New Service to Dig Deeper in Client Firms

GfK NOP has launched a new brand, 'beyond', in response to client calls for greater ROI from insight. 'beyond' aims to use the experience of people who have 'been there and done it as clients' to ensure research is turned into actionable solutions.

The man behind beyond is Richard Matthews, who joined GfK NOP as Director of Insight in October last year after almost ten years in senior insight functions at Vodafone and Nokia. The service aims to take companies 'beyond pure research', translating insight gained both from an organisation's own 'buried' data and from new sources into prioritised actions. It then embeds them into the organisation 'from the shop floor right up to senior management'.

The team offers services including bespoke Insight Reviews, Customer Management Audits and Insight Oracles, and creative workshops and training sessions on implementation of strategy - all are aimed at gaining a deeper understanding of and involvement with the client organisation at both ends of the project. For example, Insight Reviews start with workshops with the client's insight team, to determine their networks and existing processes, and follow up with one-on-one interviews with key stakeholders, to understand 'the current performance and expectations placed on the company's insight requirement'.

The GfK Group's home page is at www.gfk.com and GfK NOP's at www.gfknop.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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