Welcome to Cogent Research
Cogent Research offers a range of focussed cost effective research that will assist your organisation in understanding fully the needs of customers both current and potential.
This site gives you an
insight into the range of services we offer but there is a lot more
to Cogent Research, 
to find out pick up the phone and give us a call
or drop us an email for further information…we look forward to
helping you.
We are members of www.mrs.org.uk
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| "...the client was delighted with the research and initial feedback on the ads’ effectiveness looks promising..." |
Case Studies: IT Training TV Ad Research
The UK’s longest established provider of IT training courses approached us to test advertising concepts amongst their target audience prior to commissioning their new TV advertising and print media campaign.
What We Did
We conducted face to face depth interviews with respondents fitting our clients target profile across the country to get an idea of what advertising they liked and what really motivated them to consider both IT training and then a subsequent career change to the IT sector.
What We Found
Motivation and tastes varied considerably across the Country, however common factors included a desire to have a career as opposed to a job, coupled with higher earning potential and greater job security. The research indicated that the advertising had to tread a fine line between motivating prospective customers sufficiently to entice them to consider a career in IT whilst not denigrating their existing role to such an extent that the ads alienated them completely.
What Happened Next
Our client used our findings to drive their TV and Media Marketing campaigns and although it’s early days (the TV ad is still current Sept 06) the client was delighted with the research and initial feedback on the ads’ effectiveness looks promising.
Case Studies: Staff Catering Satisfaction Research
A move to a new flagship office and rumoured rumblings of discontent re the staff restaurant lead the UK’s 4th largest provider of social housing to commission research in order to gauge their staff’s level of satisfaction with the Head Office catering provision, both for the staff restaurant and on-site hospitality service.
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| "The client took on board our findings and instigated a number of changes, introducing a breakfast service along with an increased range of sandwiches and vegetarian options." |
What We Did
Conducting intercepts (mini face to face depth interviews) randomly amongst diners at the restaurant (once they’d finished eating of course!) was a great way to get instantaneous feedback…some good, some not so good.
A wide range of users were questioned giving a mix of age, gender, seniority, ethnicity and those with special dietary requirements. The hospitality service was assessed by interviewing senior members of staff who commission the service regularly to cater for meetings.
What We Found
Overall the restaurant was rated very highly by the staff with just a few niggles that detracted from the experience. Hot meals were great, the staff were friendly and the place was clean…however this cleanliness lead to users feeling the place was almost clinical in nature lacking the atmosphere and warmth that had been such a part of the ‘old’ staff restaurant, this coupled with sandwich fillings and vegetarian fare that never varied, overpriced fruit and the lack of a breakfast provision was proving hard to digest! The hospitality service was praised for its range of beverages, food presentation and discrete staff who provided an efficient, punctual service, however, all this good work was let down by poor quality food that involved a lengthy bureaucratic ordering process.
What Happened Next
The client took on board our findings and instigated a number of changes, introducing a breakfast service along with an increased range of sandwiches and vegetarian options. The sterile restaurant environment was made more homely by the novel approach of a staff competition to come up with ideas for a theme to instil some warmth into the facility.