Employees

Of course many companies recognise the importance of having well informed and motivated employees and much of our research is focused on measuring the effectiveness of internal communications and job satisfaction.

But we often find that employees are missed out of research briefs when they could provide a valuable point of view on a huge range of other business issues such as:

• The likely success of a new product or service
• Customer experiences at the point of sale
• Competitor activities and marketing

Gathering employee opinions is usually quite a simple activity, but interpreting them correctly, including recognising potential bias in the research process, requires experience and sensitivity.