MC works with clients to build the most effective customer segmentation capabilities-those that allow companies to allocate scarce resources where they'll deliver the highest payoff.
Our Customer Insights Group (CIG), a team of dedicated and highly skilled market researchers and statistical analysts, provides deep expertise across segments,
geographies and industries. MC members work alongside MC's Customer practice and client teams as advisors, executors and full team partners.
Our Customer insight helps us target audiences more effectively and promote changes in behaviour.
Importantly, we need to be able to distinguish between what Customer say they do, and what they actually do.
We achieve this by spending more time listening to Customer than any other media agency. Qualitative research and quantitive research are two of the tools at our disposal, delving into the data that can reveal opportunities. But we challenge our people to delve beyond the superficial, to take an immersive approach to understanding the Customer, and how they interact with brands and communications in the real world.
We develop our Customer insight by using several different research initiatives and planning techniques - Real World Street and Method Planning being just two examples. In short, our world class team, supported by some of the best market research facilities and resources available, first understand the Customer and then use their intelligence and expertise to discern the insight that delivers results.
What We Do
We apply a MC insights approach to getting to the solution. We use rigorous quantitative techniques combined with real customer interaction-interviews, ethnography, shop-alongs and focus groups.
We identify new opportunities for clients to deepen relationships with the loyal, profitable customers they know best.
We work with clients to co-ordinate with their customer insights to their organization's unique operational strengths.
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