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Our Work

DHL

The Brief

DHL Express’ focus was on applying the most efficient pricing strategy for all types of clients, while making uniform its pricing policy across the globe, aiming to support the client and retaining its leadership position.

Creating the extraordinary together

Together with DHL Express, we were committed to developing and executing a Mystery Shopping tracking study in more than 50 countries, which aims at analysis pricing strategies and confirming the consistency levels of their products’ pricing at various DHL service channels.

The Success story

Currently, DHL maintains a well-informed decision-making process for its pricing strategy in all key markets, allowing the company to be a step ahead of its competitors in terms of competitiveness.

Bank Muscat

The Brief

Facing a growing and competitive marketplace, Bank Muscat wished to have a clear, and true picture of the customer experience in their branches and call centres vis-à-vis competition. In the short run, the project would help the Bank tackle existing issues such as long queuing time for customer service.

Creating the Extraordinary together

We devised an extensive Mystery Shopping program that covered all aspects of the customer experience in the bank’s distribution channels and of its competition. This reality check tool helped the bank establishing Key Performance Indicators both at a network and product level.

The Success story

Over time, Bank Muscat improved the customer experience levels at its distribution channels, enjoying a leadership position to date. Even more importantly: A customer-centric culture was created built in the bank for the greater benefit of the organization and its customers.

Hermes airports

The brief

The client, operates the two international airports in Cyprus (Larnaca & Paphos) and was interested in launching a survey for measuring traveller satisfaction whilst at the airport.

Creating the extraordinary together

We designed and carried out a tracking Customer Satisfaction survey in each of the airports, aiming at capturing and studying the travellers’ perceptions in relation to the quality of service offered as well as maintaining a good level of understanding of travellers’ changing needs and expectations.

The success story

Utilizing the insights gained over time, Hermes Airport was able to identify areas of pain in the overall customer experience and respond to them by improving processes and infrastructure. The fact that the study is tracking allows the Management of the company to measure the Return-On-Investment of its strategic decisions and actions.

British Council

The brief

The client, which is active in the area of examinations for acceptance to British universities, wished to understand the reasons behind the decline in the number of exam applications, which was recorded at the time. At the same time, they wished to identify the upcoming trends with respect to higher education, as well as the most appropriate communication channels with the target audience, given that at the time, social media, was on the rise.

Creating the extraordinary together

We designed and executed a comprehensive foundation research study aimed at capturing and analyzing the dynamics of the category, as well as tapping into young peoples’ educational habits & attitudes. The project entailed a full-blown qualitative and quantitative study with all stakeholder groups: pupils, parents and teachers.

The success story

The client was able to fully identify the reasons behind the reduction of applicant phenomenon. Conread was able to offer fact-based recommendations to the British Council, that formed the basis for building a medium-term strategy tackling the issues observed.

Coffee Island

The Brief

The successful Greek Coffee – roaster business & its outlets wished to make a successful entrance into the highly dynamic and competitive Cyprus coffee market and build a strong brand equity through deep consumer understanding.

Creating the extraordinary together

We designed and executed a full-blown foundation research study consisting of a qualitative & quantitative Usage Habits & attitudes. The project covered areas such as the brand imagery, usage, loyalty, consumer habits and attitudes and the communication landscape.

The Success story

The insights of this foundation research study and the corresponding strategic recommendations of Conread helped the Management of the company crafting a medium and long-term strategy in the areas of product management, service channels, brand building and communications.

Laiko Cosmos Trading

The Brief

Stage 1: The client wished to successfully launch a Ready-to-Drink (“RTD”) coffee in the Cyprus market. Stage 2: After the core product would have been established in the market, the client wished to launch new variants of the product.

Creating the extraordinary together

We engaged in a comprehensive study of the market and the consumer, utilizing secondary data (retail audit data), primary research (qualitative and quantitative) and observation. We identified the need gaps in the market, the opportunities created and helped the creation of a product to fit consumer’s needs. The taste tests conducted with consumers allowed the fine-tuning of the product variants formulas and the measurement of the consumers’ purchase intent levels vis-à-vis competition.

The Success story

The client’s Ready-to-Drink coffee brand got the green light from the consumers, allowing the client to achieve a successful product launch, in the Cyprus market. The research study insights helped the company management craft a sound market strategy. The brand’s market shared grew by 4.5 times in a period of just 2.5 years.

What we do

Conread is a boutique consultancy in which highly experienced professionals tailor-make solutions that fully address the specific needs of a client, by focusing on leadership and growth.

We have accumulated experience across industries and geographies through the work of our professionals over that past two decades. We have evidenced the evolution of markets and of the marketing research industry. Although we master the Marketing Research science, we think and act as Consultants, not just Marketing Researchers: We understand your requirements and we are able to prescribe solutions that can meet your business objectives best. We tackle successfully complex business and marketing challenges and provide you with insightful findings and recommendations using as means the appropriate marketing research methodologies and the technology.

BACK TO CATEGORIES

Challenges? Accepted

Research Methodologies as a means

Technology as an enabler

Challenges? Accepted

Brand Communities

New Trend Research

Our Tools

Traditional Research

Research Methodologies as a means

Advanced analytics

Customer analytics

Qualitative Research

Quantitative Research

Reality check tools

Secondary Data analysis

Technology as an enabler

Mobile Survey platform

Brand Communities

Conread is active in developing Brand Communities for their clients as a means to capture customer feedback in a realistic setting. More and more clients are recognizing the importance of this methodology.

What is it?

It is a grouping of consumers formed on the basis of attachment to a product or brand. They are connected to an idea (brand) and strive to defend it against all threats. Community members are connected to each other. They have their rituals and traditions, share brand stories and celebrate the history of the brand.

Elements of Brand Communities

Platform: This will be a private web based social media platform in which all conversations and data are private and controlled by the client. This web based private social network can be easily expanded either in size or across multiple countries with very little additional cost.
Members: Members are invited via multiple recruitment approaches. Once members start using the platform, mechanisms are in place for member referrals.
Shared Identity: In order to build a sense of community and enthusiasm, frequent messaging and encouragement are required. This can be with personalized communications including ePostcards, coupons, t-shirts, caps, etc.
Activities: Frequent activities are required to ensure community members remain engaged and return frequently to the online community. These include snap poll, short surveys, live focus groups, or other content of interest to the community such as: events, blogs, tutorials, etc.
Dialogue: Community members desire the ability to converse with each other as well as with the brand. Company executives can participate in discussion sessions without biasing the discussion direction.

The role of Brand Communities

The main value of them, is the gathering of customer insights as they interact with your brand, its products & services. Members are specifically recruited into the community with an understanding that activities are built upon providing candid opinion and feedback to the brand, across a wide variety of brand areas. The key benefits are tangible: rapport, privacy, flexibility, efficiency in gathering feedback and data ownership of a private brand community.

Methodologies applied

Various research methodologies can be applied in a Brand Community such as snap polls, short surveys, or even live focus group discussions. Members in the Communities are specifically recruited into the community with the understanding that all activities are built upon providing candid opinion and feedback to your brand, across a wide variety of brand areas.

The Platform

Data collection is done through our proprietary Brand Communities platform able to administer surveys, shopping missions and discussions. Company executives can participate in discussion sessions without biasing the discussion direction.

New Trend Research

Customer Experience

Customer Experience (CX) is one of Conread’s core areas of expertise. We master Customer Experience thanks to our expertise in all the requirements of a successful Customer Experience program: Philosophy, Methodology, Tools, and Experience. We help you to discover how these four (4) components all work together to help you identify weaknesses, important issues and trends and ultimately turn every customer experience into one with a clear competitive advantage and a differentiated proposition in the marketplace.

Our CX Philosophy

Our Philosophy is all about the multi-dimensionality of the Customer Experience. Customer Experience is not one-sided and should not be treated as such. The classical approach involves the exclusive use of reality check tools, such as Mystery Shopping, to capture the customer experience. In reality, true insights -instead of just findings- can be extracted only if reality is benchmarked with perception i.e. involving the real customer’s perspective. The gap between perception and reality is what really provides value to the insights provided to the end client. What’s more, our consulting mode directs us to actioning upon rather than just reporting the insights of a Customer Experience Program: utilizing various methodological tools, we help the client design and implement business programs and activities that elevate their customer experience at every envisaged delivery level. We help you strategize, design, assess and optimize customer experience in your organization.

Our CX Methodology

Our toolkit of methodologies is extensive: Mystery Shopping, Observation, Customer Satisfaction/Engagement, Business Advisory and Staff Training. They are all orchestrated to produce a comprehensive outcome that makes all the difference to the client:

Mystery Shopping

The main role of Mystery Shopping is the objective, impartial measurement of customer service in a methodical manner, so that improvements can be made and monitored. In this way, Mystery Shopping is a reality check tool that acts both as a compliance measurement tool and a business training tool. Mystery Shopping is a core area of expertise for Conread with international experience across geographies and sectors.

Observation

Often coupled with Mystery Shopping, we employ Observation in a systematic way, so as to examine people in natural settings or naturally occurring situations and audit products and services. In this qualitative methodology, we use all of our senses to paint a true picture of a behaviour or a setting and complete our understanding of the customer experience. We perform observation either in person, or via video or audio recording. We have deep experience in all types of observation: Controlled, Natural and Participant.

Customer Satisfaction/Engagement

This is an area that has evolved significantly over time. The latest thinking in the Customer Satisfaction (CSAT) Management area, refers to Customer Engagement, which goes beyond a typical “satisfaction measurement”.
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Typical Customer Satisfaction measurements are not enough to determine the likelihood of customer retention or business expansion. This is because the relationship between satisfaction and behaviour is non-linear, meaning that repeat purchase/use cannot be assured purely by one’s level of satisfaction with a brand or product or company. Satisfaction is primarily a measure of the degree to which a product or service meets customers’ minimum requirements and that is exactly why satisfaction scores are usually high in certain markets. It is recommended that the customer satisfaction/engagement interviewing occurs during the same time period as the use of the reality check tool, e.g. mystery shopping. In a typical outlet evaluation, we have exit interviews with customers being conducted while a Mystery Shopping exercise is carried out in the outlet. From simply capturing customer satisfaction at the experience touchpoints with the product or service in a tactical survey, to comprehensive understanding of the customer engagement with the product or service in a strategic survey, Conread is able to customise a solution fitting the client’s needs.
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Business advisory & staff training:

CX Strategy Consultancy

Whether you are looking to elevate the customer experience levels in your existing business or setting up your business, we can assist you in mapping out the customer experience, either the current or the ideal one. This is done by studying both your business model and the industry’s best practices, either locally or globally. Conread is in a position to help you develop and implement the ideal customer journey blueprint with all the required the tools, processes, and expertise. We then provide you with the means to accurately assess your performance, and drive efficient CX improvements.
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Our CX Strategy framework is based on extensively analysing three basic areas:

Where I am now?

A situation analysis on the CX levels at your organization vis-à-vis competition and best practices. Identification of pain points and differentiation opportunities.

Where do I want to go?

CX target setting and definition of metrics (Key Performance Indicators) by area in your organization.

How do I go there?

Putting plans into action by working out the configuration and logistics. Putting monitoring mechanisms in place, so as to assess the Return On Investment of the initiatives put in place to elevate the customer experience levels.

Competitive analysis on Processes

This is a form of Mystery Shopping methodology aimed at benchmarking selected client processes with their respective competitive ones. The value of this methodology is that the provided feedback on the processes (design and performance) of the competition, allows our clients to improve their performance and differentiate themselves in terms of operational efficiency, which translates into improved customer experiences.

Coaching with Unit Heads

This is a module that is linked to the Mystery Shopping methodology. Specifically, following a Mystery Shopping interaction at the outlet, a Coaching session takes place involving the unit Management. The value of this methodology is that the feedback from the visit experience is provided to the Staff Manager, while the service audit is still top of mind. Managers are often too busy to sufficiently coach their teams. In addition, good and constructive coaching does not always come easy. Therefore, it is far more efficient if the staff is focused and based on undisputed, actual facts; on the customer experience captured in the most objective manner.

360° Degree Business Coaching

This is a module that is also linked to the Mystery Shopping methodology. Specifically, following a Mystery Shopping interaction at the outlet, a Coaching session takes place involving the outlet staff (both Management and Employees). The value of this methodology is that the feedback from the visit experience is provided to the Staff Manager, while the service audit is still top of mind. This provides greater stakeholder impact as it stimulates staff behavioural change in a positive manner. The employee is able to apply the feedback received immediately with their next customer interaction.

Staff training on “Servicing standards”

This is also a module that is linked to the Mystery Shopping methodology, but serves mostly macro-economic objectives. Based on the Mystery Shopping findings, Conread, alongside the client, designs a training program for the servicing channel’s staff. The training covers all the key aspects of customer service quality, as per the organization’s servicing standards, so that customer interaction is standardized and consistent. If the servicing standards are not available in the organization, Conread is able to develop them with the assistance of external partners in the areas of Human Resources and Operations & Methods.

Employee engagement

It is well evidenced that people are an organization’s greatest assets. Conread can also employ similar methodologies to the ones mentioned for customers, in order to measure employee satisfaction and engagement but also design, plan and execute initiatives that will enhance employee satisfaction and loyalty with all the positive outcomes for the organization itself. Today, more than ever an Employee Engagement program can connect your employee and customer insights—helping you react specifically to every audience’s needs.

Our Tools

6th Sense: As our custom-made Online Reporting Portal

Building on our long experience in market research and corresponding to the clients’ needs for fast reporting of findings of tracking projects; we have developed our own bespoke software solution. The system is fed with mystery shopping and customer engagement data and can be accessed online from anywhere, at any time, from authorized users given differing access levels. The beauty of it, is that in can be fully customized to the survey type and the reporting needs of the client. 6th Sense has wide application in Mystery Shopping and Customer Satisfaction studies.

Computer Assisted Personal Interviewing handheld devices

Regardless of the fieldwork methodology (face-to-face, telephonic, online) data collection at Conread is exclusively digital. This offers numerous significant advantages over the traditional pen & paper, including but not limited to more efficient administration of the interview process, data validation and time-saved in data processing. Our hand-held devices have always employed the latest operating system versions and are secure from viruses.

Call center

Conread has its own call center on its premises, able to run telephone surveys worldwide. We also have partners in various parts of the world that can support any project that requires further assistance. Utilizing either internal or client databases, Conread can develop, host, and run telephone surveys across the globe. We are in a position to assemble interviewing teams to conduct interviews in practically all languages.

Online surveys

Conread utilizes its own proprietary software for online interviewing which was developed based on our needs as a market research agency, as identified over the years. Utilizing either internal or client databases, Conread can develop, host, and run online surveys across globally.

Brand Communities

These online communities are a great means to capture customer experience, via customer feedback, in a realistic setting which is more objective compared to the laboratory environment of a standard interview.

Our CX experience

We have great experience across sectors and over time. We have designed and executed some of the biggest CX projects in the Middle East, Europe and the Americas. This means that we possess a holistic understanding of the Customer Experience, which allows us to transfer knowledge, experiences and employ best practices in the methodological approaches, to the benefit of the project and the client.

Brand Communities

What is it?

Elements of Brand Communities

Platform: This will be a private web based social media platform in which all conversations and data are private and controlled by the client. This web based private social network can be easily expanded either in size or across multiple countries with very little additional cost. Members: Members are invited via multiple recruitment approaches. Once members start using the platform, mechanisms are in place for member referrals. Shared Identity: In order to build a sense of community and enthusiasm, frequent messaging and encouragement are required. This can be with personalized communications including ePostcards, coupons, t-shirts, caps, etc. Activities: Frequent activities are required to ensure community members remain engaged and return frequently to the online community. These include snap poll, short surveys, live focus groups, or other content of interest to the community such as: events, blogs, tutorials, etc. Dialogue: Community members desire the ability to converse with each other as well as with the brand. Company executives can participate in discussion sessions without biasing the discussion direction.

The role of Brand Communities

Methodologies applied

The Platform

Traditional Research

PRE-CONCEPTION STAGE:

Landscape Assessment & Market Understanding
Environmental Audit
Usage Habits & Attitudes studies
Market Segmentation

PRE-CONCEPTION STAGE:

Concept Testing
Product Testing
Package Testing
Communication Copy Testing
Pricing Strategy (price sensitivity, brand price trade off)

DEVELOPMENT/ OPTIMIZATION STAGE:

Customer Satisfaction/ Engagement
Service Audits
Brand Activation
Brand Audit / Brand Health Monitoring
Corporate Reputation Measurement
Corporate Social Responsibility Assessment
Employee Engagement

Advanced analytics

Segmentation analysis Segmenting a market assumes the generation of meaningful segments: Large enough, Relevant, Actionable, Reachable and Distinctive segments. We can deploy a broad range of segmentation techniques to help clients identify unique customer segments that can be targeted or developed. These include demographic, psychographic, behavioral, value-based and needs-based segmentation. Driver analysis A key driver analysis investigates the relationships between potential drivers (independent variable) and customer behavior (dependent variable, outcome) such as the overall satisfaction, the likelihood of a positive recommendation, or propensity to buy a product or use a service. We are able to harness a broad range of statistical methods to assess the level of influence a broad range of attributes have on dependent variables or on each other. We utilize techniques such as linear regression, polynomial regression, structural equation modeling, and Hierarchical Bayesian analysis. Discriminant analysis As an outcome of large-scale segmentation studies, we develop a Discriminant Function tool (“segmenter”) that can predict segment membership. Our segmenter tools come in the form of a short questionnaire comprising 10-15 attributes that are used to predict which segment the interviewee (or even the customer at the operational level) belongs to. These tools can be embedded in a broad range of customer engagement programs and allow interactions with customers to be tailored to their segment profile. Conjoint analysis Conread is fluent in 'Conjoint analysis' as a tool helping us to determine how people value different attributes (feature, function, benefits) that make up an individual product or service. This type of analysis is used extensively in a number of research projects such us Usage Habits & Attitudes, Customer Satisfaction studies, Segmentation studies, etc.

Customer analytics

Data mining Where large transactional databases exist on the client side, we can deploy the appropriate knowledge discovery tools to identify patterns amongst customers ranging from purchasing behaviour, to spending buckets and purchase demographics, etc. These methods can be used to segment customers and identify upsell and cross-sell opportunities or provide directions for new product development. Additionally, they can be used to anticipate patterns and trends, increase response rates for marketing activities (mainly segmentation, targeting, product development and communication) and reduce customer attrition.

Qualitative Research

In-Depth Interviews & Focus Groups

Our Qualitative research teams have depth of experience in designing and implementing a wide array of qualitative research methods including in-depth focus interviews, pair interviews, triads, focus groups (mini and regular), workshops, etc. These are held in a viewing facility, in-home, or in office. We are able to utilize local moderators in every market a project runs, giving us the ability to efficiently handle practically any nationality. What’s more, all viewed projects, can be supported by simultaneous translation, transcription, and audio-video recording.

Ethnographies

This specialized qualitative method suggests spending a considerable amount of time in realistic conditions with the consumers, as they interact with a product category or a service. Ethnography research is highly effective in identifying hidden consumer behaviour or attitudes towards a product category or a brand, something typically not revealed in a traditional qualitative research setting. Conread has successfully applied Ethnographic research methods to support product development, communications, and brand positioning in a plethora of markets.

Quantitative Research

Face-to-Face

Whether the project directs for interviews on-site, in central locations, in-street, via mall intercept, door-to-door or in-home, Conread is able to fulfill the requirements across geographies and sectors. In all instances Computer Assisted Personal Interviewing (CAPI) methodology is utilized, ensuring data quality.

Telephone

Depending on the type of the project and its geography, telephonic interviewing remains to date a basic data collection methodology. Utilizing either internal or client’s databases, Conread can develop, host, and run telephonic surveys across the globe. We are in a position to assemble interviewers’ teams to conduct interviews in practically almost all languages in the word.

Online

We harness the power of online quantitative research through a variety of panel partners across the globe. Additionally, we use online research methods to survey brand communities in social media such as Facebook and Twitter. Self-completions surveys are also conducted via internet capitalizing the high penetration of internet in today’s generations.

Reality check tools

Mystery Shopping

The main role of Mystery Shopping is the objective, impartial measurement of customer service in a methodical manner, so that improvements can be made and monitored. In this way, Mystery Shopping is a reality check tool that acts both as a compliance measurement tool and a business training tool. Mystery Shopping is a core area of expertise for Conread with international experience across geographies and sectors.

Service Audits

We audit the overall service provided to your customers through your distribution channels so as to ensure compliance with your planning and standards. Any deviation is recorded and reported immediately for fast decision making and corrective action taking.

Secondary Data analysis

Drawing on its long experience, Conread can work efficiently with secondary data as well. Our desk research expertise allows us to generate valuable insights by analyzing data that are present in the population statistics, Macroeconomic analyses, import- export statistics, manufacturing statistics, trade/Manufacturer lists, Industry publications/updates, political situation analyses, Social studies, etc.

Mobile Survey platform

Brand owners who have embraced digital engagement are directly connected to large communities of brand users. We provide the survey platforms to leverage their digital brand communities as a source of insights. Tapping such communities as a source of quantitative measurement is not only fast, but extremely cost effective as well.

Social media surveys

Social media has largely replaced traditional media in today’s marketplace. Our research technological tools allow us to target, recruit, screen for eligibility and interview the most appropriate consumers for a survey and gauge their attitudes in a natural environment. Utilizing social media surveys as a source of quantitative measurement is also speedy, efficient and highly cost-effective.

Online Research panels

Research panels have grown globally. Conread works with the finest key panel providers in multiple markets, to conduct surveys across sectors and markets. In addition, we utilize our own rewards-based panel to conduct quantitative studies, wherever feasible.

QR activated surveys

The rapid and global spread of smartphones across age groups worldwide, has meant that respondents can easily use their smart device to participate in a survey. Most smartphones today come equipped with a QR-code reader, which means that respondents need only scan the QR code with their phone to automatically launch a survey. The QR code activated survey platform is particularly effective for customer satisfaction research for retail, banking, and the informal dining industries.

6th Sense: Our custom-made Online Reporting Portal

Building on our long experience in market research and corresponding to our clients’ needs for fast reporting of findings in tracking projects, we have developed our own bespoke software solution. The system is accessed online from any location and at any time from authorized users provided various access levels. The beauty of this tool, is that it can be fully customized to the type of the survey and reporting needs of the client. 6th Sense has wide application in Mystery Shopping and Customer Satisfaction studies.

What we do? Blend...

Our values bestowed by our big agency experience combined with our small agency creativity; Blend our strategy with innovation whilst keeping our client’s needs and challenges at heart! With people’s constantly changing perceptions and needs as the main artery of our Work.

Who we are?

What makes us Unique is our ability to passionately develop inspiring strategies for our clients with creative thinking.

Our philosophy:

“We create for people with people; Our persistence to adapt creative strategies is often a result of not neglecting the impact of human emotions (behaviour), always having in mind the fact that technology drives the future”.

About Us

History

Where We Are

Who We Are

Conread looks back with pride and forward with passion.

Our local offices in Europe and the Middle East and our partner agencies worldwide, mean that we can carry out our work anywhere our clients need us to be.

We are an international team comprising of seasoned industry professionals and enterprising younger experts in their fields. This blend of experience, expertise, and energy works in an optimum way when servicing our clients.

We are a team that develops with you and celebrates each success with you.

Our Work

DHL

The Brief

Creating the extraordinary together

The Success story

Bank Muscat

The Brief

Creating the Extraordinary together

The Success story

Hermes airports

The brief

Creating the extraordinary together

The success story

British Council

The brief

Creating the extraordinary together

The success story

Coffee Island

The Brief

Creating the extraordinary together

The Success story

Laiko Cosmos Trading

The Brief

Creating the extraordinary together

The Success story

Sectors we transform

Advertising & Communication

Automotive

Beauty Care

Contractors

Couriers, Logistics & Transportation

Durables

Financial Services

Food, Beverage & Tobacco

Government

Healthcare & Pharmaceuticals

Other Sectors

Real Estate

Retail

Technology & Telecommunication

What we do

Conread is a boutique consultancy in which highly experienced professionals tailor-make solutions that fully address the specific needs of a client, by focusing on leadership and growth.

Challenges? Accepted

Research Methodologies as a means

Technology as an enabler

Challenges? Accepted

Brand Communities

New Trend Research

Our Tools

Traditional Research

Research Methodologies as a means

Advanced analytics

Customer analytics

Qualitative Research

Quantitative Research

Reality check tools

Secondary Data analysis

Technology as an enabler

Mobile Survey platform

Brand Communities

What is it?

Elements of Brand Communities

The role of Brand Communities

Methodologies applied

The Platform

New Trend Research