We devised a multiphase research programme, that involved:
1. Desk research into existing customer and competitor offering
2. In-depth interviews with a selective group of customers to establish high level product/ service use, awareness, issues, purchase journey and needs
3. Quantitative omnibus research to establish demographics and base data for market sizing forecasting
4. Customer journey research – online quantitative interviews among customers, lapsed customers and prospects to understand their purchase journey, their needs, awareness and purchase propensities