Explain Research's seldom heard customer event

Leading market research agency explains how to reach seldom heard customers for insight and engagement

North East based research agency Explain Market Research has launched its Explained! insights series by helping businesses to communicate with vulnerable, digitally disengaged and hard to reach customers in a round table discussion and insights workshop.

The event, held at St James’ Park, was attended by representatives from organisations such as Scottish Water, Cadent, Northern Powergrid, Home Group, Gateshead College and Northumbria Healthcare NHS Foundation Trust.

Led by Kim Davis, managing director at Explain, the event outlined the key tactics that businesses should be using to engage with customers that the agency describes as ‘seldom heard’.

An onus was placed on determining who those customers are, learning how to understand them and developing a communications strategy to reach the target audience effectively to generate insight.

Explain Market Research provides quality insights to inform strategic decision-making to a range of organisations across the UK, specialising in utilities, healthcare, social housing, education and finance sectors.

With over two decades of experience assisting clients in improving their customer engagement, the agency is well-positioned to advise businesses on how to reach even the most vulnerable of customers.

At the event, delegates engaged in round table discussions facilitated by Rebecca Crinson, research director at Explain, and Darren Wake, research manager. Participants highlighted the customers that their businesses found most difficult to engage with and worked with Explain to create strategic plans to improve customer insight with these audiences.

Emphasising the importance of engaging with seldom heard customers, the Explained! event revealed five top tips to businesses:

  1. Specify who your seldom heard customers are
  2. Invest in creating personas
  3. Create a tailored communication strategy
  4. Think digital
  5. Incorporate the insights learned into business development plan

Valuable insight was also provided by Lisa Eaton, creative agency director at Newcastle-based Unwritten Creative, who emphasized the importance of creating personas, and Kevin Young, head of search at Media Works, who encouraged participants to think digital in their engagement strategy.

The supporting overview which can be downloaded as a PDF gives a detailed overview of how to engage and key takeaways that can implemented in businesses.

To find out more about how Explain Market Research can help your company succeed contact the team on 0191 261 5261 or at [email protected]

Sage Bellway

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