Customer insights

Understanding customer behaviour and its impact on performance is a crucial component of any business strategy.

Advances in technology now enable companies to move away from traditional approaches to market research - such as survey data - and towards more detailed measurement of actual customer behaviour. This information, if collected and analysed correctly, can create a significant competitive advantage over rivals.

Frontier helps clients to achieve this advantage by complementing traditional approaches.

We draw on economics-based technical and data analysis skills to help clients to develop and exploit their customer data. Basing our analysis on how customers actually behave - not on how they say they would behave - we use our skills to:

• identify the main drivers behind customer behaviour;
• segment the customer base; and
• measure the price sensitivity of customers and their likely responses to different positioning strategies.

Our work on customer behaviour is empirical and robust, drawing on advanced quantitative techniques, a thorough understanding of positioning strategies and many years' experience. This experience covers many sectors, including retailing, consumer goods, telecommunications, healthcare products, financial services, transport and media services.

Questions we are asked often asked include:

• Can you identify and measure the main drivers of our customers' demand?
• What is the best way to segment our customer base?
• How can we track the behaviour of these different segments and what information do we need?
• What is the relative profitability of these customer segments?
• Can we increase our profitability by segment?
• What happens when we change our product offer?
• How can we reduce the number of customers who switch away from us?