Customer Research
Zuni designs and runs customer research that gives you a genuine and deep understanding of your target customers – their needs, their behaviours, and the decisions they are trying to make. Our research is always tied to a question that matters to your business.
We combine qualitative depth with quantitative rigour. We use interviews, focus groups, surveys, segmentation studies and behavioural analytics – chosen and combined to suit the question and context of your organisation and needs.
Our goal is to deliver output you can act on, with clear insights based on understanding the deep drivers, experience and mental models the audience uses to make decisions.
Every customer research project at Zuni starts with the strategic question, then works backwards to the right method. We design research to give you decision-grade evidence – not data for its own sake.
01
We work with you to define the decisions the research needs to inform, seeking first to understand your why, your budget and your context. Being clear on the motivations behind the objectives, means we research the right question. Framing is central in strategic research.
02
We design the research approach – qualitative, quantitative, or both – choosing the methods that will produce evidence to answer the framed questions efficiently and credibly.
03
We recruit and field the research across all formats – using our skilled moderators for qual research, and our experienced quanties for survey design. We manage the whole process, end to end, using 25 plus years of experience to guide us.
04
We analyse the data, turning findings into insights and outputs your business can act on. With clear delivery on what it means for the business, we provide recommendations to move the business in the right direction.
We work with you to define the decisions the research needs to inform, seeking first to understand your why, your budget and your context. Being clear on the motivations behind the objectives, means we research the right question. Framing is central in strategic research.
We design the research approach – qualitative, quantitative, or both – choosing the methods that will produce evidence to answer the framed questions efficiently and credibly.
We recruit and field the research across all formats – using our skilled moderators for qual research, and our experienced quanties for survey design. We manage the whole process, end to end, using 25 plus years of experience to guide us.
We analyse the data, turning findings into insights and outputs your business can act on. With clear delivery on what it means for the business, we provide recommendations to move the business in the right direction.
Qualitative and quantitative research designed around the strategic questions you need answered – not generic market reports.
Evidence-based personas grounded in real behaviour and motivations, built to guide product, content and channel decisions.
Quantitative segmentation that identifies the customer groups that matter most to your business and how to reach them.
Ongoing listening programs – surveys, interviews, panels and analytics – that keep customer evidence flowing into the business.
Health & Not-for-Profit
A series of research, customer journey, tech stack and digital strategy projects supporting Asthma Australia's digital transformation journey. Zuni has provided ongoing support across multiple workstreams, helping Asthma Australia build a more customer-centred digital presence aligned to their mission.
Health & Pharma
Zuni has worked with BD across multiple product divisions – including Diabetes, Diagnostics, and BD Biosciences – conducting two-stage customer research programmes, developing customer journey maps, and translating those insights into digital and content strategies grounded in real audience understanding.
Consumer Health
Zuni has provided digital marketing strategic assistance to SFI Health over a number of years, including a digital marketing strategy, content strategy, assistance on ecommerce strategy and market-specific mentoring. Most recently, we've conducted Customer Journey Mapping projects in the USA, UK and Australia and explored the direct to consumer opportunity across 11 countries to identify opportunities.
Insights
Customer Research
Research, done properly, can be expensive. But it's not the only source of insight. If you're strapped for cash, here are the price effective ways to build your customer understanding internally.
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Qualitative tells you why. Quantitative tells you how many. Most strategic questions need both – but knowing which to lead with, and how much of each you actually need, is the difference between research that informs decisions and research that just generates data.
Read articleCustomer Research
Internal workshops are a great place to start a journey map. They are a terrible place to finish one. Without real customer research, you end up mapping how the business thinks the experience works – not how it actually does.
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