Market Insight is a full service provider of both Qualitative and Quantitative research studies.

QUALITATIVE research provides in-depth exploration and understanding into the behaviours and motivations of the customer and the associations and meanings the customer gives to products and brands. This is accomplished through Focus Groups and In-depth Interviews.


QUANTITATIVE research uses structured questionnaires to collect statistically large samples of data from the population. This is accomplished through Intercepts, Household surveys and Business surveys either Face-to-Face, via Telephone or Online.

Through our research we at Market Insight provide you with the necesary information to gain a compettive advantage!

Our Qualitative and Quantitative services comprise:

Market Analysis:

Understanding the market is where it starts: our Market Analysis answers the foundational questions: What do people want or need and why do they have those needs? What do they do and why do they do it? This will allow you to discover the underlying attitudes that influence behaviour. Within that discovery lies the opportunity for gap identification and analysis, market segmentation, product innovation, sales, brand building and profitability.

Market Segmentation:

The marketing concept calls for understanding customers and profitably satisfying their needs better than the competition. But not all customers have identical needs and it is rarely possible to satisfy all customers by treating them alike.

Market Segmentation

The purpose for segmenting a market is to identify and classify subgroups of the market so as to better tailor products/services, pricing and communications to match customer needs, thereby insuring the highest return for your marketing expenditures.

Customer Satisfaction and Loyalty Studies:

    Our Customer Loyalty Studies allow you to:
  • Understand customer needs and expectations and the extent to which current products/services fulfill them.
  • Set standards to meet customer needs and expectations
  • Identify and eliminate customer dissatisfaction stemming from unfulfilled needs and expectations
  • Proactively communicate with customers on a regular basis and track satisfaction
  • Undertake a competitive assessment
  • Create customer loyalty to your brand
  • Ultimately develop Customer Experience as an organisational skill and competence.

Branding and Communication:

We understand that the success of your brand depends on making accurate decisions during the product life cycle, from the earliest stages of innovation through the maturing of your brand.

Understanding branding means knowing how consumers’ attitudes, feelings and beliefs about a brand impact their behavior. As a brand owner, you need to know how consumers view your brand today and how they will view it in the future.

Successful brands are both dynamic and differentiated, i.e. they evolve to effectively and profitably meet the changing needs of consumers while at the same time clearly demonstrating points of differentiation that are meaningful to consumers. Successful brands also connect with consumers not only functionally but also emotionally and aspirationally.

We therefore provide you with the means to measure the health of your brand(s) and develop optimal positioning and communication.

Advertising and Promotion:

Advertising can be tested at any stage in its development or execution:

Ad Pre-testing – testing an ad before it is actually run to determine whether it is likely to be effective and how it can be made more effective. Is the message clear? Is it attention-grabbing, relevant, believable, impactful and worth remembering?

Ad Campaign

Ad Post-testing – tracking an ad campaign to measure its actual effectiveness and diagnose possible areas for improvement. It involves evaluating the effectiveness of the copy as well as the appropriateness of the media.

Mystery Customer Programme:

Mystery Customer Programmes (MCP) can contribute significantly to achieving company objectives because developing a culture of customer service excellence is critical to the success of business. MCP provides you with an objective measure of customer experience at any point in time and this can be on a short, medium or long term basis. By providing real information, it allows you to monitor and make improvements to customer service levels.

MCP highlights your strengths and weaknesses of customer service with regard to staff knowledge and understanding, helpfulness, friendliness and professionalism; layout and ambience; promotional activities; competitive service levels and the list goes on. MCP can also be used to motivate and reward staff so as to encourage and develop the highest levels of customer service.

Employee Satisfaction and Engagement Studies:

Employees play a critical role in delivering a company’s brand promise. Hence to be successful in this competitive environment, it is necessary for a company to align its employees with customer needs and expectations in ways that differentiates it from the competition.

Employee Commitment

These studies are designed to understand the level of commitment employees have to their jobs and organisation, so as to fully enhance the work experience of the employee in a way that meets their needs and aspirations and that also meets those of the organisation. In this way the organisation can best accomplish its vision, mission and purpose in a way that is beneficial to all – employees, the organisation, and society at large.

Training Evaluation:


Training evaluation should be a continual and systematic process of assessing the value or potential value of a training program.  Was it effective? Was it aligned with compnay goals and objectives?

Basic evaluation steps:

  1. Reaction: Did employees embrace the training?
  2. Learning: Did they learn anything new that was relevant and practical?
  3. Behavior: Based on that new knowledge, did they implement change in their behaviors?
  4. Results: What changes occured as a result of that behavioral change?