The challenge
EG launched Radius Data Exchange for the UK commercial property market in Spring 2018, providing industry professionals with up-to-date real estate data and market insight. The business has high renewal rate targets linked to client satisfaction therefore a deeper understanding of customer experience with the product was required to optimise repeat business and inform the 2020 sales and marketing strategy.
The solution
Research took the form of semi-structured interviews (i.e. a mix of closed and open questions) conducted by telephone with decision-makers and primary end users in high spending accounts and non-customers.
The results
The research provided insight into the relative importance of various product & service attributes that were critical to customers plus an understanding of their business use-cases for the product. The results were used to inform the product strategy, specifically go-to-market positioning and development road-map prioritisation.
The client
“ACE provide a first-class market research service that delivers critical insights to our business. On this particular project they successfully completed a large number of interviews with senior b2b decision makers extremely proficiently. They proactively overcame the inevitable challenges that arose during interview fieldwork and kept us updated with progress on a regular basis. The feedback gathered from customers in this study now underpin a significant part of our future product strategy. ACE is a professional, friendly and reliable research partner that I would highly recommend.”
Nick Watt, Associate Director, Strategy & Business Development
