Nº 0 · Implementation area
Customer Research.
Understanding customer behaviour and experience. Research that reveals how customers think, choose and act.
Nº 1 · Why customer research matters
Understanding customers requires more than knowing who they are.
Understanding customers requires more than knowing who they are. Organisations need to understand how customers behave, what they value, and what influences their decisions at each stage of the relationship.
These insights are critical for shaping strategy across marketing, product and customer experience. Yet many organisations struggle to move beyond surface-level metrics to understand the underlying drivers of behaviour.
Rigour’s customer research is designed to provide that clarity. By analysing how customers interact with brands, products and services, we help organisations identify where experiences can improve, where opportunities exist for growth, and how different audiences should be engaged.
The result is insight that supports better decisions about targeting, experience design and long-term customer strategy.
Nº 2 · Key decisions
Decisions we help answer.
Customer research helps organisations address some of their most important commercial questions.
01
Who are our most valuable customer groups, and how do they differ?
02
What motivates customers to choose our brand or a competitor?
03
Where are the biggest opportunities to improve the customer experience?
04
How do customers move through the journey from awareness to purchase and loyalty?
05
Which audiences should we prioritise for future growth?
Nº 3 · customer research
Three ways we work on customer.
01
Customer Experience
Customer experience research examines how people interact with your brand across every touchpoint.
This work helps organisations identify friction within the customer journey, understand which experiences matter most, and determine where improvements will have the greatest impact. By connecting customer feedback with behavioural data, we reveal the factors that shape satisfaction, trust and long-term loyalty.
The result is a clearer view of where experiences succeed, where they fall short, and how they can be improved.
- Touchpoint experience mapping
- Friction and pain-point identification
- Satisfaction, trust and loyalty drivers
- Experience improvement prioritisation
02
Journey & Experience
Customer journey research explores the stages customers move through as they engage with a brand.
By mapping how people discover, evaluate and ultimately choose products or services, organisations can better understand the moments that influence decision-making. This insight helps teams optimise communications, remove barriers to conversion and ensure the experience supports customers at each stage of the journey.
Understanding the journey also helps organisations prioritise the interactions that matter most.
- End-to-end journey mapping
- Pain-point and friction diagnosis
- Moments-of-truth identification
- Service and experience prioritisation
03
Audience Targeting
Segmentation helps organisations move beyond broad assumptions about their customers.
However, segmentation only creates value when it is designed to support real decisions. Too often, segmentation projects simply describe audiences rather than helping organisations act differently.
Our approach starts with the commercial challenge the organisation is trying to solve. We then design segmentation frameworks that reveal meaningful differences in needs, behaviours and motivations.
The result is a practical structure that can guide messaging, product development, experience design and growth strategy.
- Needs and behaviour-based segmentation
- Decision-led segmentation frameworks
- Audience prioritisation and sizing
- Messaging and activation strategy
Nº 4 · Methods
Methods we use
To uncover the drivers of brand perception and behaviour, we apply a range of advanced analytical techniques. These methods allow us to move beyond surface-level metrics and identify what truly influences brand strength.
MaxDiff
Identifying which features or benefits matter most when customers must make choices
Key Driver Analysis
Revealing the elements of a proposition that most strongly influence preference or satisfaction
Read moreConfirmatory Modelling
Validating relationships between customer perceptions and behaviour
Segmentation Analysis
Identifying meaningful groups of customers with distinct needs or behaviours
Read moreNº 5 · Advanced analytics
From measurement to deeper insight
Communications research often benefits from deeper analytical exploration.
Rigour’s Advanced Analytics team applies advanced statistical techniques to uncover the relationships between messaging, perception and behaviour, helping organisations understand not only what audiences notice, but what ultimately drives impact.
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