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Market Research Agency London

Market research news and blogs

Articles and whitepapers exploring research, trends and strategy.

Invest in Customer Satisfaction Research for better insights

Why Now Is the Year to Invest in Customer Satisfaction Research In today’s digital-first world, customer expectations are moving faster than many organisations can keep up with. The result? A growing gap between the experience businesses deliver and the experience customers expect. Forrester reports that CX quality has fallen for the second consecutive year, and a staggering 57% of customers believe service has worsened. For brands that want to thrive – not just survive – customer satisfaction research is no longer optional. It’s your competitive advantage. So pull out your wallet and invest in customer satisfaction research for long-term growth. Customer satisfaction measurement is essential as it helps organisations uncover what truly drives customer loyalty, reduce churn, and design customer journeys that meet (and exceed) expectations. Here’s why online research is the cornerstone of CX success in 2025—and how you can use it to stay ahead. Loyalty Is Fragile—Experience Is Everything Customer loyalty is under unprecedented pressure. With more choice, easier switching, and higher expectations, consumers are quick to abandon brands that don’t deliver. Satisfaction research helps you spot the moments in your customer journey where loyalty is at risk. Whether it’s a slow response time, a confusing digital interface, or inconsistent service between channels, these…

Invest in Customer Satisfaction Research
Vision One are now ISO accredited

Following a recent audit, we are delighted to announce that we have retained our ISO 20252 certification, reasserting the high-quality services we provide our clients. What is ISO20252? ISO 20252:2012 is the only globally recognised quality standard for the market research industry, making us one of only around 100 research companies worldwide to have converted to this standard. This ISO accreditation is an integral part of our commitment to quality, continual improvement and our clients. The rigorous audit (delayed due to the Coronavirus pandemic) was conducted by QMS International (now called Citation), and our ISO status is valid until 2027, when the next assessment is due. The certification covers all aspects of our business from the bid process to project delivery, training and GDPR, and it is a credit to all our staff who have made the ISO 20252:2012 accreditation possible. Alex Brown, Head of Operations, commented. “We are very proud of our recent achievements and quality standards. We will not be resting on our laurels and will continue to invest heavily in our Research Process Management System. Delivering the highest-quality, most effective research to our clients is the driving force behind everything we do. We are most grateful to our clients who…

ISO Update: Vision One’s ISO 20252 Certification renewed
Projective techniques to unlock the consumer

What are Projective Techniques? Projective techniques are essential qualitative research techniques for those looking to understand how consumers think, feel and behave. Vision One is an expert in focus groups, depth, and ethnography, and this article explains some of the things you need to know about the topic and the benefits to your business. Projective Techniques Explained Projective techniques have their roots in clinical psychology. They are creative exercises used by qualitative researchers to simplify conversations, especially those relating to more sensitive subjects. Implementing such enabling or projective techniques allows moderators to go beyond consumers’ immediate conscious awareness and discover their nonconscious thoughts, feelings and behaviours. The concept of nonconscious action has been underpinned by advances in brain scanning, neuroscience, and the rise of behavioural science – all of which lend validity to its existence.   Why are they necessary?There are numerous reasons why individuals may be unable or unwilling to reveal how they feel about a subject. One reason is that people generally want to be perceived as conforming to the norms of the group or society that they are in, regardless of whether they feel that way. This is a mechanism to avoid rejection from society or groups – one of the strongest drivers of human behaviour. Many people also struggle to verbalise…

Projective Techniques for better insights
Benefits of Focus Groups Explained by Vision One

Benefits of Focus Groups and Group Discussions Explained When you’re building a business, one of the biggest questions you’ll face is: what do my customers really think? It’s not enough to just assume or rely on gut instinct—brands that last are the ones that listen carefully, test their ideas, and adapt. One of the most tried-and-tested ways of doing this is through focus groups (also known as group discussions or sometimes workshops). What exactly is a focus group? A focus group is a research technique where you bring together a small group of people—usually between 6 and 10 participants—who fit the profile of your target customer. They’re invited to share their thoughts, opinions, and experiences on a particular topic. This might be anything from testing reactions to a new product idea, to exploring how people feel about your latest ad campaign, to understanding everyday behaviours in a category like food, travel, or finance. These sessions are led by a trained moderator (or facilitator). Their job isn’t to lecture, but to guide the conversation in a way that keeps it relevant and insightful. Moderators use a discussion guide (a plan of topics and questions), but they also have the flexibility to dig deeper when something interesting comes up. That’s what…

Explaining The Benefits of Focus Groups
Vision One strengthens client team

Vision One strengthens the client team with new hire We are delighted to announce the appointment of Leah Doyle as Insight Manager who has now joined the Vision One team. Possessing both qualitative and quantitative skills, Leah brings extensive research experience having worked at Pion, The Beans Group and Rare Group, and since graduating from the University Bsc in Psychology at Liverpool Hope and an Msc in Consumer Behaviour at Goldsmiths University of London. ‘We’re thrilled to welcome Leah Doyle’ says Alex Brown, Director of Insight. “With a deep passion for youth, culture and all things insight-related, she brings fresh perspectives and invaluable expertise. We know her passion, energy, and curiosity will be a perfect fit and we couldn’t be more excited to have them on board.” We look forward to Leah working closely with our other research experts and creating actionable insights that shape brands for the better. To find out about the work Leah will be doing, navigate through some of the services where Leah’s input will be vital. Leah Doyle’s Expertise Holding a BSc in Psychology and an MSc in Consumer Behaviour, she combines a deep understanding of human decision-making with practical industry knowledge. Leah is also a previous…

Leah Doyle joins Vision One team
How to win Market Share

Winning Market Share For challenger brands and businesses looking to grow and disrupt, market share is a go-to measure of success. Whether you’re a new entrant or you’ve been around the block but have developed something fresh and innovative, the key to winning market share is outperforming competitors and attracting more customers or purchases than your rivals. Acquiring new customers is key Acquiring new customers seems like the most obvious way to grow – but the reality is most marketers don’t see it that way. It’s time to rethink your brand strategy and start prioritising new customers. A Brand Momentum strategy—focusing on sustained, stronger growth than competitors with an eye on the future—can make all the difference. As a brand grows, there will inevitably be fewer and fewer new customers to target. At some point, the brand will reach a saturation point, where it is difficult to attract any further customers. Growth then becomes a matter of expanding the category, entering new countries or international expansion. However, it’s worth remembering that very few brands ever get this far, so don’t get too concerned unless your brand is Amazon or Google! Another important aspect of focusing on acquisition is that customers and market share gain will…

The Five Insights You Need to Win Market Share
How biggest brands use market research to fuel innovation and expansion

How market research helps companies innovate, reduce risk & grow In today’s fast-paced and highly competitive business landscape, companies must make informed decisions to scale effectively. Growth is not just about increasing revenue but about sustainable expansion that aligns with market demand, customer needs, and competitive positioning. One of the most powerful tools for achieving this is market research to fuel innovation. Market research provides the data-driven insights businesses need to identify opportunities, mitigate risks, and develop strategies that drive long-term success. Whether a company is launching a new product, entering a new market, or optimising its customer experience, market research lays the foundation for confident, strategic decision-making. Understanding Market Research and Its Role in Growth Market research is the systematic process of collecting, analysing, and interpreting information about a market, its consumers, and its competition. It helps businesses: When companies integrate consumer market research into their decision-making processes, they reduce uncertainty, make better strategic choices, and position themselves for sustained growth. Leveraging Market Research to Fuel Innovation and Business Expansion 1. Identifying New Market Opportunities One of the primary ways market research drives growth is by identifying untapped opportunities. Businesses can conduct research to explore: Case Study: Netflix’s Global Expansion Netflix’s expansion…

How Big Brands Use Market Research to Fuel Innovation
TV Xmas Ads and Advertising Research Lessings

Here are our top seven lessons from this year’s Christmas ads to help you improve your future advertising efforts and help your brand soar.

Successful TV Xmas Ads
Benefits of ISO 20252 Accreditation

The Benefits of ISO 20252 Since 2018, Vision One has been ISO 20252 accredited – the international quality standard for  leading market research companies around the globe. So why does this matter to you? Whilst we have been MRS Company Partners for many years, adhering to both the MRS Code of Conduct and all important data protection requirements, we have now introduced a Research Process Management System in line with ISO 20252 : 2012. Why ISO20252 matters  After just a few months, we made significant changes and improvements to our business, and we continue to make progress and improvements every year. If you’re interested in quality, we thought you would be interested in learning a little more. So we’ve outlined seven ways this standard will benefit you and provide the reassurance you seek. We hope you agree that these steps will help ensure your research meets the highest standards. This ongoing commitment to quality is already reaping rewards for us and helps to explain why Vision One have been voted finalists for The Drum’s ‘UK’s Best Research Agencies’ 5 years running! 7 Benefits of ISO 20252 Benefits of ISO 20252 Accreditation – Why ISO 20242 Matters 1. Your Data Is Protected and Respected Trust is everything…

Vision One is ISO 20252 accredited – So what are the benefits?
BrandVision Brand Strategy and Brand Health Measurement Vision One

BrandVision: The Future of Brand Tracking  In today’s fast-moving markets, brands can rise or fall in a matter of months. Customer expectations shift, competitors launch new products, and cultural trends reshape what people value. Traditional brand tracking methods, while valuable, often struggle to keep pace with this constant change. That’s where BrandVision from Vision One steps in—a next-generation brand tracking solution that combines the latest in survey technology with deep marketing expertise. Why Brand Health Measurement Needs a Rethink For decades, brand tracking has been the cornerstone of strategic marketing. It measures critical metrics such as brand awareness, consideration, preference, loyalty, and advocacy. The problem? Many tracking programs rely on outdated methods, producing slow and static insights that fail to reflect the real-time market environment. BrandVision was developed to solve these challenges—delivering faster, smarter, and more actionable brand intelligence. Cutting-Edge Technology at the Core At the heart of BrandVision is a blend of advanced survey research and innovative analytics tools. Leveraging the latest online data collection platforms, BrandVision captures feedback from carefully profiled audiences with speed and accuracy. AI-driven analytics then process this data, uncovering hidden patterns in brand perceptions and consumer behaviour that traditional methods often miss. Key brand tracking features: The key benefits of BrandVision are: At…

BrandVision: The Future for Brand Tracking 
Harnessing Social Proof - Brand Strategy

HARNESSING SOCIAL PROOF FOR BRAND MOMENTUM “Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions,” notes Jonah Berger, emphasizing the profound influence that social proof has in the digital age. In Brand Momentum, Tony Lewis delves into the essential role of visibility and social proof as cornerstones of brand momentum, where a brand success is propelled by the organic, powerful influence of others using or endorsing it. In an age where consumers trust each other’s recommendations more than any form of direct advertising, brands that can amplify their visibility through social proof have a clear advantage. The human tendency to emulate others and follow crowd behaviours reinforces brand presence in the market, making social proof an invaluable tool for increasing Brand Velocity Score (BVS) and sustaining brand growth. The Role of Social Proof in Building Brand Momentum Social proof works on a simple principle: we trust and mimic the behaviours we see others embracing. When a brand is visible and widely used, people perceive it as trustworthy, reliable, and credible. This is why brands with strong social proof see an increase in BVS, as they aren’t just recognised—they’re accepted and validated by their audiences, creating an…

Harnessing Social Proof for Brand Momentum
New Eye Tracking Tech Glasses

This post explains how Vision One uses advanced eye-tracking technology to capture real-world visual attention and uncover deeper consumer insights for smarter decisions.

New Eye Tracking to Revolutionise Consumer Insights