Customer Segmentation Vision One Research — Market Research Services

Best-In-Class Market Research Services

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True growth starts with human understanding.
When you deeply understand people, you make sharper decisions, create meaningful connections, and inspire the behaviours that move your brand forward.

Our award-winning research services

Where we apply behavioural science to drive conversion and long-term change

Human Understanding

We investigate people, businesses and culture

Behavioural change and science

Understanding categories & markets

Market segmentation + targeting

Customer needs and journeys

Decision-making

Products & Services

We explore and capture what drives behaviours

Market sizing

Customer experiences

Idea generation and Innovation

Product testing

Price Optimisation

Brands and Communications

We inform brand and business strategy

Brand strategy & consulting

Brand Development (naming, positioning)

Brand Tracking

Messaging and Advertising

Packaging and Propositions

Human understanding

Audience & Customer Segmentation Research

What Do Customers Need From Your Market — The Biggest and Fastest Growing Brands meet Customer Needs… Does Your? Before customers make a purchase or a choice, they often consider a variety of options – both consciously and subconsciously. Historically, it was almost impossible to understand this process, or how well brands add value and meet their customers’ needs. But not anymore. Our ability to explore and understand human behaviour and needs has really evolved – revealing fresh and exciting new levels of insight. Many businesses know the product or service they want to deliver, but they often struggle to convey it to their consumers – or to align it with what people need or want. Some businesses turn to Maslow’s ‘Hierarchy of Needs’ – a simple and popular tool that helps brands to better understand customer needs. But it’s not enough. It just doesn’t go deep enough to explain why people make certain choices. Maslow’s model fails to recognise that our decisions are often instantaneous and subconscious – incorporating a complex mix of multiple factors and fuzzy logic. Why measuring customer needs is problematic Why do we choose one brand over another? Most of us can’t explain it clearly—because much of it happens subconsciously. Behavioural Economics and System 1…

Customer Needs – Driving Interest and Usage

To observe is to absorb the world’s secrets, hidden in plain sight The Power of Ethnography and Observational Research At Vision One, we like to combine innovative techniques with traditional methods to explore new ground and reveal a richer, deeper understanding of your brand, markets, customers and culture. Ethnographic research is a qualitative research method that involves studying people and cultures by observing them in their natural environment. Sometimes referred to as ‘deep dive’, is an increasingly popular approach that gains rich consumer insights, often over an extended period of time. Ethnography gets you closer to the truth. It immerses you into your consumers’ daily lives, exploring key parts of the customer journey – in or outside the home. Ethnography focuses on uncovering new insights and ways of thinking and is well-suited to innovation and new product development. Observing and videoing people in their own environment gives you a very real insight into their experiences. So, expect eureka moments, game-changing discoveries and flashes of inspiration. Benefits of ethnographic research Watch as participants explore or use a particular product or service, or try to complete certain tasks (e.g., cooking and mealtimes, DIY projects, cleaning, beauty & makeup, shopping, watching TV, etc.)….

Ethnography and Observational Research

Neuromarketing Neuroscience-Based Research — Why Vision One Join the leading brands that have achieved success through our System1 and Neuromarketing insights. Explore what makes your consumers tick? Understand behavioural biases and unlock the secrets to success through neuromarketing. Human behaviour is complex. The gap between what consumers say they will do and how they actually behave can feel like the critical, mysterious unknown. In most cases, asking people questions is only insightful if they know the answer. But what about all the situations where consumers don’t know why they behave in a certain way? How can we reveal what drives their subconscious behaviour? This is where neuromarketing research comes in. Take household grocery shopping, for example. Much of our shopping behaviour is intuitive and instinctive. So, we wander around the store on autopilot. Indeed, recent research suggests that 95% of buying decisions are subconscious and emotional. As specialists in neuromarketing and neuro-insight techniques, we can explore your consumers’ subconscious – revealing a whole new level of insight that adds colour, richness and understanding. Using neuromarketing research techniques, we focus on System 1 and 2 thinking, Attention, Engagement, Emotional Intensity and Long-term memory – it’s innovative, highly revealing and exciting stuff. How we help… We…

Neuromarketing & Neuro-insights

Qualitative Market Research Companies — Game-Changing Strategic Insights Vision One is one of the UK’s leading qualitative market research companies, offering a full range of insight services to give you the deep understanding you need to make your product or service the best it can be. Specialists in ideation, co-creation and all things qualitative. At Vision One, we specialise in uncovering the why behind consumer behaviour to unlock business challenges. Our qualitative research reveals the emotions, motivations and experiences that drive decision-making and help brands connect more deeply with their audiences. Understand Real Customer Behaviour At Vision One, we use a wide range of qualitative methods—including focus groups, in-depth interviews, ethnography, diary studies and accompanied shops—to explore how people think, feel and behave in real-world contexts. This human-centred approach allows us to uncover authentic attitudes, motivations and experiences that traditional data alone cannot reveal. Uncover Deeper Insight for Better Decisions Qualitative research provides the depth and context needed to understand why customers behave the way they do. By revealing the stories, perceptions and emotional drivers behind decisions, we deliver rich insights that inform product development, brand positioning, marketing strategy and customer experience. Support Growth Across Markets and Sectors Our qualitative research helps organisations explore new markets,…

Qualitative Research

Unlock Deep Customer Insights with U&A — Experts in market and category insight, helping brands uncover growth opportunities. Want to understand how your market really works? Our research uncovers customer behaviours, needs, perceptions, and purchase drivers, giving you the insight to spot opportunities, sharpen your positioning, and make confident strategic decisions that support sustainable growth. Usage & Attitudues Usage and Attitudes studies explore how customers engage with a category. They examine how often products are used, when and why they are purchased, what influences brand choice, and how different brands are perceived. These insights help businesses understand the market structure and identify opportunities for differentiation. Category explorations Category exploration research uncovers how consumers think about a category, including their needs, expectations, and unmet opportunities. By understanding motivations, barriers, and decision drivers, brands can identify innovation opportunities, refine their value proposition, and develop offerings that better align with customer demand. Landscape & opportunity Market landscape studies provide a broader strategic view of the competitive environment. They analyse key players, emerging trends, customer segments, and shifts in behaviour. These insights help organisations identify areas of growth, understand where they sit within the market, and make informed decisions about strategy, positioning, and investment. Usage & attitude (U&A) research The ability…

Usage & Attitudes Surveys

Optimising Products and Services

Proposition and Concept testing to validate your ideas early and launch with greater confidence or growth Concept testing helps you understand how customers respond to new ideas before significant time and investment are committed. At Vision One, we evaluate the appeal, relevance, and credibility of your concepts, identifying strengths, weaknesses, and opportunities for improvement. The result is clear insight that helps you refine ideas, prioritise the strongest concepts, and move forward with greater confidence. Fast & reliable concept testing made easy We offer a full range of concept screening and concept testing techniques and have extensive experience in both consumer and B2B markets. For example, this includes food and drink, FMCG, technology, travel and financial services. Vision One’s Concept Testing research IdeaProbe incorporates new System 1 thinking by focusing on emotional decision-making within short time frames. In addition, our testing includes the following two options: Concept testing is valuable for teams responsible for innovation, and is commonly used by: Winners ‘Best Market Research Company’ Product & Concept Testing Services Central location testing (CLT) CLTs, or Hall tests, bring real consumers into a dedicated research setting where they can interact with concepts, products, or prototypes first-hand. At Vision One, we combine…

Concept and Proposition Testing

Customer Satisfaction Survey Research Companies — Expert customer research and insights to inform Smarter Business Decisions Our team of customer experience (CX) and insight specialists develop programmes and transforms raw data into clear narratives, giving you the clarity, confidence, and cut-through you need to engage your customers and outperform competitors. Customer satisfaction Customer satisfaction research tells you how your customers really feel. Are you delighting them or quietly disappointing them? These insights help brands spot problems early, strengthen loyalty, and turn happy customers into advocates. When you understand satisfaction, you can protect your revenue and reputation. Customer journey Customer journey research shows what it’s ike to be your customer and the decision and buying process. Where do they get frustrated? What makes them hesitate? What convinces them to buy? By understanding these touchpoints, brands can remove friction, improve conversion rates, and create smoother, more memorable interactions. Customer needs Customer needs research goes deeper than behaviour — it uncovers what truly matters to people. What problems are they trying to solve? What motivates their decisions? These insights help brands sharpen positioning, innovate with confidence, and communicate in ways that genuinely resonate – and strategy is clearer and more effective. Customer satisfaction research (cSat) It’s a worrying statistic…

Customer Satisfaction & Experiences

Focus Group Agency — “Focus groups where conversation sparks insight” Vision One is a specialist focus group agency providing a wide range of qualitative research methods. We use group discussions and workshops to transform everyday conversations into powerful business intelligence. From live sessions to online communities, our qualitative experts uncover what matters most to your customers — helping you shape products, messages and experiences that truly connect. Ideation & Co-Creation Vision One’s co-creation brings brands and consumers together to develop ideas collaboratively. It delivers richer insights, faster innovation, stronger engagement, and solutions that better reflect real customer needs and expectations. Moderation Vision One’s moderators ensure every discussion stays focused, balanced and insightful. Our skilled moderators build trust, probe beneath surface answers, and uncover the genuine motivations shaping consumer attitudes and behaviour. Multi Country Focus groups bring people together in person or online, anywhere in the world. Whether you’re a B2B or B2C business, we have the skills and tools to uncover new insights, as well as the emotions and motivations driving customer decisions. See our full range of Focus Group companies explained Real insight stems from exploration, discovery and depth of understanding. Focus Groups (also known as Group Discussions or Research Workshops) remain one of the most…

Focus Group Research

Market Entry Vision One — Reduce the Risks in your expansion strategywith Market Entry and Sizing Research Our award-winning team have the tools and skills to get the answers your business needs Why is Market Entry research important? Market Entry Research refers to brands conducting a study within a market they are trying to enter to survey the sector and better equip a business expanding within that market or entering a new one. This data is vital for a brand to understand the size of the market they’re attempting to enter, how much revenue is generated in that market, and how likely the proposed proposition will succeed. From here, the research helps you identify and reduce any potential barriers that could conflict with the proposed plan. Internationally Accredited Our market entry testimonials How Your Brand Benefits From Market Entry Research With consumer needs and demands constantly changing, consumer research helps you develop and plan your business strategy and avoid the traps that await new and emerging brands. Our market entry & international research experts Consumer behaviour & Customer insight case studies View More Need the insights to make smarter, more confident decisions? Get in touch for a fast, tailored proposal of email us at mail@visionone.co.uk or call us…

Market Sizing + Market Entry Research

Pricing Research Company Vision One — Perfect Your Pricing – Don’t make the mistake of pricing yourself out of the market before you even start. Use pricing research to optimise your prices. Pricing market research Picture this. You have spent months, maybe even years, developing a product or service. How do you then ensure your investment has paid off? That is where we come in. Pricing research focuses on the costs of your product and considers factors such as fixed costs, market share, and more. It aims to understand what customers want and are willing to pay for. Allowing your brand to maximise profit, market share or revenue. The goal is to find a price point that is low enough for customers to feel comfortable paying, whilst not so low that they feel overcharged. Bear in mind that you need to ensure your profit zone costs align with what consumers consider acceptable. Otherwise, your product will not work, and additional work will be needed. Our pricing methods Award- Winning Agency Three-time winner of The Drum’s ‘Best Market Research Agency’ Our product and pricing research experts Latest client testimonials Your pricing research questions answered (FAQ) Contact Us We are quick, responsive, and above all, our research is…

Pricing Research to Maximise Profitability

New Product Development Research Agency — Innovation and Product Testing to help you succeed Improve your new product development research and NPD to increase success rates, customer satisfaction, UX and grow loyalty Optimise your product development process for success We have developed a new consumer-led development approach and philosophy called Innovision – created especially for clients looking to optimise their new product development and user experiences. We understand that you want your ideas to succeed and to avoid costly mistakes. Innovision is about pushing boundaries at every possible stage of product development. To explore, understand and discover in a whole new way. The result? Fast-paced, rigorous data and insight that support the advancement of your product ideas quickly and cost-effectively. Innovision is an NPD philosophy that can be applied to parts of the NPD process to ensure success. It shapes everything we do, from Ideation to Concept Development, Concept Testing, Packaging Testing, Pricing research, Brand Proposition, Brand Positioning and Volume Estimation. It’s a game-changing approach that works. To achieve excellence, you need to get a thorough understanding of your customer, their needs and where their priorities stand. UX research helps you fully step into your customers’ shoes. How product research drives success Working across a range of industries, including Technology, Food and…

Product Market Research for Innovation + Growth

Brands and Communications

Advertising Tracking Research Company Vision One — The impact of advertising tracking Targeting your customers through different media produces the biggest opportunity for brands to succeed. Whether it be through social media, television, print or Google, it’s your perfect time to tell your story directly to the consumer. The awareness and the impact that your advertising campaigns and marketing activities generate will ultimately dictate how your brand will be perceived and grow. Whilst marketing often aims to drive brand awareness or specific image attributes, it does more than that… it helps drive Brand Momentum. Advertising tracking is often incorporated into brand tracking studies and is often a highly complex process. Our team of expert researchers will guide you through the process to ensure the right conclusions are made and help guide marketing strategy. Why trust us with your advertising tracking We are one of the few advertising research agencies globally to hold ISO 20252:2012 accreditation, the only body to be recognised globally. We are also three-time winners of The Drum’s Best Market Research Agency, as voted for by research buyers in the UK and internationally. Our innovative advertising tracking methods We adopt two methods to track your advertising: Sometimes, tracking your advert isn’t enough. This is why we integrate our advertising evaluation system, AdProbe Pre-testing to…

Advertising Campaign Evaluation

Unlock the true power of understanding your brand positioning by making your customers position you above your competitors through actionable insight A strong Brand Proposition, Positioning and Targeting Strategy is essential for all businesses striving for success. Our Brand Growth study shows that Brands with a strong positioning typically see revenue increases over 10%-20%. The Brand Positioning Strategy The perception your target market has of your brand determines how consumers view and use your business. The position they place your brand determines which brands you’ll compete with and how. When positioned correctly, your brand strategy and business offering will be aligned and in turn, add value to your brand. To summarise, Brand Positioning is about owning the position (space) in the customer’s mind and is often depicted as a two-dimensional space. The dimensions should focus on the market’s needs and what differentiates you from the competition. Once the differences between your brand and your competitors are established, the benefits you offer are what generate those differences and show your value to the target market. Brand Positioning Research In order for you to get your Brand Positioning in the correct place, you need to consider three things: Target Audience When developing…

Brand Positioning Research & Strategy

Vision One offers bespoke brand tracking programmes help B2B and B2C brands measure awareness, perception, loyalty and equity over time.

Brand Tracking Research for Better Brand Health

Advertising Research Insight Agency — We combine cutting-edge advertiing and messaging research, strategic thinking and storytelling to understand, test and optimise communications so our clients’ messages resonate and deliver real impact.

Optimise your Marketing Communications

Packaging Research to Improve Product Appeal

Thought Leadership Research In a crowded marketplace, the brands that stand out are the ones that shape the conversation. Our thought leadership research services combine rigorous market intelligence, industry insights, and strategic foresight to help you become a recognised authority. Through data-driven storytelling, we empower your team to influence audiences, spark engagement, and reinforce brand authority. Trusted Source & Expert Combine robust, evidence-based research with distinctive, insight-led content to raise awareness and educate your audience, shape perspectives, and build lasting authority as the trusted go-to expert. Develop Original Ideas Leverage proprietary thought leadership research to uncover fresh, data-led ideas and narratives that stand out, inspire opinion, and create powerful PR opportunities with compelling stories and media-ready angles. Deepen Relationships Position your brand as a trusted advisor through meaningful, insight-led thought leadership that addresses market hot topics, resonates with customer challenges, and drives authentic, lasting engagement. Our thought leadership research approach: Objective What You Achieve Trusted Expertise You become a recognised source of insight, not just a commentator. Stronger Brand Perception Elevated market awareness and improved perception among target audiences. Fresh & Unique Ideas Proprietary voices or white space themes that distinguish you. Engagement & Influence Richer connections with stakeholders, media,…

Thought Leadership Research

Sector expertise

As a specialist market research consulting service, we know how to make your business decision-making simple!

Our qualitative and quantitative research expertise has helped hundreds of UK and international organisations make better decisions. So, if you want to launch new products, grow your brand, measure customer satisfaction, and track marketing performance, you have come to the right place.

We are committed to the highest quality standards and are proud to be one of the select market research companies worldwide to be ISO 20252:2012 accredited.

Industry Sectors and Specialisms

HOUSING & CONSTRUCTION

Vision One is an award-winning full-service market research agency in London (UK)

The Benefits of Market Research

Market research involves gathering, analysing, and interpreting data and insights about customers, competitors, markets, and emerging trends. It plays a crucial role in helping businesses make informed decisions, uncover opportunities, refine strategies and achieve objectives.

Competitive Advantage

Market research reveals competitors’ strengths and weaknesses, uncovering gaps in proposition, positioning and delivery. With clear insight, you can differentiate your brand, sharpen your strategy and gain a lasting competitive edge.

Improved Profitability

Profitability grows by converting prospects faster and boosting repeat purchases. Research sharpens conversion and retention by aligning your brand to real customer needs and behaviours—before, during and after purchase.

Return on Investment

Change doesn’t have to be a gamble. With qualitative and quantitative research guiding each stage of development, you give your audience a voice, avoid costly missteps, accelerate launch, and maximise ROI.

Your market research questions answered (FAQ)

A market research agency designs and conducts structured research studies to help organisations understand customers, competitors, markets, and brand performance. This includes surveys, interviews, focus groups, data analysis, and strategic reporting.

Market research is beneficial for a wide range of businesses, from small startups to large multinational corporations. It helps companies understand their target audience, identify market trends, and refine their marketing strategies across a range of industry sectors:

Financial services
Technology and SaaS
Healthcare and pharma
Education
Retail and FMCG
Professional services
Public sector and not-for-profit
Travel and Tourism
Food and Drink and Hospitality

We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include

Advertising research and Ad testing
Brand research (identity and brand equity)
Brand tracking studies
B2B and Business Research
Customer satisfaction and CX
Ethnography and observation
Idea generation and Co-creation
International & global research
Market segmentation and personas
Messaging and Copy testing
Online research and online surveys
Pricing Research
Proposition and Concept testing
Optimise your NPD Process
Research training & Consultancy
Retail & Shopper Insights
Usage & Attitude surveys

Our market research services are enhanced by advanced analytics, including sentiment analysis, regression modelling and predictive insights. This ensures a holistic understanding of your audience and market trends, tailored precisely to your research objectives.

Vision One is a leading customer research agency helping firms truly understand their audiences and deliver exceptional experiences. Our services include customer experience (CX) research, customer satisfaction studies (cSat), and customer segmentation to reveal what drives loyalty and behaviour. Combining advanced analytics with qualitative insight and customer journey mapping, we uncover the ‘why’ behind customer decisions—empowering businesses to enhance experiences, build stronger relationships, and drive sustainable growth.

Organisations partner with Vision One because we provide:

Independent, unbiased research
Senior-level involvement on every project
Transparency and close partnering
Clear commercial interpretation
Actionable, board-ready outputs
Long-term brand tracking expertise
Delivering research excellence for over 25 years

We focus on delivering clarity, not just data.

Data integrity is at the heart of our research process. We are ISO 20252 accredited and utilise robust sampling frameworks, meticulous data validation techniques, and continuous quality monitoring throughout the research lifecycle.

Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.

We work with companies of all sizes, from small businesses (SMEs) to the world’s largest international brands, and market research is important to them all.

For any business, market research agencies possess a deep understanding of research and how to achieve the desired results. It’s about understanding customer needs, market demand, pricing strategies and industry trends.

UK market research companies support innovation, validates business ideas, and ensures that marketing messages are effectively targeted. Businesses that invest in consistent market research are better positioned to respond to market changes, create and attract loyal customers and maximise ROI.

Here are the addresses for some of the UK’s top market research companies in London, specialising in full-service research

Vision One Research – 85-87 Bayham Street, Camden, London, NE1 0AG
Brandspeak – 1st Floor, London, W8 6SN
Ipsos – 3 Thomas More St, London, E1W 1YW
Savanta – 60 Great Portland St, London, W1W 7RT
System1 – 52 Bedford Row Holborn, London, WC1R 4LR
Kantar – 30 Stamford St, London, SE1 9LQ
B2B International – 10 Triton St, London, NW1 3BF

Vision One is committed to ethical practices in market research by adhering to industry standards and guidelines set by organisations such as the Market Research Society (MRS) and ESOMAR. This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process.

Checkout the MRS food testing guidelines

By prioritising ethical considerations, Vision One builds trust with clients and participants alike, ensuring that the research conducted is not only effective but also responsible and respectful of individual rights.

Book a Meeting

If you are curious to learn more about how we could work together or about our market research services, feel free to book a meeting.

If urgent, please call us on 0203 693 3150 or use the contact button below.

Contact Vision One

All our research services are customised precisely to each client’s requirements, so we will need to talk to you to ensure the best solutions and outcomes.

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or call 0203 693 3150

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Latest News

An image showing a person using a smartphone to access ChatGPT alongside a laptop displaying the ChatGPT interface, illustrating AI-powered conversational technology. — New research reveals AI is now embedded in everyday life and work New survey research from Vision One highlights a decisive shift in how artificial intelligence tools and chatbots are being adopted and applied, with usage now firmly embedded across both personal and professional environments. Based on a nationally representative study of 1,500 people, the findings highlight rapid and widespread adoption of AI tools and chatbots, with 58% of adults now actively using them. While AI has become a familiar part of daily life at home or at work for many, adoption is not yet universal – 42% of the population still remains on the sidelines, especially the older age groups and those outside the office environment. ChatGPT has emerged as the leading AI tool to date, with 44% of adults using it, representing nearly three-quarters (76%) of all AI users. Google’s Gemini ranks second, with 38% usage (65% of AI users), followed by Microsoft’s Copilot at 26% (45% of AI users). But beneath this adoption lies a more interesting story. While almost everyone is using AI, how they use it varies significantly. AI adoption in the UK – The headlines The study reveals that nearly half of AI users…

Latest Behavioural Research on AI Adoption in the UK

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Customer Research

Product & Innovation

Brand & Communications

Award Winning Insights

Qualitative Research

Quantitative Survey Research

Other Research Methods

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Sectors F-L

Sectors M-Z

International research

Global Market Research

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Market Research Services

Best-In-Class Market Research Services

True growth starts with human understanding.When you deeply understand people, you make sharper decisions, create meaningful connections, and inspire the behaviours that move your brand forward.

Our award-winning research services

Where we apply behavioural science to drive conversion and long-term change

Human Understanding

Products & Services

Brands and Communications

Human understanding

Audience & Customer Segmentation Research

Customer Needs – Driving Interest and Usage

Ethnography and Observational Research

Neuromarketing & Neuro-insights

Qualitative Research

Usage & Attitudes Surveys

Optimising Products and Services

Concept and Proposition Testing

Customer Satisfaction & Experiences

Focus Group Research

Market Sizing + Market Entry Research

Pricing Research to Maximise Profitability

Product Market Research for Innovation + Growth

Brands and Communications

Advertising Campaign Evaluation

Brand Positioning Research & Strategy

Brand Tracking Research for Better Brand Health

Optimise your Marketing Communications

Packaging Research to Improve Product Appeal

Thought Leadership Research

Sector expertise

Vision One is an award-winning full-service market research agency in London (UK)

The Benefits of Market Research

Competitive Advantage

Improved Profitability

Return on Investment

Your market research questions answered (FAQ)

What does a market research agency?+

Which industries does Vision One specialise in?+

How does Vision One help businesses?+

What market research methods does Vision One use?+

What types of customer research does Vision one specialise in?+

Why businesses choose Vision One as your insight partner?+

How does Vision One ensure data accuracy and quality control?+

Why is market research important for a business?+

Who are London’s top market research companies?+

How does Vision One ensure ethical practices in market research?+

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Latest News

Latest Behavioural Research on AI Adoption in the UK

Police investigation workshop – Ready to become a detective?

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North West (Liverpool)

Birmingham

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True growth starts with human understanding.
When you deeply understand people, you make sharper decisions, create meaningful connections, and inspire the behaviours that move your brand forward.

Head Office
(London)

The Lounge
(Leeds)