Customer research to drive change and growth for a multinational group.

City & Guilds Group – Customer research to drive change and growth by measuring awareness of, and attitudes to, the Group and its businesses and corporate positioning.

Date: 2016

Purpose: To measure awareness of, and attitudes to, the Group and its businesses and corporate positioning activities among a wide range of customer groups and stakeholders in order to identify growth opportunities


  • customer and stakeholder data analysis
  • development of representative sample of population under study
  • telephone mixed methodology fieldwork across six customer and stakeholder groups
  • results analysis
  • seven distinct reports plus presentation to the Board

Outcomes: The research identified major business opportunities for the group while highlighting challenges to be overcome in order to achieve organisational objectives. It also provided clear benchmarks for future research in terms of brand value and equity while providing a set of potential new business leads.

Client comment: “The process they followed was very thorough, from their initial proposal and in meeting to the questionnaire development and fieldwork and of course the analysis and reporting on the data. The project team was made up of experienced researchers and seasoned analysts – who were able to advise us on the best route to take at every stage.

““The outcomes of the research were very useful and informative, providing quantitative benchmarks too from the qualitative interviews.”

Nicola Palin, Head of Group Brand, City & Guilds Group

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