2. Quantitative Research
What it’s for: Measuring opinions at scale, validating hypotheses, and providing statistically reliable evidence.
What you should look for:
Strong quant projects start with rigorous design and finish with results that are representative, clear, and decision-ready. Look for robust sampling, unbiased survey design, and strong statistical modelling.
What results to expect:
Top research agencies should deliver dashboards and reports that highlight topline findings, segment breakdowns, and key statistical drivers — without overwhelming stakeholders. Expect interactive dashboards (often bespoke) for ongoing studies, and clear insight presentations that tell the story behind the numbers.
Recommended agencies:
- Kantar – Offers bespoke large-scale surveys and tools like BrandZ for brand equity tracking.
- Savanta – Agile omnibus and bespoke quant platforms that deliver results quickly.
Why they’re good:
Kantar’s bespoke modelling and benchmarking tools make them ideal for multinational brands. Savanta stands out for its agile tools that balance speed and reliability.
✅ At Vision One, our quantitative research philosophy is that numbers must clarify, not confuse. We use bespoke models and survey designs to cut through noise and extrapolate insights into reports that highlight the real story in plain English.
3. Brand Tracking & Brand Health
What it’s for: Measuring brand awareness, equity, loyalty, and how perceptions evolve over time.
What you should look for:
Avoid off the shelf solutions which are inflexible and offer little value and many businesses are attracted to the lure of always-on tracking – but the reality is the data isn’t robust enough to analyse unless you have very deep pockets. On the other hand, the best brand tracking companies provide consistent measures while adapting to market changes. The best agencies not only deliver KPIs but also explain why they’re shifting.
What results to expect:
Deliverables usually include dashboards that update in real-time (for continuous tracking) and periodic reports that interpret changes. A strong agency should provide actionable commentary alongside numbers. Bespoke models (such as equity frameworks or loyalty drivers) are particularly valuable, as they link results directly to growth levers.
Recommended agencies:
- YouGov – Uses its bespoke BrandIndex platform for daily brand tracking.
- Ipsos – Builds customised brand equity frameworks.
Why they’re good:
YouGov offers continuous, always-on dashboards with benchmarking against thousands of brands. Ipsos provides bespoke tracking systems built around client strategy, making them highly adaptable.
✅ At Vision One, we believe brand tracking must go beyond static KPIs. We have spent decades designing our bespoke BrandVision™ tool that integrates both current performance and the drivers of loyalty and advocacy. This tool helps us bridge the gap between research and business growth, helping build momentum and sustainable growth.
4. Customer Satisfaction and Brand Experiences (CX & UX)
What it’s for: Understanding satisfaction, loyalty, UX and engagement across journeys.
What you should look for:
CX and EX projects should measure the right moments, link to business outcomes, and provide continuous feedback loops.
What results to expect:
Expect dashboards with live satisfaction scores (e.g., NPS), pulse reports for stakeholders, and narrative insight presentations highlighting pain points and opportunities. The best agencies use bespoke journey-mapping tools to visualise where experience breaks down.
Recommended agencies:
- Forsta – Provides a bespoke CX tech platform with customisable dashboards.
- InMoment – Offers bespoke “Experience Improvement” frameworks linking data to ROI.
Why they’re good:
Forsta integrates feedback seamlessly into enterprise platforms, making data highly actionable. InMoment excels at bespoke reporting that connects customer feedback to measurable business value.
✅ At Vision One, we understand growth is at the forefront of our clients’ minds and that feedback is only useful if it leads to change. We focus on relevance and actionability, ensuring customer experience is used to improve the offering and add value to businesses. We ensure they are incorporated into organisational decisions, not just dashboards.
5. Concept, Product & Packaging Testing
What it’s for: De-risking launches and identifying ideas with the best potential.
What you should look for:
Good product testing replicates real-world purchase conditions, measures instinctive reactions, and highlights both strengths and risks.
What results to expect:
Deliverables often include ranked concept scores, “winner” vs “loser” recommendations, and narrative reports explaining the why. The best agencies use bespoke predictive models and simulators (e.g., virtual shelves) to show real-world outcomes.
Recommended agencies:
- NielsenIQ – Bespoke testing platforms like BASES and virtual shelf simulations.
- System1 Group – Bespoke emotion-based testing system for advertising and innovation.
Why they’re good:
NielsenIQ’s bespoke BASES framework is highly predictive of FMCG in-market success. System1’s bespoke emotion metrics reveal how ideas trigger instinctive human responses.
✅ As testing experts and big advocates for experimentation, we believe that testing should accelerate innovation, not hold it back. Our bespoke testing frameworks are designed to give businesses clarity and confidence — balancing speed with robust, real-world insights.
6. Segmentation & Market Understanding
What it’s for: Dividing markets into actionable groups for sharper targeting and strategy.
What you should look for:
Great segmentations are both statistically robust and practically usable. They should generate personas and frameworks that teams can adopt easily.
What results to expect:
Expect detailed segment profiles, activation workshops, and tools like customer journey maps or personas. The best agencies provide bespoke dashboards or visual assets that bring segments to life and a clear, digestible framework for how they are used.
Recommended agencies:
- B2B International – Bespoke B2B segmentation frameworks designed for industrial and service markets.
- Hall & Partners – Use bespoke needs-based and communications-linked segmentation tools.
Why they’re good:
B2B International provides bespoke outputs that translate complex data into simple, usable personas. Hall & Partners excels at linking segmentation to communications, ensuring activation.
✅ At Vision One, we know that segmentation is only valuable if it’s embedded. We provide bespoke activation support, from storytelling workshops to practical tools, ensuring segments live and breathe within client organisations.
Final Thoughts
The “best” market research company depends on what you need. The strongest partners deliver not just methods, but clear outcomes (dashboards, reports, and bespoke tools) that translate into action.
Global players like Kantar, Ipsos, and NielsenIQ excel at scale and advanced frameworks. Specialist boutiques like Acacia Avenue and B2B International bring niche depth. Vision One’s philosophy is to bridge those worlds: expert-led, bespoke, and always focused on making research truly insight-driven.
👉 When evaluating a partner, don’t just ask what they’ll do — ask what you’ll get back and how it will help you make confident, insight-led decisions.
