What to expect from a CX research and insight project, in short, is five stages: a briefing, a research design, fieldwork, analysis, and a debrief with recommendations you can act on. Knowing what happens at each stage, and what you need to provide, is the best way to get useful findings rather than a report that sits in a drawer.

We have run customer experience, event, exhibition, visitor and exhibitor research from Norwich since 2011. This guide sets out what clients across Norfolk, Suffolk, London and Birmingham can expect when they commission a project with us.

Stage 1: The briefing

Every project starts with a conversation about the decision you need to make. That might be why repeat bookings have dropped, why exhibitors are not rebooking stands, or which parts of a visitor journey frustrate people most. The sharper the question, the more useful the answer.

Expect us to ask:

• What will you do differently depending on what the research finds?
• Who are the customers, visitors or exhibitors we need to hear from?
• What feedback, complaints data or past surveys do you already hold?
• Are there fixed dates, such as an upcoming show or board meeting?

If you are still deciding whether you need customer experience research or broader market research, our guide to CX research and insight explains the difference.

Stage 2: Research design

Next, we recommend an approach and put it in writing so you know exactly what you are buying. The design covers who we will speak to, how many, which methods, and the questions or discussion topics.

Most CX projects use one or both of two broad approaches:

• Qualitative research such as in-depth interviews, focus groups and mystery visits. This explains the why behind customer behaviour and feelings.
• Quantitative research such as online, telephone or face-to-face surveys. This measures how many people feel a certain way and lets you track change over time.

You will be asked to review and sign off the questionnaire or discussion guide. This is your chance to check the language suits your customers and that nothing important is missing.

Stage 3: Fieldwork

Fieldwork is where we gather the data. For a customer survey this might be an email invitation to your database. For an exhibition or trade show it often means interviewers on the ground speaking with visitors and exhibitors during the event, followed by a post-show survey once people have had time to reflect.

Event fieldwork has one fixed constraint: the event itself. If your show runs for a few days, the research must be ready before doors open, so we plan backwards from that date. Our B2B event research is built around exactly this kind of timetable.

During fieldwork you can expect progress updates, and we will flag early if response is lower than planned so we can adjust.

Stage 4: Analysis

Raw responses are not insight. In the analysis stage we clean the data, code open-ended comments into themes, compare groups (for example first-time versus returning visitors), and look for the patterns that explain your original question.

Good analysis separates what is interesting from what is actionable. A finding that visitors liked the catering is pleasant; a finding that exhibitors with poor stand positions are least likely to rebook is something you can act on.

Stage 5: Debrief and recommendations

The project ends with a report and, ideally, a presentation where your team can question the findings. Expect a clear summary of what we found, what it means, and what we recommend you do next, supported by the evidence behind each point.

Many clients repeat the research each year or each event so they can see whether changes have worked. If that is your plan, we will keep core questions consistent so results are comparable.

How to get the most from your project

• Involve decision-makers early. Findings land better when the people who will act on them helped shape the questions.
• Share what you already know. Existing data stops us asking questions you can already answer.
• Be open to uncomfortable findings. The value of independent research is that customers often tell a third party things they would not tell you.
• Plan time to act. Agree in advance who owns each recommendation.

Frequently asked questions

How long does a CX research and insight project take?

It depends on the method, the number of people involved and any fixed dates. A simple survey of an existing customer list is quicker than multi-stage research combining interviews and surveys. We give you a timetable at the design stage so there are no surprises.

How much does CX research cost?

Cost is driven by sample size, method, the difficulty of reaching your audience and the depth of reporting. Face-to-face event interviewing typically involves more resource than an online survey. We provide a fixed quotation once we understand your brief.

Do you provide audience research and insights for trade shows?

Yes. Event, exhibition, visitor and exhibitor research is one of our specialisms, covering on-site interviews, post-show surveys and exhibitor feedback for organisers of all sizes.

Can you work outside Norfolk?

Yes. We are based in Norwich and work with clients across Norfolk and Suffolk, as well as in London, Birmingham and further afield.