Sector Examples: Paper, Print and Packaging

Project aim: To research the performance of a major supplier of thermal paper used to produce fax and recording chart products.

Methodology: This research project was carried out in more than twenty countries in Europe, Africa, South East Asia and Australasia. We prepared a self-completion questionnaire, which was sent to each customer. Once these were returned, we were able to identify the areas where customers had most problems. We then contacted key customers by telephone and held discussions in their own language to review in depth, the areas of product and service quality with which they were most dissatisfied.

Results: We produced a series of detailed recommendations, which enabled our client to take the most appropriate remedial action.

Project aim: To assess the suitability of advertising in the business press to alter key decision-makers’ perceptions.

Methodology: Our client planned to undertake a major campaign to raise awareness of their products and to improve target customers’ perceptions of the value of their products. Research was undertaken by holding a number of focus groups in which key decision-makers participated.

Results: The research findings enabled our client to make a number of important modifications to their communications strategy. They improved the effectiveness of the campaign, by introducing elements that the research highlighted as being critical to its success.

Project aim: To assess levels of satisfaction among customers following a client’s customer services department being centralised.

Methodology: Following undertaking a number of initiatives to improve customer services, a leading manufacturer of paperboard then centralised its customer services department. Research was undertaken to examine the impact of this on levels of satisfaction among its customers. Interviews were undertaken among 75 customers in France, Germany and the UK.

Results: The outcome of the research confirmed that the switch had gone relatively smoothly, although there were a number of areas affected by the move to which the client had to attend.