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Case study:
Exploring market opportunities for a new business course

Imperial College

Featured in this case study: Education, Business to consumer (B2C), Business to business (B2B), Mystery shopping, Market research project design & management, Market research in-depth interviews, Desk research, CATI (Computer-Assisted Telephone Interviewing), Stakeholder, Product development

The challenge

Imperial College Business School was considering introducing a new course in the near future.

They wished to gain an understanding of the market’s requirements, employer perspective, and potential competition.

The approach

Effective consumer market research explores people’s preferences, motivations, behaviours, attitudes and needs. How these insights are analysed and presented is as important as the areas of study; outputs must be both accessible and actionable if they are to inform data-led decision-making. At DJS Research we help our clients gain a deeper understanding of their target market – exploring not only what they do but why they do it, even when they're not consciously aware of it themselves.

From examining what consumers are watching, buying and using, to how they feel about their products and services, we draw on our toolkit of services and solutions to create bespoke solutions that deliver meaningful audience insight.

Our experience in consumer research is extremely wide-ranging, crossing many sectors including food and drink, FMCG, retail, utilities and the public sector. We also regularly conduct research on behalf of consumer regulators and watchdogs, exploring consumer rights and protection.

Our B2C experience and capabilities include:

Our B2C experience and capabilities

Crafting bespoke B2C solutions at DJS Research

We don't do 'off-the-shelf' proposals. All our projects are tailored to meet the sector-specific needs of our clients. As a full-service agency, we have the full range of traditional and innovative qualitative and quantitative research services at our disposal and our specialist teams and departments assist our researchers to optimise and elevate our outputs.

We bring together teams of experts to meet your objectives, which might include:

Our Behavioural Science experts to understand how your consumers really think and behave – and why!
Statisticians to even dig deeper into the data and interpret what the findings mean for your organisation and the road ahead.
Semioticians to help us decipher how your consumers interpret meaning from the signs and symbols of everyday life.
Our Creative Services team who can transform our findings into a range of different dynamic formats, from punchy infographics to engaging short-form videos, to ensure outputs are fully accessible and memorable for all key stakeholders.

Engaging your audience – no matter who, or where, they are...

With over two decades of experience honing our audience engagement skills, we have both the expertise and the capabilities to reach consumers from all walks of life. Our in-house online consumer panel, Opinion Exchange, provides direct access to thousands of UK consumers who are ready and willing to take part in market research studies. This panel is just one of the many tools we have available to recruit audiences from across the country.

Our range of specialist sub-panels includes:

Different Perspectives: our panel of over 10,000 people who are facing vulnerable circumstances today. Through this highly engaged panel of individuals, each with varied vulnerabilities, we can provide our clients with a direct route to connect with audiences who are often considered hard to reach.
ChatterZone: Our panel of over 5,000 children and young people, with parental consent in place to participate in market research.

In addition to our panels, our in-house Field & Recruitment team oversees a network of UK-wide recruiters as well as a large team of face-to-face interviewers for conducting surveys with the public. We can also carry out research with existing customers using client-supplied contact lists.

To find out more about our expertise in consumer market research, and discuss how we could craft a bespoke sector-led solution to deliver the insights your organisation needs, contact our team today.

The results

The research showed that there was an opportunity for Imperial College to run the new course. It would appeal to a broad base of undergraduates in London – where location is a key factor – as well as to the wider international and domestic market.

There was interest in the subject; the course was seen as a route into a top business job with a large employer.

There were few high-end competing offers in London.

Imperial College Business School has an excellent reputation, which was identified as a critical factor in course selection.

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Client testimonial: Imperial College

Education, Business to consumer (B2C), Business to business (B2B), Mystery shopping, Market research project design & management, Market research in-depth interviews, Desk research, CATI (Computer-Assisted Telephone Interviewing), Stakeholder, Product development

"The research project that DJS Research completed for Imperial College Business School was a huge success in advising us on the viability of launching a new programme. I found them to be extremely flexible given our very tight deadline and very responsive to our needs. It has been a pleasure working with them and I would definitely recommend them to others."

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Sector:
Education

From exploring new course opportunities to evaluating brand perceptions and student satisfaction levels, our work across the education sector empowers our clients, providing the insight they need to innovate, diversify and grow. With decades of education experience, working with a broad range of institutions and organisations within this field, we have extensive knowledge of this ever-changing sector and its many, varied, challenges. As the world adjusts to the impacts of AI technologies, educational institutions, teaching professionals and students alike are navigating the risks and benefits of adoption and impacts on modes of learning. This is just one of the newer, multi-stranded, challenges facing the education sector today along with mounting economic pressures, funding concerns, suggested policy reforms and an increasing demand for flexible, hybrid learning models. Our education leads recognise the importance of understanding the wider context of, and current developments in, the sector on market research requirements. They use this knowledge to create bespoke solutions that deliver relevant insight, helping our education clients make informed, strategic decisions. We have a proven track record of delivering seamless, high-quality market research for organisations across the full education spectrum including: Universities and other HEIs. Further education colleges. Awarding bodies. Sector skills councils. Government departments. Educational publishers and other educational media creators. We understand the diverse and complex audiences within the education sector, how to reach them, and how to design research which engages them – from A-levels students to those in further and higher education, from teachers to careers advisors to employers. Our work includes both qualitative and quantitative research with a wide range of groups including: Students (primary, secondary, FE and HE). Alumni. Primary and secondary school teachers, heads of department and school leaders. Lecturers. Careers advisors. Private training providers. Adult learners. Employers. Other opinion leaders and stakeholders. We place great importance on the safety of our research participants and ensure everyone involved in our market research projects is treated with the utmost care and respect. Our specialist children and young people research team carry out all our projects with juvenile audiences, and researchers within this team who conduct regular research with under 18s have undergone the Enhanced DBS check. Delivering tailored research solutions for the education sector As a method-neutral, full-service market research agency, we draw upon our extensive range of research methodologies and services to build tailored solutions for our education clients. The scope of education market research we have conducted is wide-ranging, with needs varying significantly by client and organisation. For example, projects we have conducted for universities and FE colleges include: Advertising and communications research. Branding research. Research into new courses e.g. course feasibility research and student appetite. Course/proposition development. Market studies. Student surveys, including satisfaction research. Employee research. Employer perception research. Academic research. Supporting education research with our bespoke online panels Opinion Exchange is our in-house online panel of over 25,000 UK adults who have signed up to take part in market research studies, and this includes many education professionals such as classroom teachers, head teachers and lecturers. Our access to this vital audience of education providers is supplemented by our growing sub-panel VoicED, which extends our reach by upwards of 1,000. For projects that require engagement with children and young people specifically, we have a bespoke youth panel ChatterZone, which is comprised of young people and their parents/carers. To find out more about our expertise in the education sector, and discuss how we can provide the actionable insight you need to meet your business objectives, contact our team today.

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Specialism:
Business to consumer (B2C)

Effective consumer market research explores people’s preferences, motivations, behaviours, attitudes and needs. How these insights are analysed and presented is as important as the areas of study; outputs must be both accessible and actionable if they are to inform data-led decision-making. At DJS Research we help our clients gain a deeper understanding of their target market – exploring not only what they do but why they do it, even when they're not consciously aware of it themselves. From examining what consumers are watching, buying and using, to how they feel about their products and services, we draw on our toolkit of services and solutions to create bespoke solutions that deliver meaningful audience insight. Our experience in consumer research is extremely wide-ranging, crossing many sectors including food and drink, FMCG, retail, utilities and the public sector. We also regularly conduct research on behalf of consumer regulators and watchdogs, exploring consumer rights and protection. Our B2C experience and capabilities include: New product development. Segmentation and profiling. Brand strategy. Customer satisfaction. Advertising research. UX research. Proposition testing. Crafting bespoke B2C solutions at DJS Research We don't do 'off-the-shelf' proposals. All our projects are tailored to meet the sector-specific needs of our clients. As a full-service agency, we have the full range of traditional and innovative qualitative and quantitative research services at our disposal and our specialist teams and departments assist our researchers to optimise and elevate our outputs. We bring together teams of experts to meet your objectives, which might include: Our Behavioural Science experts to understand how your consumers really think and behave – and why! Statisticians to even dig deeper into the data and interpret what the findings mean for your organisation and the road ahead. Semioticians to help us decipher how your consumers interpret meaning from the signs and symbols of everyday life. Our Creative Services team who can transform our findings into a range of different dynamic formats, from punchy infographics to engaging short-form videos, to ensure outputs are fully accessible and memorable for all key stakeholders. Engaging your audience – no matter who, or where, they are... With over two decades of experience honing our audience engagement skills, we have both the expertise and the capabilities to reach consumers from all walks of life. Our in-house online consumer panel, Opinion Exchange, provides direct access to thousands of UK consumers who are ready and willing to take part in market research studies. This panel is just one of the many tools we have available to recruit audiences from across the country. Our range of specialist sub-panels includes: Different Perspectives: our panel of over 10,000 people who are facing vulnerable circumstances today. Through this highly engaged panel of individuals, each with varied vulnerabilities, we can provide our clients with a direct route to connect with audiences who are often considered hard to reach. ChatterZone: Our panel of over 5,000 children and young people, with parental consent in place to participate in market research. In addition to our panels, our in-house Field & Recruitment team oversees a network of UK-wide recruiters as well as a large team of face-to-face interviewers for conducting surveys with the public. We can also carry out research with existing customers using client-supplied contact lists. To find out more about our expertise in consumer market research, and discuss how we could craft a bespoke sector-led solution to deliver the insights your organisation needs, contact our team today.

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Specialism:
Business to business (B2B)

Disentangling decision-making in complex organisations, handling and coordinating multiple strands of detailed information and understanding technical products and services: these are just a few of the challenges that can accompany B2B market research, and our specialist researchers have been honing their skills in these areas for well over two decades. Confident navigating multiple, diverse markets – often simultaneously – our team has the knowledge and experience to deliver meaningful business to business insight for organisations of any size. Understanding the nuances of your field of operation, including market conditions and influences, is an essential part of our early research process. We work closely with our clients from the outset to define requirements and the needs of all stakeholders clearly. We supplement this important first phase with desk research where appropriate and draw on our own extensive experience across DJS Research. Experts at reaching the business and stakeholder audiences you need Audience sizes for B2B research projects tend to be low in number and harder to reach than consumers. Far from being a concern, survey volumes are often intentionally small-scale as the core priority is quality, not quantity, to engage the right people. Our teams identify exactly who it is that we need to reach, including the organisations we need to target and the individual roles we need to speak to. We can use contacts provided by our client (adhering to strict GDPR rules) or, most often, we will develop a target list ourselves using a range of techniques, building samples which fulfil specific project-led quotas. Participating in market research studies can be low on the priority list for many business audiences. Often with demanding responsibilities and mounting workloads, we recognise how important it is to engage business audiences respectfully and to ensure we make the best use of the little time they may have available. Our highly trained B2B interviewers use their skills to successfully get around gatekeepers (e.g. receptionists) and maintain the interest of business representatives for the length of time required. Blending new and traditional methods to drive innovation Despite its challenges, CATI (Computer Assisted Telephone Interviewing) is often the most cost-effective and appropriate method of achieving large and representative samples of business owners and senior managers. A telephone-first approach enables us to verify the business or organisation’s credentials and ensure we are speaking with the most appropriate individual within each, which will vary depending on the nature of the research. Since Covid-19 especially, we have found that ‘cold’ approaches (i.e. where there is no existing relationship) for research with B2B audiences are more and more challenging. In addition to our skilled interviewers, who effectively 'sell' the benefits of participating in an interview, we are increasingly experimenting with new recruitment channels. These new avenues have included exploring LinkedIn, to maximise response rates, and using synthetic data to investigate opportunities for enhanced insight in B2B. Bespoke sector-focused business solutions which deliver actionable insight Our B2B projects are conducted by a highly experienced team, who ensure all outputs are sector-focused, with director-level involvement throughout. Working with clients across many different industries and markets, within both the private and public sector, has given us a holistic understanding of B2B needs which enriches our solutions and maximises effectiveness. Examples of recent B2B surveys undertaken by DJS Research in this field have covered issues from technology and cyber security to business ownership models and employment practices. Our research often extends beyond the UK as many of our B2B research clients operate globally. The strength of our international offering means that, where necessary, we can employ a network of native partners to help us with on-the-ground fieldwork around the world. To find out more about our wealth of business to business experience, and discuss how we could deliver the actionable insight your organisation needs, contact us today.

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Service:
Mystery shopping

Mystery shopping allows us to step directly into your customers’ shoes. Sometimes, excellent marketing and a well-designed store layout can be let down by a lack of knowledge amongst staff or a poor attitude on the shop floor. Discreetly assessing real-world interactions, we uncover what it feels like to be your customer and where improvements can be made. Where can mystery shopping add value? At DJS Research, our tailored mystery shopping programmes provide an authentic view of how your business performs across different touchpoints, whether in-store, online, over the phone or through live chat. Mystery shopping is highly flexible. It can evaluate a single store, compare branches or track performance over time. It can assess competitor service standards or benchmark your brand against industry norms. For online journeys, mystery shoppers test digital platforms, reviewing everything from product search to checkout flow. For physical locations, they capture the complete customer journey, from first impressions through to the final interaction. How does mystery shopping work? We work with a wide network of trained fieldworkers who pose as genuine customers, carefully following tailored scenarios designed around your research objectives. They record their experiences in detail, capturing everything from staff knowledge and service quality to ease of navigation and speed of delivery. Our analysis combines detailed qualitative feedback with quantitative scoring, providing actionable insights to improve training, processes and customer satisfaction. Some recent applications of mystery shopping include: Assessing in-store sales and after-sales experiences at a watch and jewellery retailer. Reviewing dining club benefits across competitor offerings. Evaluating electrical store staff on customer engagement, EV point installation knowledge, trade discounts and upselling wider product needs. Tracking the visitor journey when booking tickets to a national gallery. Benchmarking prices for service packages across a garage network. Gauging compliance and staff knowledge of a ‘Help to Buy’ scheme among UK housing developers. Comparing customer journeys across different debt advice providers. Whether you want to monitor compliance, track brand standards, or identify moments that delight or disappoint, mystery shopping helps you understand how your business is really performing when it matters most. With mystery shopping, DJS Research brings you closer to the customer reality, highlighting what is working, what is not, and what you can do to raise the bar.

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Market research project design & management

At DJS Research, we offer comprehensive market research project design and management services, ensuring that every stage of your project runs smoothly and delivers robust, actionable results. As a full-service agency, our senior research team brings the expertise needed to plan, coordinate and oversee projects from start to finish, working in partnership with you to ensure your objectives are met on time and within budget. We understand that each client’s needs are unique. That is why we take the time at the outset to explore your objectives in detail, ensuring we design a research approach that is entirely tailored to your requirements. Whether you are seeking to explore a new market, understand customer perceptions, or evaluate the success of a product or service, our project design and management expertise will ensure you have the insight you need to make confident, informed decisions. Why does effective project design and management matter? Well-planned and well-managed research projects are more likely to deliver insights you can trust. Without clear objectives and a structured process, projects risk delays, overspending, or producing results that fail to answer your key questions. By working with our experienced team, you can be confident that your research will: Address the right questions from the outset. Stay on track and on budget. Produce accurate, robust findings that support decision-making. How do we approach project design and management at DJS Research? We tailor our process to the needs of each client, but our typical steps include: Understanding your objectives: Exploring your goals to ensure we address the right questions. Designing the research framework: Selecting the most suitable methods for your requirements. Planning and scheduling: Setting a clear and achievable timeline. Managing fieldwork and resources: Coordinating all elements of delivery (including recruitment, data collection and quality control). Keeping you informed: Providing regular updates so you know exactly how the project is progressing. Delivering actionable results: Presenting insights in a clear, actionable format to support your decision-making. We recognise that some clients prefer to be closely involved at every stage, while others would rather take a step back and receive the findings once the work is complete. We are happy to work in whichever way suits you best. Our approach is flexible, adapting to your preferred level of involvement as well as your budget and timescales. What are the benefits of working with DJS Research? Partnering with us for project design and management gives you access to: A dedicated senior researcher overseeing your project from start to finish. A team with experience across a wide range of sectors and research methods. Transparent, straightforward communication at every stage. Accredited quality processes that ensure reliable, robust results. Effective project design and management underpins all our projects at DJS Research and the breadth of our service offering ensures we provide expertise at every stage of the research process. Ready to ensure your next research project runs seamlessly from start to finish?

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Market research in-depth interviews

In-depth interviews offer the opportunity to have detailed, open-ended conversations with individual participants. They allow us to explore certain topics or reach particular audiences that would not be possible or appropriate with a focus group methodology. Whether exploring complex customer journeys, testing sensitive ideas, or speaking to senior stakeholders, in-depth interviews are a flexible and highly effective way to understand behaviours, attitudes and perceptions. In-depth interviews are particularly relevant for: Confidential, controversial or sensitive topics: Personal finance, health or sensitive business information, for example. Complex or detailed subject matter: Unpicking customer journeys, website testing or exploring sector-specific regulation and procurement processes for example. B2B audiences: In-depth interviews can be conveniently arranged to fit in with their busy work schedules. Marginalised or vulnerable audiences: Some audiences may feel less comfortable in a group setting and prefer a one-to-one interview. Encouraging honesty and capturing unbiased feedback. From interviews about debt, alcoholism and bereavement to software procurement processes and MedTech, there’s not much our sector experts haven’t covered before and all our researchers are trained in the art of in-depth interviewing. Our approach to in-depth interviews Choosing the right method: Once we have established that in-depth interviews are the right method for your project, we will recommend either online/video, telephone or in person interviews (or a combination). The specific approach will depend on the project objectives as well as budget, timescales and audience. For example, it may be important to gather rich contextual information, or utilise eye tracking technology, so we’ll visit respondents in their home or in a central location. Alternatively, online/video and telephone interviews remove geographical barriers and are typically more cost-effective and flexible. Recruiting the right people: Our in-house team will carefully recruit participants who match the desired criteria, whether that is based on demographics, behaviours, or attitudes. Whilst in-depth interviews are typically conducted one-to-one, we may recommend paired interviews, for example a couple or a child and parent. Thoughtful moderation: Our experienced moderators know how to put respondents at ease, build rapport and keep conversations on track. Our sector experts design discussion guides to ensure objectives are met. Actionable insight: We don’t just report what people say in interviews. We systematically review transcripts and recordings to identify recurring themes, patterns, and divergences in opinion. We look through a behavioural science lens and we uncover the insight that informs strategic decision-making. We then create engaging, visual reports using rich qualitative data such as video, audio, quotes and case studies to bring the findings to life, along with our carefully considered recommendations.

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Service:
Desk research

Desk research involves the investigation of data and information sources that have already been collected, commonly referred to as ‘secondary data’. Although the naming convention may give the impression that this may be an inactive or perhaps even a passive, task, it is quite the opposite; a thorough piece of desk research, undertaken with clear objectives, can be hugely important to help shape and inform future research requirements. At DJS Research we appreciate the immense value of desk research and will often examine secondary data sources to complement our own primary data collection. Whether investigating existing research in the public domain or analysing a client’s own previous studies, our attention to detail ensures we obtain a deep understanding of the materials. This process enables us to identify knowledge gaps to shape future research requirements and guide qualitative and quantitative recommendations. Our researchers can source, analyse and synthesise existing data from trusted and verified sources to provide a clear, evidence-based view of your market, audience, competitors or category. The outputs and scale of desk research needs will vary from project to project but our commitment to quality, and goal of enhancing existing levels of understanding, is inherent throughout. What is the process for conducting a bespoke piece of desk research at DJS Research? We have a tried and tested approach when conducting desk research to ensure all projects work to an agreed and defined scope, are thorough in their approach and provide outputs that are evidenced clearly and referenced/cited correctly. Desk research approach We have a tried and tested approach when conducting desk research to make certain it is thorough, within an agreed defined scope and to ensure all evidence is clearly referenced/cited: *To maximise our time for the desk research our researchers will use Chat-GPT Plus (the paid for ChatGPT model) at key points during the desk research process. A structured literature review is one specific desk research approach that we may recommend when there is a considerable amount of existing, or secondary data, to examine and summarise. What is a structured literature review? A structured literature review is an organised, clearly defined synthesis of existing information and current thinking on a specific area of study, producing a coherent summary. The aim of a literature review is to examine previous and existing explorations and views on a topic or issue to help inform the foundation for future research. Literature reviews can form an incredibly useful part of the early research phase to: Clarify existing knowledge and insights. Identify knowledge gaps to inform the design of primary research. Enhance discussion guides and survey questions, building on existing knowledge rather than repeating it. Help ensure stakeholders are aligned in their understanding and knowledge of the current state of things before we move forward with additional research. Validate or refute an organisation's understanding of their own position in the market. Where and how does AI fit within the desk research stage? We use AI technology tactically within our research methodologies where it offers clear advantages in terms of time-saving, accuracy and cost-savings for our clients. For example, where appropriate we will use the paid-for, ring-fenced, platform ChatGPT Plus to assist with the following research tasks: To summarise reports which may be of interest. To extract key themes from large quantities of information. To conduct a ‘data dig’ asking AI questions as we develop hypotheses. However, our use of AI to optimise the desk research process is always overseen, and verified, by human input. When it comes to AI, at DJS Research we guarantee: Human data checks, every time: We are wholly mindful of the limitations of AI and never rely on the information it presents without conducting thorough checks to validate its findings. This includes verifying the accuracy of summaries and synthesised content by researcher review/reading of the data. Human analysis, every time: Thorough analysis requires human input to ensure meaningful and actionable outputs. We construct an analysis framework manually, typically in Excel, and hold team analysis sessions to review emerging insights and discuss/agree key points, implications and recommendations. All sources are also manually checked and referenced to ensure complete accuracy. Data privacy: Using a secure and paid-for platform ensures complete data privacy and the AI platform will only reference the data within the specific project in its data collation view. Using a ring-fenced platform ensures any reports uploaded will not be available to other ChatGPT users. Transparency of methods and sourcing: We will always disclose any use of AI, making its use within the desk research phase clear in our final research outputs. To find out how DJS Research could deepen your understanding of your competitors, your category or the landscape in which you operate, and use this information to elevate and inform your next research project, get in touch.

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CATI (Computer-Assisted Telephone Interviewing)

CATI is a widely used data collection method in market research, where trained interviewers conduct telephone surveys using specialist software to guide them through a pre-programmed questionnaire. The system includes features like skip logic, pre-coded answers, and real-time validation to ensure the collection of accurate, high-quality data. We conduct CATI fieldwork interviewing both consumers and businesses using Forsta’s advanced CATI platform. This state-of-the-art system enables our research teams to collect robust telephone data efficiently, with full control over survey routing, project management and field supervision. Whether it’s a large-scale public opinion study or a customer satisfaction tracker, CATI ensures consistency and data integrity throughout. Why use CATI and what are the advantages? CATI remains one of the most effective tools for conducting structured telephone interviews, particularly when targeting hard-to-reach audiences or complex sample quotas. It continues to be a valuable part of the DJS Research toolkit for a number of reasons: Real-time insights: Our CATI system allows researchers and clients to view responses live as they come in. This enables agile adjustments to fieldwork, improves response rates, and ensures better-informed decision-making throughout the project. Multi-channel integration: CATI can be seamlessly combined with other methodologies, such as online, face-to-face, or mobile research. We often use mixed mode approaches to give clients a holistic view of their data across multiple touchpoints. Scalable for large-scale projects: Our CATI setup supports thousands of concurrent interviews, across multiple interviewers. Whether you need a nationally representative survey or a high-volume customer satisfaction project, we can deliver results quickly and reliably. Centralised project management: With CATI, our project teams manage fieldwork from a single platform – streamlining scheduling, quota management, and interviewer coordination to ensure every project runs smoothly from start to finish. Increased efficiency: There are a number of automated features – like number dialling, call scheduling, and respondent tracking, which helps our team focus on what matters: gathering high-quality insights. This reduces turnaround time and improves cost-efficiency for our clients. Live monitoring and supervision: Our supervisors monitor interviews in real time or review recordings to ensure quality control. Interviewer performance data is also tracked throughout fieldwork, supporting coaching, accountability, and consistently high standards. Our CATI operations are underpinned by our team of experienced interviewers, dedicated supervisors, and cutting-edge technology – delivering accurate, actionable insights you can trust.

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Stakeholder

Understanding who your stakeholders are, what they want, and need from you and their perceptions of your organisation is critical for success. At DJS Research we have a strong track record of conducting research with stakeholders in the public, private and not-for-profit sectors. We can provide a clear picture of where trust is strong, where risks lie, and where opportunities exist to build stronger, more effective engagement with your stakeholders. Stakeholder research is the process of gathering and analysing feedback from the people and groups who have a direct interest in your organisation to understand their views, priorities and expectations. Stakeholders may include customers, employees, policy makers, investors, regulators or members of the public. Whoever they may be, understanding their perspective is essential for decision-making and shaping strategy. Stakeholder research can be used to: Map stakeholder priorities and perceptions. Highlight opportunities to strengthen relationships. Identify risks before they become challenges. Support evidence-based decision-making. Track shifts in sentiment over time. In short, stakeholder research helps organisations listen better, act smarter, and strengthen the relationships that underpin long-term success. Every organisation is different, with different groups of stakeholders, so there is no ‘one size fits all’ approach to stakeholder research. We’ll work closely with you to understand your sector and unique context and develop a bespoke approach. Stakeholder research can involve qualitative or quantitative research, or a combination of both. As a full-service agency, with a wealth of internal teams and a network of partners across the UK, we have access to the full range of research methodologies. Open-ended qualitative research is particularly useful as it allows us to speak to stakeholders in depth and understand what really matters to them. We may recommend a one-to-one approach for interviewing busy individuals and covering confidential topics, but sometimes a more collaborative focus group or workshop approach is required. We’ll use quantitative methods when we need to survey large samples and measure stakeholder priorities and strength of feeling. Online, telephone, and face-to-face methods can all be called upon to help us track measures over time and examine the impact of internal and external factors. Combining qualitative and quantitative methods offers the best of both worlds, but whichever method we suggest, the very act of conducting research is a great way to engage stakeholders and ensure they feel part of your journey. At DJS Research, we will work in collaboration with you to ensure the research is meaningful, engaging and actionable for your organisation. We will assign a team of people who understand your sector inside out. We’ve worked with organisations across the public, private, and not-for-profit sectors – from local authorities and government bodies to high-profile brands and small charities. This breadth means we know how to adapt our approach to diverse and often complex stakeholder landscapes. To find out more about stakeholder research and how we could help your organisation fulfil your business needs, get in touch today.

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Solution:
Product development

Turning ideas into successful products Bringing a new product or service to market is exciting – but it’s rarely straightforward. Many promising innovations fail not because the idea lacked potential, but because development drifted away from what customers actually value. According to the late Harvard Business School professor Clayton Christensen, a staggering 95% of new products don’t survive. Think of Google Glass – a cautionary tale of tech innovation that missed the mark. Today’s customers are more informed, selective, and value-conscious than ever. Success depends on designing products that do more than function – they must solve real problems, evoke an emotional response, and stand out in a crowded market. Product development research brings customer insight into every stage of the journey, helping organisations design products that are desirable, viable, and ready for real-world success. At DJS Research, we work with product teams to turn evidence into innovation – guiding launches that delight customers, strengthen brands, and drive sustainable growth. Why is product development research important? Product development research provides the confidence to design and refine products that meet real customer needs. By connecting insight to each development stage – from identifying opportunities and prioritising ideas to optimising prototypes, pricing, and packaging – it ensures each decision is informed, not based on assumptions. It can help you: Identify unmet customer needs and pain points to inform innovation. Prioritise concepts and prototypes with the strongest potential. Refine product features, design, and positioning for maximum appeal. Optimise propositions for pricing, packaging, and communication. Reduce the risk of costly missteps and accelerate time-to-market. Whether you’re shaping a new product, repositioning an existing one, or entering a new market, product development research gives you the clarity to make confident, customer-focused decisions that fuel innovation and long-term brand success. How do we do it? We design tailored programmes that support the full product development lifecycle, using both qualitative and quantitative methods to ensure robust insights at every stage. Our methods include: Exploratory research such as ethnography, focus groups, and in-depth interviews to uncover needs and identify innovation opportunities. Concept testing using monadic or sequential designs to understand customer reactions to early ideas. Conjoint and choice modelling to assess trade-offs and inform feature prioritisation. Proposition and positioning testing to evaluate relevance, differentiation, and purchase intent. Usability and packaging studies to refine design, function, and communications. We also use iterative approaches such as agile research sprints to provide rapid feedback across the development process. By combining rich qualitative insight with statistical robustness, our research doesn’t just tell you what people think – it explains why, and what it means for your product strategy. What makes our approach different? At DJS Research, we don’t believe in 'one size fits all'. Every product category and audience is different, so our product development research is designed around your specific objectives and challenges. Our directors play an active role throughout, ensuring that every study benefits from deep sector expertise and decades of experience. We go beyond data collection, delivering clear, practical recommendations that guide decisions on product design, positioning, and launch strategy. As an employee-owned business, our people are personally invested in your success. That means we take the time to understand your organisation, your brand, and your customers, working collaboratively to design research that delivers real-world impact. From blue-sky innovation to product refinement, our approach blends creativity with commercial rigour – enabling you to innovate with confidence and launch products that customers genuinely value. Ready to develop products that stand out? To find out more about how our product development research can support your innovation pipeline and help you create successful propositions, contact our team today.

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Market research case study: Exploring market opportunities for a new business course

Imperial College

The challenge

The approach

The results

Client testimonial: Imperial College

Education, Business to consumer (B2C), Business to business (B2B), Mystery shopping, Market research project design & management, Market research in-depth interviews, Desk research, CATI (Computer-Assisted Telephone Interviewing), Stakeholder, Product development

Other areas you might find interesting...

Sector: Education

Specialism: Business to consumer (B2C)

Specialism: Business to business (B2B)

Service: Mystery shopping

Service: Market research project design & management

Service: Market research in-depth interviews

Service: Desk research

Service: CATI (Computer-Assisted Telephone Interviewing)

Solution: Stakeholder

Solution: Product development

Case study: Exploring market opportunities for a new business course

Imperial College

The challenge

The approach

The results

Client testimonial: Imperial College

Education, Business to consumer (B2C), Business to business (B2B), Mystery shopping, Market research project design & management, Market research in-depth interviews, Desk research, CATI (Computer-Assisted Telephone Interviewing), Stakeholder, Product development

Other areas you might find interesting...

Sector: Education

Specialism: Business to consumer (B2C)

Specialism: Business to business (B2B)

Service: Mystery shopping

Service: Market research project design & management

Service: Market research in-depth interviews

Service: Desk research

Service: CATI (Computer-Assisted Telephone Interviewing)

Solution: Stakeholder

Solution: Product development

Market research case study:
Exploring market opportunities for a new business course

Sector:
Education

Specialism:
Business to consumer (B2C)

Specialism:
Business to business (B2B)

Service:
Mystery shopping

Service:
Market research project design & management

Service:
Market research in-depth interviews

Service:
Desk research

Service:
CATI (Computer-Assisted Telephone Interviewing)

Solution:
Stakeholder

Solution:
Product development

Case study:
Exploring market opportunities for a new business course

Sector:
Education

Specialism:
Business to consumer (B2C)

Specialism:
Business to business (B2B)

Service:
Mystery shopping

Service:
Market research project design & management

Service:
Market research in-depth interviews

Service:
Desk research

Service:
CATI (Computer-Assisted Telephone Interviewing)

Solution:
Stakeholder

Solution:
Product development