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Market research news and blogs

Articles and whitepapers exploring research, trends and strategy.

Best Customer Satisfaction Survey Companies

Top Tips to Finding the Best Customer Satisfaction Survey Companies: Here are some of the key takeaways on how to find the best customer satisfaction survey companies. Start with Clear Objectives Self-Serve:Before jumping into a survey template, ask: What business question am I trying to answer? Is it to track satisfaction over time, identify service pain points, or compare branches? When you know your objectives, you’re in a better position to find the best customer satisfaction survey companies for your needs. Before you log into any platform, write down three clear questions your survey must answer. For example: ➡️ Tip: Write your goal as one sentence — if you can’t, you’re not ready to launch. Many DIY users skip this step, leading to scattershot questions and confusing results. Full-Service:Full service offers a better solution when it comes to expertise, maximising response rates and gleaning the best insights, but does come with a price. When briefing agencies, be explicit about what decisions the survey should inform. Ask: ➡️ Ask: “How will this survey connect to our business KPIs or service improvements?” Focus on Questionnaire Design, Not Just Length Self-Serve:It’s easy to add too many questions. Keep it short (under 10 minutes) and ensure every question has a purpose. ➡️ Tip: Test your…

Top Tips to Finding the Best Customer Satisfaction Survey Companies
Kendra Furey Head of Brands at Vision One

Celebrating the Appointment of Kendra Furey as Head of Brands I’m absolutely delighted to share some exciting news from all of us here at Vision One Research. Kendra Furey has been promoted to Head of Brands. Over the past six years, Kendra has been an integral part of our journey, leading with empathy, intelligence, and an unwavering dedication to our clients as Head of Client Success. She has played a huge role in helping us deepen our partnerships and deliver insights that have genuinely transformed how our clients view their brands and customers. In her new role, Kendra will lead our brand research team, helping clients uncover what truly drives brand growth and guiding them on their journey toward achieving Brand Momentum – our proven approach to sustainable brand success. A New Chapter for Vision One At Vision One, we’ve always believed that brands can, and should, be powerful engines of growth. But as the marketing world evolves, it’s clearer than ever that performance marketing and short-term activation alone can’t deliver the long-term results businesses need. That’s where Kendra’s leadership makes all the difference. Her passion for brand strategy, behavioural insight, and helping clients succeed is truly inspiring. She has a rare ability to see both the…

Vision One Appoints Kendra Furey Head of Brands
The Power of Co-creation workshops

The Power of Ideation and Co-Creation Workshops When a business hits a wall, whether it’s slowing growth, stagnating innovation, or struggling to connect with customers, it’s rarely because of a lack of thought or effort. It’s often because there’s no clear process for turning ideas into insight. That’s where market research and, in particular, co-creation research come to the fore. At Vision One, we’ve seen how well-structured ideation and co-creation workshops can unlock new thinking, inspire innovation, create clarity of outcomes, and build alignment across teams. Having spent a lifetime in research, I believe that co-creation and ideation sessions, done right, don’t just generate ideas; they shape the future of brands and create a clear vision for the company and its stakeholders. —————————————————————— Ideation Workshops versus Co-Creation Explained Ideation Workshops Purpose of Ideation:  To generate new ideas — lots of them — around a particular challenge or opportunity. Who’s involved: Usually a mix of internal teams (e.g., marketing, product, strategy, or leadership), select stakeholders and sometimes end users, ideally Focus: Outcomes: A set of prioritised ideas ready for further exploration, validation, or prototyping. Co-Creation Workshops Purpose of Co-Creation: To develop or refine solutions collaboratively with end users, customers, or external partners. Who’s involved: A mix…

#1 Top Tip: The Power of Ideation and Co-Creation
Guide to online Qualitative Research

Your go-to guide towards Online Qualitative Research Online Qualitative Research has become more prevalent due to the digital world we all now live in, becoming widely practised around the world by researchers and strategists who want to know how consumers think, feel and do. With the development of digital technologies and smartphones, researchers can be connected with consumers almost 24/7 without having a physical presence. Why would you conduct Online Qual? How healthy is your brand? is it memorable? How is it perceived? Our Brand Tracking and Brand Equity tools provide critical analysis of your brand in real-time. We measure your brand against the key metrics that drive growth – powerful, indicative measures like Brand Reputation and Brand Awareness. Benefits on Online Qualitative Research? Ethnography gets you closer to the truth. It immerses you in your consumers’ daily lives, exploring and revealing the core parts of their customer journey – in or outside the home. Observe your consumers in their environment to reveal real insight into their true experiences. Why use a Qualitative Research Agency? What do your customers really think and feel when they experience your brand? What draws them to your brand and what acts as a barrier?…

Your guide to Online Qualitative Research
How to find the best market research companies

The best market research companies don’t just collect data, it uncovers insights that drive better decisions. But the “best” agency for you depends on your objectives: do you need to explore customer motivations, test new concepts, or track brand performance over time?

Find the Best Market Research Companies
FAQ What we know about Gen Z in 2025

What we know about Gen Z in 2025 – Key Insights for Brands Who Want Real Connection What we know about Gen Z in 2025 Gen Z is no longer “the up-and-coming” generation. With increasing purchasing power, cultural influence, and distinct values and behaviours shaped by technology, social change, and economic uncertainty, they are central to any forward-looking marketing strategy. Generational cohorts like Gen X, Y (Millennials), and Z are important to marketers because they offer a clear framework for understanding consumer needs, behaviours, and values across life stages. Marketers use these generational cohorts to segment audiences, predict behaviour, and connect with consumers in a more meaningful way. Below are the most recent research findings and what they mean for brands wanting to engage Gen Z authentically. Who are Gen Z? Generation Z, or Gen Z, refers to people born roughly between 1997 and 2012, following Millennials and preceding Generation Alpha. Often called “zoomers,” they are the first generation to grow up fully immersed in the digital age, with technology, social media, and instant access to information shaping their worldview. Most are children of Generation X and are known for their diversity, global awareness, and value-driven mindset. They prioritise authenticity, inclusivity, and…

What we know about Gen Z in 2025
Why Brand Energy is the Future of Brand Building

Brand Energy is the new currency of brand building In a crowded market, standing out is no longer just about having the biggest budget or the sharpest creative. It’s about energy. Brands with energy feel alive – they radiate momentum, spark curiosity, and make people want to get involved. Energy is what creates excitement, what fuels growth, and what keeps a brand front of mind. In his book Brand Momentum, our CEO Tony Lewis explores how the perception of growth directly impacts actual business growth. He introduces the idea of a Brand Velocity Score, a measure that shows how current perceptions of growth can accurately predict future brand consumption. The takeaway is powerful: when communications feel energetic and exciting, they don’t just capture attention, they create a sense of momentum. Customers see the brand as youthful, relevant and growing – even if the product itself hasn’t changed. In short, brand energy doesn’t just reflect growth; it helps generate it. But if energy is the new currency of brand building, there’s a challenge that often gets overlooked: the lifecycle of messaging. The Problem with Messaging Lifecycles Every piece of brand messaging has a lifecycle. It starts fresh, compelling and relevant. But over time, familiarity dulls its…

Why Brand Energy is the New Currency of Brand Building
Business Book Awards 2025 - Sales and Marketing

Tony Lewis Triumphs at Business Book Awards 2025 with Brand Momentum A Night of Celebration at Wembley London, 11 September 2025 — It was a night to remember at Wembley as the best minds in business writing gathered for the prestigious Business Book Awards 2025. Among the brightest stars was Tony Lewis, CEO of  Vision One Research, who walked away with top honours in the Sales & Marketing category for his groundbreaking book, Brand Momentum. With a packed audience of industry leaders, entrepreneurs, and literary influencers, the event celebrated excellence in business thought leadership. The win marked a defining moment not just for Lewis, but for professionals everywhere seeking fresh, practical insight into brand growth and sustainability. Brand Momentum: A Game-Changer in Sales & Marketing Since its release, Brand Momentum has captured the attention of business professionals, marketers, and executives alike. What sets this book apart? It dives deep into the science of sustainable brand growth, offering not just theory, but a proven framework and practical measurement tools to drive long-term success. The Business Book Awards judges praised the work, stating: “The author has shown outstanding credibility and thought leadership in this category. Their fresh, innovative approach and engaging content, combined with excellent case studies, brought the key messages to life…

Brand Momentum Triumphs at Business Book Awards 2025 in Sales & Marketing
Best Consumer Research Companies

Consumer-focused brands face constant pressure: shifting tastes, competitive innovation, fragmented channels, and higher consumer expectations. The best consumer research companies help you cut through that noise and show how consumers think, buy, and feel so you can make smarter decisions. Here we explore the top consumer research methods, what to look for, why they matter for consumer brands, and UK-based companies that excel in each area. 1. Qualitative Consumer Research What it’s for: Understanding the why: motivations, emotions, behaviours, and attitudes that shape consumer choices. Why it matters for consumer brands:In crowded markets, consumer decisions are rarely rational. People buy on emotion, habit, and subconscious cues. Qualitative research reveals what consumers truly value in a brand, why packaging makes them pick one product over another, or how advertising language resonates. This helps brands fine-tune messaging, creative, and innovation pipelines. What you should look for:Skilled moderation, strong recruitment, and an ability to uncover deeper meaning behind consumer statements. What results to expect:Narrative reports, video highlights, and thematic frameworks that connect consumer emotions to brand opportunities. UK companies to consider:  At Vision One, our philosophy is that qualitative research is a practical way to understand motivations and consumers, but a practical way to build better offerings and innovate in a way…

Best Consumer Research Companies in the UK
Market Size, Potential and Market Share

Why Market Sizing Matters for Scale Ups Understanding TAM (Total Addressable Market), SAM (Serviceable Available Market), and SOM (Serviceable Obtainable Market) is crucial for any business seeking clarity on growth potential and for calculating market size and opportunity. These metrics are often used in new product development research and concept testing research to help define overall demand, pinpoint realistic opportunities, and identify achievable market share. By mastering them, businesses can sharpen strategy, allocate resources effectively, and build investor confidence. This article explores their benefits in depth, demonstrating how they inform smarter decisions and reveal true growth potential—making it essential reading for ambitious leaders. Knowing your market size is essential if you want to grow with confidence. Market sizing helps you: Two Proven Approaches to Market Sizing Top-Down Approach The Top-Down approach starts with broad industry data and narrows down to your segment. Example: Launching a plant-based protein bar in the UK This approach shows the scale of the big picture opportunity before refining it into achievable goals. Bottom-Up Approach The Bottom-Up approach to calculating market size builds on your own product inputs, such as pricing, conversion, and customer base. Example: Launching a subscription-based meditation app in the UK This view is grounded in real behaviours and…

How to Calculate Market Size for New Products
best companies for b2b market research

The best companies for B2B Market Research B2B market research is vital – it helps you better understand your clients’ needs and preferences, as well as their decision-making and buying behaviours. Ultimately, business-to-business, or B2B market research provides all the essential information and insights for tailoring products and services to meet client needs. The best B2B research can also help you identify new opportunities, build your brand and improve marketing communications. Business research is perfectly placed to uncover new insights, create market segments and niches, identify trends and provide the knowledge to help you grow.  Vision One thrives on helping b2b companies in the UK and across the globe. We help build brands, understand customers and identify gaps in the market where their products or services can fill a need or provide a unique solution. Understanding the competition is critical when it comes to finding the best B2B research agency for you An important aspect of B2B research is that it provides benchmarking and insights into competitor activity, including their strengths, weaknesses, and strategies. Qualitative and quantitative research are the most reliable ways of understanding people and businesses. They can help in devising plans to differentiate your brand from the competition, helping you stay ahead and improve your momentum. Research-based data can also…

The Best Companies for B2B Market Research?
Customer Service

Why Great Customer Service Matters More Than Ever Recent data indicate that UK customer satisfaction (as measured by the UK Customer Satisfaction Index, UKCSI) reached 77.3 in July 2025, a 1.5‑point increase from July 2024 and the highest level since early 2023. This signals a slowly improving landscape—yet challenges remain. In January 2025, service failures still cost UK organisations a staggering £7.3 billion per month, and just 21% of customers reported increasing their spending due to excellent service, according to the Institute of Customer Service. The Business Case for Great Service UK-Specific Snapshot: Who’s Getting It Right—and Where We’re Falling Short AI isn’t the silver bullet: While AI chatbots offer efficiency, 42% of Brits admit to being ruder to AI than human agents, and 57% have abandoned purchases due to poor support. Top performers: John Lewis (recently overtaking M&S), Nationwide, and Timpson topped the UKCSI charts, according to the Institute of Customer Service. 26% of customers now say positive personal treatment improves their satisfaction, according to the Institute of Customer Service. Lingering frustrations: A Guardian investigation reports that UK adults spend between 28 and 41 minutes per week wrestling with inefficient service systems—particularly across energy, broadband, NHS, and council services. The Guardian. In the telecom sector, providers like TalkTalk, Virgin Media, BT, and EE top the complaint charts, while smaller…

Why Customer Service Matters More Than Ever