In the world that has increased its pace so much, and in which everything is a constant change, it seems worthwhile to distinguish the essence of particular phenomena from driving forces behind them. To understand what really matters, and what only pretends to be important, to know what is losing and what is gaining momentum.
In this world one should get access to a wise perspective that will allow for riding on the right wave, or for inducing it on one’s own to swim as far as possible.
We are here to help you achieve that.
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„Welfare is gaining? File of GOOD LIFE TRENDS 4P 2022”
4P is a research agency delivering not only data, but also solutions. We help business make decisions that bring about energy and change.
Based on over 20 years of experience, synthesis of knowledge from various categories, constant attempts to integrate our individual experience, to combine consumer perspective with cultural insights, we can together with our Clients create salient and relevant brands, as well as unique experience for people, consumers and employees.
Our work is about providing knowledge and solutions that will help our Clients make the best use of the change potential – to leverage the change in the brand environment, its contexts or within the organisation; or to design a change that is to generate value.
We know how to do it, because we milk as much business-actionable knowledge as possible.
Adobe’s report on Digital Trends in 2018 has announced that the biggest opportunity this year is Customer Experience. Again.
No wonder: in the era of influencer marketing and an extreme power of the word-of-mouth, the focus on customer experience becomes crucial, especially as the new customer is increasingly aware, setting new demands for the brands. The winners in this hyper-competitive world are those who are able to deliver positive or even fabulous experiences to customers. Because only this kind of experience can lead to customer loyalty, increased customer value, reduced churn, and even to becoming a brand ambassador – a very important phenomenon in the present marketing reality.
4P understands the role and significance of CX in various categories. We are able to support Customer Experience Management (CXM) processes with the appropriate research at every stage: strategy, design, implementation, and monitoring.
Not always is the consumer a good source of information. Sometimes they do not know what they want and are unable to predict how they will behave. Most of them do not know what they will like in the future, either.
When conducting marketing or business research projects, it is often necessary to look beyond the perspective of an “ordinary” person or even an expert.
Cultural analyses and trend analyses aim at obtaining a broader context, allowing us to diagnose what is currently important in the broadly understood culture/category, what kind of changes can be expected, which phenomena and tendencies will get stronger, and which will gradually ease.
Semiotic analysis of the communication strategy for a category includes the reading of rules, codes, and conventions governing this category as well as the analysis of brand positioning (own and competitors’); it shows where the communication of the Client’s brand is positioned in relation to the communication of competitors.
These are invaluable sources of information supporting our Clients in making decisions about product development, communication, or business model change.
4P deals with cultural analyses and desk research in a broad sense. We prepare analyses for individual ad hoc projects, often proposing such a module as a complement to the consumer perspective. We also prepare syndicate reports, wider in scope, in which we look at trends within a specific area that is important at a given moment.
Not only the recipients of products and services are customers of your company. Each of your employees is your client as well.
Many studies have proven there is a relationship between Customer Experience (CX) and Employee Experience (EX, EXJM, eNPS).
The task of today’s companies operating in the employee market (with a growing number of employees from Y and Z generations who are described as more demanding) is to create the kind of Employee Experience that will motivate the team and lead to continuous improvement of Customer Experience and, consequently, of the company’s results.
4P studies and designs the changes in the following areas:
We support our clients in research and development of the Diversity, Inclusion, and Wellbeing programmes.
We have a proprietary tool for measuring and managing the risk of job burn-out which often affects Baby Boomers and Generation X employees.
We accompany organizations at all stages of the Employee Journey, implementing such modern strategies as:
Our work models include projects, outsourcing, and insourcing.
We have extensive research and project experience, a team of dedicated HR consultants, and advanced technology tools.
New Product Development is not an easy art. Consumers are often suspicious of new products. They are satisfied with what they have and they lack the imagination to appreciate benefits offered by new products. Hence, we have examples of products that scored low in preliminary consumer research, only to become great market successes – like Sony Walkman or the first ATM.
New product or service concepts are undoubtedly difficult to study – but difficult does not mean impossible. We know and use different approaches at different stages of the process: a smaller, clever bulletin board, a large online community, a creative concept lab, or a traditional focus group. Research process models are also numerous – new concepts can be pre-explored/tested qualitatively and then the more advanced prototypes can be examined quantitatively. It is also possible to have a comprehensive study combining different methodologies (qualitative and quantitative) with various elements of the new product (concepts, products, packaging, price, positioning) in modern, hybrid formulas.
We know how to do it. In addition to researching and delivering data, we are able to support our Clients throughout the entire process of innovation design – by implementing broader processes of service design/design thinking whose final result is the creation of the most perfect prototype of a product, service, or business model.
Customer loyalty means higher profit for a company. It is a simple and undeniable fact.
That is why satisfaction and loyalty surveys continue to be so popular among marketers who appreciate them more and more due to current changes in the market (increasing competitiveness, growing role of WOM and influencers). Nevertheless, there are new expectations towards such studies.
Nowadays, satisfaction and loyalty research does not involve tracking how the numbers have changed. A good survey not only measures customer satisfaction and loyalty, but also determines the kind of effort and actions to be taken to increase consumer loyalty.
We like to combine the interpretation of satisfaction and loyalty research results with CX and standard-related work. Based on that, we are able to formulate recommendations as to what is worth investing in the first place.
In addition to the research programme, we offer the clients our support in making use of research results (by effectively implementing the new knowledge into the organization) and designing the activities which will optimize customer satisfaction.
Brand and communication are two basic marketing topics, and market research classics.
Despite the emergence of new trends and innovations, brand management and communication strategy management continue to be important areas for marketers.
Although this type of research has had a long tradition and the basic research issues are still defined according to the classic approach (for the brand: awareness, image, and loyalty; for the communication: attractiveness, distinctiveness, and coherence with the brand’s DNA), the manner of conducting it has changed over the years.
Due to the fact that brand management and brand communication are nowadays executed via different modern channels, using newer and newer formulas (digital campaigns, influencers, native marketing), the very form of the research needs to be flexible and properly incorporated in the new reality absorbed by the consumer-respondent (to whom marketers refer, more and more frequently, simply as a person).
Brands and their communication are unique, and so are the surveys. That is why our research projects are always customer-tailored: we research methodologies to the character of every project, to the specifics of a study population (we approach Millenials, Zets, and 50+ Active Traditionalists differently), even to the specifics of the category (our exploration of a beer brand/communication will vary from how we will approach an Internet portal brand).
In our projects we use all kinds of tools and approaches.
We carry out all kinds of research projects:
We like hybrids, 360° projects, because we know that a combination of different approaches allows for better understanding of our complex reality. But if the client’s budget and timing so require, we can propose a clever, agile approach. Irrespective of the scale of the project, we interpret the data using our cross-category experience and expert knowledge we have been gathering for a long time and continuously re-working internally. In the world where consumers demand more and more we want to co-create with our Clients unique brands that will matter to consumers — brands with uncommon and efficient communication.
CloseThe research conducted by the Mystery Shopping Providers Association has shown that 68% customers are lost to brands due to unsatisfactory customer service and atmosphere at a point of sale.
A dissatisfied customer is a serious problem for a company — only 4% of people who have had an unpleasant or disappointing experience will complain about it to the company itself, yet all will inform their friends and relatives about the fact, preferably via the Internet (because it is the easiest), leaving a negative footprint which can be easily found by others.
4P knows how to monitor the entire customer service process in an effective way. The quality and appropriate preparation of auditors, procedures, and survey questionnaires allow us to diagnose the factual situation accurately and interpret it in relation to the applicable standards.
We believe that Mystery Shopper surveys should be conducted along with customer satisfaction studies in order to diagnose the extent in which company standards are met at particular outlets or branches, to verify whether a specific standard matters to customers, and whether compliance with that standard translates into higher customer satisfaction.