our client to identify pain points of organizations for managing the financial risks and gaps between the current and future needs .

    The client used the information to feed into product development for risk and compliance management solutions.

  • HNWI Investment Behaviour – International Private Equity Fund
    Case Study
    Sector | Financial Services
      • Our client needed to understand the attitude and behaviour of High Net Worth Individuals when investing in private equity funds across the US, Europe, Asia Pacific, Middle East and Latin American geographies.
    • US, UK, France, Germany, Canada, Hong Kong, Singapore, Australia, New Zealand, China, India, Brazil, South Korea, UAE, Middle East and Saudi Arabia.

    Approach

    • Assessed the behaviour and attitude of HNWIs having more than USD 1 million in investable assets for investing in private equity funds
    • Identified the weak points in investing PE funds from HNWIs’ perspective to provide suggestions for areas of improvement.
    • Analysed the proportion of PE funds considered by HNWIs in their portfolio construction and mapped it with other investment options to uncover the opportunities in PE investor market
    • Survey instrument was administered over the phone covering the US, Europe, Asia Pacific, Middle East and Latin American geographies
    • The focus area of the questionnaire was to understand the investment behaviour and reasons for diverting investments from PE funds to other sector products.

    Value/Results

    The research carried out by Phronesis helped the client to:

    • Identify that expert opinion from a strong management team, is the main consideration for HNWIs before investing into PE funds.
    • Understand that investors are more likely to invest in those assets which provide trust and security on their investments rather being attracted towards the market share and brand.
    • Identify important key drivers for HNWI’s investment in banking sector such as strong, honest and visionary management team which can build the confidence of investors for safe and secure environment

    Moreover, the report presented to the client listed out the pain points for HNWIs in investing PE funds, areas of improvement and key factors that should be incorporated in the offerings for building the confidence in investment.

  • Cross Border Challenges
    Case Study
    Sector | Financial Services
    • Our client was a global research and consulting firm and wanted to understand how large businesses deal with the cross border challenges, cultural integration, economic volatility risk and business dynamics.

      • 400 interviews were carried out across various range of industries in US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • Primary research was focused to cover large corporations with annual revenue more than USD 2 billion including global 2000 companies.
    • Discussions were conducted with individuals who were responsible for strategy development, payment management system, FDI collaboration and cross boarder transactions.
    • We targeted board members, CFO, COO, CEO and their direct reports Head of Strategy, Strategy Director, Vice President of Strategy, Head of Legal & Corporate Affairs.

    Value/Results

    The research helped the client to identify cross boarder initiatives and respective challenges faced by corporations.

    Also, the client was able to understand the cross boarder issues and challenges faced by banks and integrated the findings of the research into its consulting services across the targeted markets.

  • Luxury buyers perception tracking research
    Case Study
    Sector | Media & Entertainment
    • Our client , one of the largest strategy consulting firm  in the world was interested in conducting an annual research on luxury buyers , to measure the buying behavior of luxury consumers across the globe.

    • Phronesis Partners conducted the study in association with two of the world’s largest associations of luxury brands.

    Approach

    The objectives of the research were to identify where the luxury market will grow(where and who) , what will it take for luxury brands to win customers(customer preferences and buying behavior) and which are luxury segments that will grow in the future.

    Research was conducted to comprehend where the luxury buyers will be located and how will the luxury spending increase over the next 12 months.

    Research was conducted to understand what defines luxury for the consumers , craftmanship, heritage , innovation , quality or any other thing.

    Other factors such as how do people decide on their favorite brands , do they prefer personal or experiential luxury and  where does most of the spending occur , is it inside or outside the country were also evaluated.

    Extensive study was conducted to identify the top luxury brands as per the HNWI’s and what qualities do they look for in a store when making purchases and what would qualify as an ideal store.

    Value/Results

    The research and information helped our client to gain  insightful information about market for luxury commodities along with consumer behavior and preferences prevailing in this market which in turn helped them plan their future market strategy accordingly.

  • Cross Border Challenges
    Case Study
    Sector | Media & Entertainment
    • Our client was a global research and consulting firm and wanted to understand how large businesses deal with the cross border challenges, cultural integration, economic volatility risk and business dynamics.

      • 400 interviews were carried out across various range of industries in US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • Primary research was focused to cover large corporations with annual revenue more than USD 2 billion including global 2000 companies
    • Discussions were conducted with individuals who were responsible for strategy development, payment management system, FDI collaboration and cross boarder transactions.
    • We targeted board members, CFO, COO, CEO and their direct reports Head of Strategy, Strategy Director, Vice President of Strategy, Head of Legal & Corporate Affairs.

    Value/Results

    The research helped the client to identify cross boarder initiatives and respective challenges faced by corporations.

    Also, the client was able to understand the cross boarder issues and challenges faced by banks and integrated the findings of the research into its consulting services across the targeted markets.

  • Customer Satisfaction Research
    Case Study
    Sector | Media & Entertainment
      • Our client is a leading provider of unified communication products and services for medium to large size businesses worldwide.
      • The objective of the study was to understand the satisfaction level among client’s customers towards unified communication and capture the views of competitors’ customers towards client service offerings and their switching behavior.
    • US, Canada, UK, Germany, France, Italy & Spain.

    Approach

    • The research focus was to assess the satisfaction level among its current customer, service offerings of competitors and competitors’ customer views towards client services
    • Questionnaire development process included designing two set of questionnaire by coordinating it with the client

    Customer’s questionnaires was focused towards

    -Current usage

    -Service quality

    -Service experience

    Competitors’ customer questionnaire was focused towards

    -Current service offerings

    -Price sensitivity

    -Switching

    • Primary research was carried out where in-depth interviews were conducted with current customers of client and competitors customers via phone. 100 interviews were conducted for client customers and 200 interviews for competitors’ customers
    • Data Analysis:

    -Advanced statistical techniques were used to understand the relationship between specific aspects of customer experience, overall customer satisfaction and customer loyalty

    -Competition analysis was conducted using Porter’s Five Forces Model

    -Need gap analysis was conducted for competitors’ customers

    -Basic charts and graphs were produced as per client ‘s requirement

    Value/Results

    • A detailed report was presented which enabled the client to understand that:

    qPackage price, bundle price, picture quality, downtime, customer support are the key drivers for customer satisfaction

    qCompetitors’ customer were ready to switch to other service providers if receiving better service quality, low price and channel selection facility

    • Drivers of customer satisfaction was also highlighted during the study and provided separately to the client

    Finally, the key findings of the research were successfully integrated by client in its marketing plan to beat the unified communication market competition and increase the market share.

  • Online Media Effectiveness Study
    Case Study
    Sector | Government
    • Our client  ,a leading Global Advertising and Marketing Communication Agency

      wanted to conduct a tracker among consumers. Study objective was to understand how to utilize the interactive media by combining with different types of traditional media and assist their clients to provide fact based proof on effectiveness of internet with various multi-media channels.

    • Target countries – UK, France, Germany, UAE, Kuwait, Qatar, Saudi Arabia, India, China and Singapore.

      Six months tracker was conducted in which 500 consumer interviews were conducted per month.

    Approach

    The objectives of the study were :

    • To measure the contribution of different media towards client’s client advertising campaign.
    • To analyze the impact of online media on consumer awareness and intent to purchase the brand.
    • To estimate the efforts of client’s client integrated marketing across print media and digital media.

    Target universe of client’s client was defined by presenting the demographic analysis of consumers and assistance was provided to the client in designing research questionnaire.

    Some areas and sections of questionnaire were designed by our business research team which were focused towards consumer behaviour for visiting internet, client brand awareness and consumer pattern for watching/reviewing traditional media channels .

    Weighting method was used to defined the quotas and sample size in respect to demographics of each targeted country.

    Survey instrument was executed using phone methodology with length of 25 minutes.

    Online reporting was provided to the client for survey progress and quota completes.

    Other market research assistance such as survey programming, sampling, questionnaire translation was provided.

    Value/Results

    A mix of print and online media drove the maximum awareness among consumers.. Online media usage decrease the overall cost in marketing and ensure maximum reach among target customers.

    Basic statistical analysis, charts and graphs was generated and presented in PPT format which further helped the client in their final research report. Our business research team also assisted the client in designing, layout and deciding content of research report .

    Key research findings enabled our client to assess the impact of interactive media on consumer awareness. Client has successfully integrated the key findings in its sales campaign and advise their clients in using online media channels for branding and marketing purposes.

  • Protective Apparel Equipment – Market Intelligence Study
    Case Study
    Sector | Government
    • The research objective was to gather market intelligence for protective apparel equipment and support our client to strengthen its brand.

    • ASEAN Markets

    Approach

    • Secondary research was conducted to estimate the market size, potential and competition
    • Primary research and In-depth interviews were conducted with decision makers for protective apparel equipment
    • Job titles targeted were mainly COO, Director, Procurement Manager, Purchasing Manager
    • Mid size (100-499 employees) and large size (more than 500 employees) companies were covered operating in industrial segments such as chemical, general manufacturing, petrochemical and utilities.

    Value/Results

    • Delivered English transcripts of interviews along with summary report of finding from secondary research. In addition to this, key profile of executives involved in decision makers were provided to help client for business development.
    • Client was able to analyse the critical factors and its impact on the business. Research findings were used by the client to develop targeted sales and promotion strategy. Key executive profiles were used by the client to target right people for sale of its products.
  • Brand Tracker study
    Case Study
    Sector | Manufacturing & Construction
    • Our client , a leading home appliances manufacturer wanted to fuel up the sales of its existing brand of home appliance products in UAE and Saudi Arabia.

    Approach

    Phronesis Partners analyzed the awareness and usage of home appliances including washing machine, refrigerator , microwave , LCD and food processor. Identification of key drivers in applications and key features that influence the purchasing behavior of consumers for home appliances was also done.

    Market potential was researched to explore the potential base of new customers by reviewing and assessing their awareness level for client’s brand against competitor brands. A research instrument was designed and administered among households to estimate the market size for client’s brand. Each respondent’s view was captured on home appliance product application awareness and proportion of using each application to drive the sales of client’s brand.

    Each product was prioritized based on features , awareness level and penetration of usage to understand the popularity of using various home appliances. Energy saving , high resolution , multi features and low prices were identified as the key drivers for purchasing home appliances.

    Intended users were segmented based on their awareness level and current users were segmented were based on their usage level for various home appliance products. Market evaluation was conducted in terms of client’s offerings and competitor’s offerings and the gap based on the customer expectations , level of awareness and expected usage behavior to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using the SWOT and core competency model. Qualitative insights of intended users and current users for phone applications to enhance the client’s marketing decisions were provided.

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its existing brand of home appliance products.

  • Online Media Effectiveness StudyOnline Media Effectiveness Study
    Case Study
    Sector | Manufacturing & Construction
    • Target countries – UK, France, Germany, UAE, Kuwait, Qatar, Saudi Arabia, India, China and Singapore.

      Six months tracker was conducted in which 500 consumer interviews were conducted per month.

    Approach

    The objectives of the study were :

    • To measure the contribution of different media towards client’s client advertising campaign.
    • To analyze the impact of online media on consumer awareness and intent to purchase the brand.
    • To estimate the efforts of client’s client integrated marketing across print media and digital media.

    Target universe of client’s client was defined by presenting the demographic analysis of consumers and assistance was provided to the client in designing research questionnaire.

    Some areas and sections of questionnaire were designed by our business research team which were focused towards consumer behaviour for visiting internet, client brand awareness and consumer pattern for watching/reviewing traditional media channels .

    Weighting method was used to defined the quotas and sample size in respect to demographics of each targeted country.

    Survey instrument was executed using phone methodology with length of 25 minutes.

    Online reporting was provided to the client for survey progress and quota completes.

    Other market research assistance such as survey programming, sampling, questionnaire translation was provided.

    Value/Results

    A mix of print and online media drove the maximum awareness among consumers.. Online media usage decrease the overall cost in marketing and ensure maximum reach among target customers.

    Basic statistical analysis, charts and graphs was generated and presented in PPT format which further helped the client in their final research report. Our business research team also assisted the client in designing, layout and deciding content of research report .

    Key research findings enabled our client to assess the impact of interactive media on consumer awareness. Client has successfully integrated the key findings in its sales campaign and advise their clients in using online media channels for branding and marketing purposes.

  • Comfortable Room Product Basket – HVAC
    Case Study
    Sector | Manufacturing & Construction
    • Germany, Austria, France and Belgium.

    Approach

    • Primary research included in-depth interviews with respondents who were worked in construction industry (higher level positions, at least manager or purchasing); installers; distributors of heating related products etc.
    • The research focus was mainly on the new and renovated buildings.

    Value/Results

    • Helped client to understand the end user market for HVAC
    • Delivered intelligence for specific OEMs’ and Distributors
    • Summarized the findings by following segments:

    -Commercial – New

    -Commercial – Renovation

    -Residential – New

    -Residential – Renovation

    -Industrial – New

    -Industrial – Renovation

    • Overall, the client was able to understand the current and future market potential for Comfortable Room Product Basket (HVAC*) and identify the key trends and changes that are impacting the Comfortable Room Product basket (HVAC) market.
  • Articulated Arms – User Insight
    Case Study
    Sector | Manufacturing & Construction
    • US, UK, France and Germany.

    Approach

    • Research was conducted among end users and decision makers for articulated arms
    • In-depth interviews were conducted among OEMs, tier 1 & tier 2 suppliers across various industries – Automotive, Aerospace, Heavy Equipment (trucks, trains and farm equipment), Recreational Vehicles and Power Generation
    • Quotas were set by business size in terms of number of employees such as less than 100, between 100-249, 250-499, 500-1000 and more than 1000 employees
    • End user surveys were focused to derive strategically relevant insights to understand the customer behaviour and attitudes
    • Helped the client to analyse the key insights from end user surveys

    Value/Results

    Client was able to use the insights to realign the product and marketing strategies with the aim of attracting and retaining the customers. Research findings further helped the client to develop the competitive advantage in the long run and prepare a sustainable business development strategy.

  • Aftermarket Competition Analysis
    Case Study
    Sector | Manufacturing & Construction
    • UK, Germany, France, Italy, Spain.

    Approach

    • A detailed discussion was held between Phronesis research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it, the research team designed the detailed study plan, methodology, sampling design, questionnaire and coverage plan for client’s approval.
    • The respondent profile included workshop owners and mechanics and a sample size of 250 was recommended.
    • The survey, comprising of in-depth discussions, was conducted via phone to gather details on factors influencing the purchase decision, supply issues, incentives offered by competition to favor their sales, customer feedbacks, other reasons influencing their preference
    • Since the project requirement included surveys to be conducted in native language, a multi-lingual research team was dedicated for project
    • Root cause analysis was conducted to understand factors influencing the purchase decision in favor of competitors

    Value/Results

    The findings of survey  helped client to gain information on influential factors affecting purchase decision in their  important segment and understand  reasons favoring their competition. With this information client was able to device their business plan to regain their lost market share.

  • Marine Lubricant market in the GCC region – Market analysis
    Case Study
    Sector | Oil & Chemical
    • Our client , a leading provider of marine lubricant wanted to have a detailed understanding of the marine lubricant market in the GCC region.

    • Interviews were conducted with decision makers for marine lubricant in the shipping companies and spot market agents.

    Approach

    The focus of the study was to estimate the current market size, key business drivers for decision making , competition mapping , understanding customer needs and competition and technical offerings in the local market.

    In addition to this , the client mandate was to understand the market size , segmentation, pricing m, key drivers and channels for selling marine lubricant oil across Saudi Arabia , Oman , Qatar and UAE.

    Competition , difference price points for key products , technical offerings , position strategy , strengths & weaknesses of competitors were analyzed using secondary research.

    The decision makers were interviewed to understand updated number/type of vessels , current lubricant oil requirement per annum , source of procurement , different price points , reasons for buying from their current source , views on usage ,future needs and expectations.

    Spot market agents were also interviewed to understand the current market size for oil , distribution channel and market segmentation.

    Comprehensive market analysis was conducted covering oil market competition , market size , segmentation , need-gap analysis and price benchmarking analysis.

    Value/Results

    A presentation was given to the client on actionable items to provide precise understanding of current marine lubricant market in the GCC region. Research findings helped the client to identify the areas of improvement and the direction for taking appropriate action to increase its market share.

  • Online Media Effectiveness Study
    Case Study
    Sector | Oil & Chemical
    • Our client  ,a leading Global Advertising and Marketing Communication Agency

      wanted to conduct a tracker among consumers. Study objective was to understand how to utilize the interactive media by combining with different types of traditional media and assist their clients to provide fact based proof on effectiveness of internet with various multi-media channels.

    • Target countries – UK, France, Germany, UAE, Kuwait, Qatar, Saudi Arabia, India, China and Singapore.

      Six months tracker was conducted in which 500 consumer interviews were conducted per month.

    Approach

    The objectives of the study were :

    • To measure the contribution of different media towards client’s client advertising campaign.
    • To analyze the impact of online media on consumer awareness and intent to purchase the brand.
    • To estimate the efforts of client’s client integrated marketing across print media and digital media.

    Target universe of client’s client was defined by presenting the demographic analysis of consumers and assistance was provided to the client in designing research questionnaire.

    Some areas and sections of questionnaire were designed by our business research team which were focused towards consumer behaviour for visiting internet, client brand awareness and consumer pattern for watching/reviewing traditional media channels .

    Weighting method was used to defined the quotas and sample size in respect to demographics of each targeted country.

    Survey instrument was executed using phone methodology with length of 25 minutes.

    Online reporting was provided to the client for survey progress and quota completes.

    Other market research assistance such as survey programming, sampling, questionnaire translation was provided.

    Value/Results

    A mix of print and online media drove the maximum awareness among consumers.. Online media usage decrease the overall cost in marketing and ensure maximum reach among target customers.

    Basic statistical analysis, charts and graphs was generated and presented in PPT format which further helped the client in their final research report. Our business research team also assisted the client in designing, layout and deciding content of research report .

    Key research findings enabled our client to assess the impact of interactive media on consumer awareness. Client has successfully integrated the key findings in its sales campaign and advise their clients in using online media channels for branding and marketing purposes.

  • Cross Border Challenges
    Case Study
    Sector | Oil & Chemical
    • Our client was a global research and consulting firm and wanted to understand how large businesses deal with the cross border challenges, cultural integration, economic volatility risk and business dynamics.

      • 400 interviews were carried out across various range of industries in US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • Primary research was focused to cover large corporations with annual revenue more than USD 2 billion including global 2000 companies.
    • Discussions were conducted with individuals who were responsible for strategy development, payment management system, FDI collaboration and cross boarder transactions.
    • We targeted board members, CFO, COO, CEO and their direct reports Head of Strategy, Strategy Director, Vice President of Strategy, Head of Legal & Corporate Affairs.

    Value/Results

    The research helped the client to identify cross boarder initiatives and respective challenges faced by corporations.

    Also, the client was able to understand the cross boarder issues and challenges faced by banks and integrated the findings of the research into its consulting services across the targeted markets.

  • Education Sector – Market Opportunity Study
    Case Study
    Sector | Oil & Chemical
    • Education sector in UAE has great potential in terms of growth, expansion, demand and size. Our client is a leading international  education brand and wanted to enter into UAE.

    • UAE

    Approach

    • The main area of the study was to gather detailed understanding of UAE education sector such as:

    ̶Current market size

    ̶Macro and micro economic trends

    ̶Key drivers leading the growth of sector

    ̶Segmentation analysis in higher education

    ̶Government initiatives for sector’s growth

    ̶Demand potential

    ̶Market regulations

    ̶Competition analysis

    • Qualitative and quantitative research methods were used to collect the information with the combination of primary and secondary data
    • Secondary research was used to understand micro and macro environment factors, market regulations and major players in high education
    • Interviews were conducted with policy makers, influencers, key opinion leaders and experts to understand

    ̶Overall growth and potential of education sector in UAE

    ̶Key growth drivers, competition and estimated market share in high education sector and course offered under higher education

    ̶Deep dive on macro economic trends

    ̶Support from local and national government

    ̶Promising opportunities for private players

    ̶Barrier for entering new foreign players

    ̶

    • Competition analysis was applied using five forces model
    • Highlighted the factors driving the demand potential for higher education in UAE
    • Segmentation analysis was applied to support our client to understand various sub segments that exists in high education sector
    • Location analysis was conducted to help our client finding better place to set-up in UAE

    Value/Results

    • Detailed profiles of 3 major players were presented to the client.
    • Research findings enabled the client to identify the opportunity for entering into UAE education sector with effective market entry strategy.
  • Luxury buyers perception tracking research
    Case Study
    Sector | Tech & Telecom
    • Our client , one of the largest strategy consulting firm  in the world was interested in conducting an annual research on luxury buyers , to measure the buying behavior of luxury consumers across the globe.

    • Phronesis Partners conducted the study in association with two of the world’s largest associations of luxury brands.

    Approach

    The objectives of the research were to identify where the luxury market will grow(where and who) , what will it take for luxury brands to win customers(customer preferences and buying behavior) and which are luxury segments that will grow in the future.

    Research was conducted to comprehend where the luxury buyers will be located and how will the luxury spending increase over the next 12 months.

    Research was conducted to understand what defines luxury for the consumers , craftmanship, heritage , innovation , quality or any other thing.

    Other factors such as how do people decide on their favorite brands , do they prefer personal or experiential luxury and  where does most of the spending occur , is it inside or outside the country were also evaluated.

    Extensive study was conducted to identify the top luxury brands as per the HNWI’s and what qualities do they look for in a store when making purchases and what would qualify as an ideal store.

    Value/Results

    The research and information helped our client to gain  insightful information about market for luxury commodities along with consumer behavior and preferences prevailing in this market which in turn helped them plan their future market strategy accordingly.

  • Is Aircraft maintenance a viable business?
    Case Study
    Sector | Tech & Telcom
    • A renowned brand in the jet maintenance industry was exploring potential new markets for expansion.  Our client , a large strategy consulting firm was trying to understand the market for maintenance of private jets across China.

    • Phronesis Partners conducted research with business managers of UHNWI clients who own private jets.

    Approach

    What makes this research unique is the diversity in the management of jets. For some private jet owners , their jet is managed by their dedicated business managers whereas for some , it is managed by their organization’s logistics team.

    The challenge was to identify who specifically has the final say in terms of the management of jet. A multi-phased approach was used the Phronesis™ Research team wherein first the jet owners were contacted to identify specifically who is responsible for maintaining their jets.  According to the responses of the jet owners, the research was conducted with the concerned persons.

    Also, the willing to outsource the process of jet maintenance was evaluated.

    Value/Results

    The research and information helped our client to gain  insightful information about the jet usage behavior , awareness of jet management providers , experience of business managers in jet management and appealing attributes / decision drivers.

  • Cloud Computing Technology – Purchase behavior study
    Case Study
    Sector | Tech & Telcom
    • Our client , a global technology service provider wanted to boost its sales by understanding buying behavior businesses and competitor’s strategies in cloud technology market.

    • — Target countries – UK , France ,Germany, USA , Italy , Spain, Switzerland , Austria , Nordics , Netherlands , Russia , Poland , UAE , Saudi Arabia , Kuwait , Qatar , Egypt , South Africa and Nigeria.

      — Phronesis completed 1400 surveys  each in two year waves .

      — Primary research was conducted among IT decision makers and influencers responsible for technology decisions specifically cloud solutions.

      — Typical job titles covered were CIO , CTO , IT Director , VP-IT and Sr. IT Manager.

    Approach

    The study was conducted to understand the current and future needs of cloud services, purchase decision making factors for cloud, vendor selection for cloud services and buying trends in SMB space.

    Information covered during the research included trends for using cloud services in terms of using advantages , cost effectiveness and business operation efficiency, purchase decision making process, differentiation in small and medium sized companies and preferences and key factors for selecting the cloud service vendor.

    Business needs and expectations for using cloud services , data storage needs in cloud services , multiple application needs to be hosted on cloud and major concerns while sourcing the cloud vendors were also some of the key topics covered during the research.

    Value/Results

    The key drivers for using cloud services and growth barriers to support the client in its marketing campaign were identified.

    A thorough understanding of cloud market was provided.  Research findings helped our client to identify business expectations & needs for cloud offerings and helped them compare the difference between client offerings and market offerings .  The client was able to fill in such gaps and prepare its marketing plan accordingly.

  • WAN Services – Drives and challenges for enterprises
    Case Study
    Sector | Tech & Telcom
    • The research focus was to understand the main challenges by enterprises for WAN services , identify the business needs driving the implementation of WAN solutions along and to uncover the potential for WAN deployment in near future.

    • 450 online surveys were conducted with companies having more than 1000 employees worldwide.

      The target markets were USA , Canada , Brazil , UK , France , Germany , China , India and Australia.

    Approach

    Primary research was conducted with IT decision makers responsible for IT purchase , procurement and deployment within their organizations.

    The questionnaire was focused towards the following set of information areas :

    — Demographic questions

    — Current business challenges for WAN solutions deployment and how businesses are dealing with them

    —  Governance, Risk and Compliance

    —  IT security over WAN network

    —  Business drivers for implementing

    Value/Results

    Key findings of the study were delivered in the SPSS format which helped the client in designing its marketing and sales strategy for its services.

  • Machine to Machine Technology - Market Assessment Study
    Case Study
    Sector | Tech & Telcom
    • Our client , a worldwide provider of machine to machine technology  wanted to assess the market potential by gaining deep understanding of deployment of such technologies among SMBs & large business and their needs.

    • Quantitative interviews were administered among decision makers for connected machines across Americas, Asia, Europe and Middle East region.

    Approach

    Identification of the potential industries that are currently using or have huge potential to use connected machines in the near future.

    Target verticals were professional services, Construction, Retail & Wholesale, Healthcare, Manufacturing, Real Estate, Transportation and Financial Services.

    Information covered during the research included :

    • Different types of connected machines installed and running
    • Frequency of using each type of connected machine
    • How needs are changing over a period of time for each SMBs and Large organizations
    • Current gaps in what is available/offered in the market and what is expected
    • Reliability and efficiency of current products to meet the business objectives
    • Future market demand and potential for such technologies
    • Most critical factors that drive the need to deploy M2M technologies

    Value/Results

    Survey data was populated into client specific charts and graphs in a Power Point Presentation format along with Executive Summary. It helped the client to quickly detail out the report with minimal efforts and develop a comprehensive solution for its product development and marketing team for further actions.

    Research findings were used by the client to support its new product development initiatives and helped the marketing team to develop and execute the robust marketing plan across the targeted markets.

  • Smartphone trends study
    Case Study
    Sector | Tech & Telcom
    • Our client  ,a world leader in manufacturing consumer electronics and communication devices  wanted to fuel up the sales of its newly launched smart phone in Dubai, Qatar, Kuwait and Saudi Arabia based on the phone applications. The study was conducted among general consumers to measure their awareness and usage of various phone applications for the purpose of supporting the client requirement

    • Research instrument was designed and administered online among current smart phone users and intenders with the sample size of 200 interviews in each of the targeted market to estimate the market size for client brand. Each respondent’s view  was captured on mobile phone application awareness and proportion of using each application to drive the sales of client launched smart phone.

    Approach

    Phronesis analyzed the awareness and usage of phone applications including gaming, internet, social networking, messaging and chatting.

    Identification of the key drivers in phone applications that influence the purchase behaviour of intended users of for smart phones.

    Research on  smart phone intenders to explore the potential base of new customers by reviewing and assessing their awareness level for smart phones and various applications which are accessible over it was also done.

    Each phone application was prioritized based on awareness level and penetration of usage to understand the popularity of mobile phone applications. Gaming, social networking and email messaging were major phone applications, identified with high level of awareness among the consumers.

    Intended users  were segmented based on their awareness level and current users were segmented based on their usage level for various phone applications. Market evaluation was conducted in terms of competitors’ offerings and client’s offerings and filled the gap based on the customer expectations, level of awareness and current usage behaviour to support the marketing strategies of client in fuelling up the sales.

    Strength and weakness analysis for client branded communication device was performed using SWOT and Core Competency model. Provided the qualitative insights of intenders and current users for phone applications to better enhance the marketing

    Value/Results

    Our qualitative insights on awareness level of the customer enabled the client to successfully design its marketing campaign to boost the sales of its newly launched smart phone.

  • Customer Satisfaction Research
    Case Study
    Sector | Tech & Telcom
      • Our client is a leading provider of unified communication products and services for medium to large size businesses worldwide
      • The objective of the study was to understand the satisfaction level among client’s customers towards unified communication and capture the views of competitors’ customers towards client service offerings and their switching behaviour
    • US, Canada, UK, Germany, France, Italy & Spain

    Approach

    • The research focus was to assess the satisfaction level among its current customer, service offerings of competitors and competitors’ customer views towards client services
    • Questionnaire development process included designing two set of questionnaire by coordinating it with the client

    Customer’s questionnaires was focused towards

    -Current usage

    -Service quality

    -Service experience

    Competitors’ customer questionnaire was focused towards

    -Current service offerings

    -Price sensitivity

    -Switching

    • Primary research was carried out where in-depth interviews were conducted with current customers of client and competitors customers via phone. 100 interviews were conducted for client customers and 200 interviews for competitors’ customers
    • Data Analysis:

    -Advanced statistical techniques were used to understand the relationship between specific aspects of customer experience, overall customer satisfaction and customer loyalty

    -Competition analysis was conducted using Porter’s Five Forces Model

    -Need gap analysis was conducted for competitors’ customers

    -Basic charts and graphs were produced as per client ‘s requirement

    Value/Results

    • A detailed report was presented which enabled the client to understand that:

    qPackage price, bundle price, picture quality, downtime, customer support are the key drivers for customer satisfaction

    qCompetitors’ customer were ready to switch to other service providers if receiving better service quality, low price and channel selection facility

    • Drivers of customer satisfaction was also highlighted during the study and provided separately to the client

    Finally, the key findings of the research were successfully integrated by client in its marketing plan to beat the unified communication market competition and increase the market share.

  • Articulated Arms – User Insight
    Case Study
    Sector | Tech & Telcom
    • Our client was interested in gathering user insights for articulated arms and use such insights to strengthen its marketing program.

    • US, UK, France and Germany

    Approach

    • Research was conducted among end users and decision makers for articulated arms
    • In-depth interviews were conducted among OEMs, tier 1 & tier 2 suppliers across various industries – Automotive, Aerospace, Heavy Equipment (trucks, trains and farm equipment), Recreational Vehicles and Power Generation
    • Quotas were set by business size in terms of number of employees such as less than 100, between 100-249, 250-499, 500-1000 and more than 1000 employees
    • End user surveys were focused to derive strategically relevant insights to understand the customer behaviour and attitudes
    • Helped the client to analyse the key insights from end user surveys

    Value/Results

    Client was able to use the insights to realign the product and marketing strategies with the aim of attracting and retaining the customers. Research findings further helped the client to develop the competitive advantage in the long run and prepare a sustainable business development strategy.

  • Communication Service Providers – Industry Trends and Issues
    Case Study
    Sector | Tech & Telcom
    • The research objective was to gather opinion of decision makers around trends and issues in communication industry worldwide.

    • North America, Europe, Central and Latin America

    Approach

    • Primary research was conducted among decision makers responsible for budget to buy carrier Ethernet customer reporting and performance management solutions and employed in IT or OSS functions
    • Job titles targeted were VP, Director, Sr. Solution Manager, Sr. Engineer, Sr. Manager Network Services, OSS Architect, Technology Engineer and Network Planning Manager
    • Target organizations were Telecommunication Service Provider, Wireless Carrier, Cable MSO and Alternative Access Vendor covering tier 1 and tier 2 network/carrier

    Value/Results

    Using the quantitative and qualitative information, client was able derive actionable insights and improved the sales targeting approach. Qualitative information also helped the client to understand customer pain points, decision making criteras, preferences and concerns to buy software and hardware equipment for performance management and customer reporting.

  • Managed IT Services – Demand Analysis
    Case Study
    Sector | Tech & Telcom
    • A leading telecom provider wanted to understand the demand assessment, purchasing process and vendor perception for Managed IT Services among telecom service providers.

    • North America, Latin America, Europe, Asia Pacific and Middle East

    Approach

    • Primary research was conducted with telecom service provider organizations
    • Senior level professionals for instance CIO, CTO, Director- IT, Senior Telecom Manager were targeted who were knowledgeable about Managed IT Services and are experienced about organization’s usage of managed services
    • 50 in-depth interviews were conducted in each country.
    • Phronesis also supported the client in discussion guide development

    Value/Results

    The client was able to understand the demand drivers for managed IT services among telecom service providers. Research findings were used by the client in its marketing campaign for Managed IT and Consulting services.

  • Market Opportunity Survey
    Case Study
    Sector | Tech & Telcom
    • An upcoming telecom provider in a new region wanted to  assess the market opportunity for telecom services and users’ perception towards value added services offered by different telecom providers.

    • 2,000 surveys were conducted across US, Canada, Brazil, Mexico, Singapore, China, Hong Kong, South Africa and UAE.

    Approach

    • Secondary research was implemented to initialize the scope in which we identified target business segments, suitable sample size, key focused of the research, assessed client’s need and list out telecom offerings from major telecom providers
    • Based on the study objective and key requirements, survey questionnaire was designed in consultation with the client to capture the business customers’ perception towards telecom services and value added services from different service providers
    • 30 minutes long survey was conducted with ICT decision makers across businesses
    • We targeted businesses with different manpower sizes such as 100-249, 25-499 and more than 500 employees
    • The verticals covered were Financial Services, Healthcare, Retail, Manufacturing, Energy and Professional Services

    Value/Results

    • Key findings of the research were delivered in power point presentation format and raw data was delivered in SPSS format along with basic charts in PPT format.
    • The Client was able to understand the competition in telecom market for telecom and value added services and used these findings in its marketing strategy for developing the competitive advantage.
  • Networking Security Issues and Challenges among Businesses
    Case Study
    Sector | Tech & Telcom
    • An IT client wanted to understand the issues, challenges and concerns about current network, desktop, and server enterprise level security among mid to large businesses.

    • Belgium, France, Germany, Italy, Netherlands, Spain, Sweden, Switzerland, UK, UAE, Saudi Arabia and South Africa

    Approach

    • 1,800 surveys were completed quarterly across Financial Services, Manufacturing, Retail & Wholesale, Energy & Utilities, Construction & Material, Hi-Tech Engineering, Industrial Engineering, Media & Entertainment, Travel & Transportation, Chemicals and Public Sector
    • Organizations with annual revenue between $100-$999 Million were targeted
    • Primary research was conducted among IT decision makers and influencers responsible for networking and IT security decisions which were mainly CIO, CTO, CSO, CISO, CCO, Network Administrator and IT DM

    Value/Results

    • Study results helped the client to develop a comprehensive analysis of various challenges and issues facing mid to large size businesses and how these challenges are changing over a period of time.
    • The client was able to successfully deliver the inputs to its client to design the marketing and sales campaign for Network security consulting services and products.
  • Ownership of Jets – A study with the UHNWI’s
    Case Study
    Sector | Transport & Logistics
    • A leading company in the private jet industry was launching a new service with a new structure of ownership and was interested to evaluate the market for the respective service. The objective of the research was to understand the views of UHNWI’s about the ownership of private jets and the expected usage and the need for private jets in the next 12 months.

    • In depth discussions were conducted with 60 UHNWI’s across the globe to explore their willingness to adopt fractional ownership.

    Approach

    A detailed discussion was held between Phronesis™ research team and client’s project team to understand the overall objective of study, key product lines for which information was required, profile of samples. Following to it the research team designed the detailed stud plan, methodology, sampling design, questionnaire and coverage plan for client’s approval

    Research was conducted with the focus of  understanding the views of UHNWI’s on ownerships model of private jets and their expected usage of private jets along with their needs of private jets in the next 12 months.

    UHNWI’s views about their current usage of private jets and the likelihood of using it in future were also collected.

    Value/Results

    The finding of the surveys helped our client to gain  insightful information about the usage and need for private jets. Study findings helped our client to understand that there is a huge untapped market for fractional ownership with a great potential to grow.

  • Is Aircraft maintenance a viable business?
    Case Study
    Sector | Transport & Logistics
    • A renowned brand in the jet maintenance industry was exploring potential new markets for expansion.  Our client , a large strategy consulting firm was trying to understand the market for maintenance of private jets across China.

    • Phronesis Partners conducted research with business managers of UHNWI clients who own private jets.

    Approach

    What makes this research unique is the diversity in the management of jets. For some private jet owners , their jet is managed by their dedicated business managers whereas for some , it is managed by their organization’s logistics team.

    The challenge was to identify who specifically has the final say in terms of the management of jet. A multi-phased approach was used the Phronesis™ Research team wherein first the jet owners were contacted to identify specifically who is responsible for maintaining their jets.  According to the responses of the jet owners, the research was conducted with the concerned persons.

    Also, the willing to outsource the process of jet maintenance was evaluated.

    Value/Results

    The research and information helped our client to gain  insightful information about the jet usage behavior , awareness of jet management providers , experience of business managers in jet management and appealing attributes / decision drivers.

  • Online Media Effectiveness Study
    Case Study
    Sector | Transport & Logistics
    • Our client  ,a leading Global Advertising and Marketing Communication Agency

      wanted to conduct a tracker among consumers. Study objective was to understand how to utilize the interactive media by combining with different types of traditional media and assist their clients to provide fact based proof on effectiveness of internet with various multi-media channels

    • Our client  ,a leading Global Advertising and Marketing Communication Agency

      wanted to conduct a tracker among consumers. Study objective was to understand how to utilize the interactive media by combining with different types of traditional media and assist their clients to provide fact based proof on effectiveness of internet with various multi-media channels

    Approach

    The objectives of the study were :

    • To measure the contribution of different media towards client’s client advertising campaign.
    • To analyze the impact of online media on consumer awareness and intent to purchase the brand.
    • To estimate the efforts of client’s client integrated marketing across print media and digital media.

    Target universe of client’s client was defined by presenting the demographic analysis of consumers and assistance was provided to the client in designing research questionnaire.

    Some areas and sections of questionnaire were designed by our business research team which were focused towards consumer behaviour for visiting internet, client brand awareness and consumer pattern for watching/reviewing traditional media channels .

    Weighting method was used to defined the quotas and sample size in respect to demographics of each targeted country.

    Survey instrument was executed using phone methodology with length of 25 minutes.

    Online reporting was provided to the client for survey progress and quota completes.

    Other market research assistance such as survey programming, sampling, questionnaire translation was provided.

    Value/Results

    A mix of print and online media drove the maximum awareness among consumers.. Online media usage decrease the overall cost in marketing and ensure maximum reach among target customers.

    Basic statistical analysis, charts and graphs was generated and presented in PPT format which further helped the client in their final research report. Our business research team also assisted the client in designing, layout and deciding content of research report .

    Key research findings enabled our client to assess the impact of interactive media on consumer awareness. Client has successfully integrated the key findings in its sales campaign and advise their clients in using online media channels for branding and marketing purposes.

  • Cross Border Challenges
    Case Study
    Sector | Transport & Logistics
    • Our client was a global research and consulting firm and wanted to understand how large businesses deal with the cross border challenges, cultural integration, economic volatility risk and business dynamics.

      • 400 interviews were carried out across various range of industries in US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • Primary research was focused to cover large corporations with annual revenue more than USD 2 billion including global 2000 companies
    • Discussions were conducted with individuals who were responsible for strategy development, payment management system, FDI collaboration and cross boarder transactions.
    • We targeted board members, CFO, COO, CEO and their direct reports Head of Strategy, Strategy Director, Vice President of Strategy, Head of Legal & Corporate Affairs

    Value/Results

    The research helped the client to identify cross boarder initiatives and respective challenges faced by corporations.

    Also, the client was able to understand the cross boarder issues and challenges faced by banks and integrated the findings of the research into its consulting services across the targeted markets.

  • Articulated Arms – User Insight
    Case Study
    Sector | Transport & Logistics
    • Our client was interested in gathering user insights for articulated arms and use such insights to strengthen its marketing program.

    • US, UK, France and Germany

    Approach

    • Research was conducted among end users and decision makers for articulated arms
    • In-depth interviews were conducted among OEMs, tier 1 & tier 2 suppliers across various industries – Automotive, Aerospace, Heavy Equipment (trucks, trains and farm equipment), Recreational Vehicles and Power Generation
    • Quotas were set by business size in terms of number of employees such as less than 100, between 100-249, 250-499, 500-1000 and more than 1000 employees
    • End user surveys were focused to derive strategically relevant insights to understand the customer behaviour and attitudes
    • Helped the client to analyse the key insights from end user surveys

    Value/Results

    Client was able to use the insights to realign the product and marketing strategies with the aim of attracting and retaining the customers. Research findings further helped the client to develop the competitive advantage in the long run and prepare a sustainable business development strategy.

  • Online Media Effectiveness Study
    Case Study
    Sector | Healthcare
    • Our client  ,a leading Global Advertising and Marketing Communication Agency

      wanted to conduct a tracker among consumers. Study objective was to understand how to utilize the interactive media by combining with different types of traditional media and assist their clients to provide fact based proof on effectiveness of internet with various multi-media channels.

    • Target countries – UK, France, Germany, UAE, Kuwait, Qatar, Saudi Arabia, India, China and Singapore.

      Six months tracker was conducted in which 500 consumer interviews were conducted per month.

    Approach

    The objectives of the study were :

    • To measure the contribution of different media towards client’s client advertising campaign.
    • To analyze the impact of online media on consumer awareness and intent to purchase the brand.
    • To estimate the efforts of client’s client integrated marketing across print media and digital media.

    Target universe of client’s client was defined by presenting the demographic analysis of consumers and assistance was provided to the client in designing research questionnaire.

    Some areas and sections of questionnaire were designed by our business research team which were focused towards consumer behaviour for visiting internet, client brand awareness and consumer pattern for watching/reviewing traditional media channels .

    Weighting method was used to defined the quotas and sample size in respect to demographics of each targeted country.

    Survey instrument was executed using phone methodology with length of 25 minutes.

    Online reporting was provided to the client for survey progress and quota completes.

    Other market research assistance such as survey programming, sampling, questionnaire translation was provided.

    Value/Results

    A mix of print and online media drove the maximum awareness among consumers.. Online media usage decrease the overall cost in marketing and ensure maximum reach among target customers.

    Basic statistical analysis, charts and graphs was generated and presented in PPT format which further helped the client in their final research report. Our business research team also assisted the client in designing, layout and deciding content of research report .

    Key research findings enabled our client to assess the impact of interactive media on consumer awareness. Client has successfully integrated the key findings in its sales campaign and advise their clients in using online media channels for branding and marketing purposes.

  • Cross Border Challenges
    Case Study
    Sector | Healthcare
    • Our client was a global research and consulting firm and wanted to understand how large businesses deal with the cross border challenges, cultural integration, economic volatility risk and business dynamics.

      • 400 interviews were carried out across various range of industries in US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE

    Approach

    • Primary research was focused to cover large corporations with annual revenue more than USD 2 billion including global 2000 companies
    • Discussions were conducted with individuals who were responsible for strategy development, payment management system, FDI collaboration and cross boarder transactions.
    • We targeted board members, CFO, COO, CEO and their direct reports Head of Strategy, Strategy Director, Vice President of Strategy, Head of Legal & Corporate Affairs

    Value/Results

    The research helped the client to identify cross boarder initiatives and respective challenges faced by corporations.

    Also, the client was able to understand the cross boarder issues and challenges faced by banks and integrated the findings of the research into its consulting services across the targeted markets.

  • Market Opportunity Survey
    Case Study
    Sector | Healthcare
    • An upcoming telecom provider in a new region wanted to  assess the market opportunity for telecom services and users’ perception towards value added services offered by different telecom providers.

    • 2,000 surveys were conducted across US, Canada, Brazil, Mexico, Singapore, China, Hong Kong, South Africa and UAE.

    Approach

    • Secondary research was implemented to initialize the scope in which we identified target business segments, suitable sample size, key focused of the research, assessed client’s need and list out telecom offerings from major telecom providers
    • Based on the study objective and key requirements, survey questionnaire was designed in consultation with the client to capture the business customers’ perception towards telecom services and value added services from different service providers
    • 30 minutes long survey was conducted with ICT decision makers across businesses
    • We targeted businesses with different manpower sizes such as 100-249, 25-499 and more than 500 employees
    • The verticals covered were Financial Services, Healthcare, Retail, Manufacturing, Energy and Professional Services

    Value/Results

    • Key findings of the research were delivered in power point presentation format and raw data was delivered in SPSS format along with basic charts in PPT format.
    • The Client was able to understand the competition in telecom market for telecom and value added services and used these findings in its marketing strategy for developing the competitive advantage.