At Zing, we believe that context is often what really matters when conducting research. Many of our clients say that where we add the greatest value is by putting their research data into context. Rather than just delivering data, what is becoming increasingly important is interpreting their results based on our industry-wide knowledge.
Context goes way beyond the industry benchmarks that we compile from the brands we research, and other industry benchmark data we incorporate. It’s about understanding when it is appropriate to compare to a benchmark and which relevant brands to include in a comparison. A classic example is NPS; we’re always being asked what the industry benchmarks are for NPS. We have to explain the fundamental principles of the score and advise clients not to compare. The key to NPS is asking the right questions, monitoring your score and coding and interpreting what measures will impact on increasing it. To understand and contextualise your NPS score, view our popular “Top 5 FAQ about Net Promoter Score”
At Zing we feel privileged to work on the wide range of brands we do and know our clients appreciate the benefits associated with our industry-wide knowledge and experience.