Understanding the drivers and perceptions of customers
Lextox
- Quantitative research
- Depth interviews
Brief
A leading supplier of drug and alcohol testing for legal proceedings, Lextox wanted to understand their customers perception of the service they delivered and to get fresh insight on factors influencing the purchase of drug and alcohol tests.
Challenge
There was an internal perception that post-Covid 19 there had been a lot of change in this market and that the organisation needed to refresh its sales and marketing strategy to reflect this.
So the project kicked off with an internal workshop bringing together all internal stakeholders to review what was known about the market, the customer base and the internal perception of strengths and challenges within the customer journey.
We then carried out a series of qualitative depth interviews with existing customers to test the internal hypotheses and identify key themes for further investigation.
The insights from these depth interviews then shaped a larger scale quantitative survey that was circulated to existing and lapsed customers, as well as a random sample of prospects. The quant survey being of greater scale allowed for a more detailed segmentation of the data set across geography, customer type, levels of purchase activity as well as quantification of the specific hypotheses developed in the early-stage research.
The findings once interrogated and synthesised enabled us to provide:
- Detailed personas for each major customer profile
- Recommendations on service enhancements to support retention of customers
- Recommendations on the development of propositions and market approaches that would improve acquisition of customers
