Whether you are just starting out in business or whether you are an established business launching a new product or service market research is essential. Andrew Smith has spent his career working in market research, first on the client side then major London agencies for 25 years. He set up his own agency 10 years ago and now runs Firebrand Insight. 'Firebrand Insight answer problems for clients, using whatever methods are needed. Clients range from global corporations to small charities in Surrey, where we are based: Variety is the spice of life, as they say!' Andrew will talk about how information needs to be at the core of any SME in any industry, and will share ideas about what research you can undertake speedily and cost effectively Many companies are at risk of running poorly executed ‘Survey Monkey’ style research, which can do more harm than good. But if you understand what to do and some basic principles, you will benefit greatly. Andrew is well connected to a network of great research consultants in Britain and further afield, via the Independent Consultants Group. He chaired this network of over 400 consultants for 5 years, and suggests you take a look at their online advice, events and members – who cover every research specialism and industry sector you can imagine.

1. Use research and information NOW!
(or, what is ‘market research’ and how you can use it today)
Farnham Hub talk, 6th June 2014

2. Seventy years ago my great uncle would have known what to
do – JUST DO IT! (Cdt. Philippe Kieffer, Les Berets Verts)

3. A personal snapshot
 Started working life at Clarks Shoes (research
and planning) and Trailfinders (selling travel)
 Managed major research projects for 30+ years
 Director at TNS; ORC; Network; GfK-NOP
 Established own company full time in 2004
 Customer service, product development and
communications specialist
 Fresh thinking and thought leadership
 Reputation for clear recommendations grounded
in commercial reality: see testimonials
 24/7 availability and can-do attitude
 Chairman of the Independent Consultants Group
2007 2012

4. Founding partners: Andy Booth and Andrew Smith
Andy Booth
- Over 30 years research experience agency and client-side
- Transportation & logistics sector specialist
- Change management and employee research experience
Andrew Smith
- Major-agency and consultancy experience
- Specialises in leisure & travel sectors: very wide experience
- Chairman of Independent Consultants’ Group, 2007-2012

5. Our more recent clients

6. Major considerations: customer & market research
 Core USP = reputation = brand essence. What is it?
 Retention and growing customers. Far easier than gaining from new
 Know your business/market: number & type of customer. Interaction?
 80/20 rule – usually applies
 The essential need to talk/hear from your core customers
 Why should they give feedback? Give them good reason. Be stylish
 Get feedback: from whom... how... how often?
 Surveys vs. Discussions vs. Social media monitoring/observing
 When to get feedback: moment of transaction vs. wider picture
 Getting help: budget? Ask how much are your relationships worth
 Getting great guidance
Will a simple online survey work? What will you do with it?

7. DIY guide to online research

8. Project examples: understanding expectations / needs
Work for Eurotunnel to develop the range and
quality of catering on offer: what did passengers
expect and need?
Multi-lingual qual research in Folkestone & Calais
terminals – depth interviews with a wide cross-section
of customers to understand priority
requirements, and test new ideas. Use of film clips
for reporting
Plus major online survey amongst recent
passengers to understand needs and attitudes,
mapped by journey and customer type
Our report allowed the client to have far more
successful negotiations with their preferred
catering partners.

9. Develop a service: leisure club proposition:
Identification of relevant and culturally
appropriate positioning to inform club catering
direction in each of 6 UK city projects
In depth interviews with key influencers and
decision makers amongst chefs, journalists,
restaurateurs; really understand local trends
Auditing competitor situation per city. Market
studies also completed
Distillation of all findings to provide template for
optimising style, décor, ambience, F&B offer and
entertainment per market
Successful implementation and continued
success for client’s brand.

10. Loyalty scheme development for Odeon cinemas
The development of a loyalty programme for
Britain’s foremost cinema operation
In-depth appreciation of the drivers and
motivations of cinema-goers
Providing Odeon with the insight required to
design an appealing and aspirational loyalty
scheme and currency concept…
…with a wide range of redemption possibilities
Used a wide range of research to inform
development of the scheme: panels; group
discussions and online/foyer surveys

11. Please get in touch to for any help or guidance:
Andrew Smith: 01372 817979 / 07910 539988
andrew@firebrandinsight.co.uk
www.firebrandinsight.co.uk