Taylor McKenzie Research & Marketing

Market Research, Fieldwork and Viewing Facilities

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Qualitative Research

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Sometimes all it takes is that one piece of insight to make or break a marketing campaign, new product release etc. etc.

 

Taylor McKenzie offer a full and bespoke qualitative service that is designed to meet the specific needs of each client we work with. We pride ourselves on the scope and depth of our Qualitative research, turning complex objectives into detailed and actionable results, gaining a deep understanding of customer needs and perceptions and providing our clients with the insight to develop their products, services, or marketing strategy for the best results.

At TMcK we have a natural instinct for qualitative market research (possibly due to the curious nature of all our staff who just love asking questions) and we have all the facilities here to manage every stage of your qualitative research needs, from recruiting appropriate respondents, to provide state of the art viewing facilities and experienced researchers.

 

We provide a wide range qualitative research services

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

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SMWS

The Challenge:

The Scotch Malt Whisky Society (SMWS) is the world’s foremost whisky club but in recent years membership has slowly declined. The SMWS wanted our help to define their audience, understand the key drivers and barriers to membership and how the society could grow members globally.

What We Did:

Qualitative and quantitative insight identified 6 key whisky member ‘types’ and their key drivers of choice within the category. Qualitative work in the UK revealed the role whisky played and how each member type wanted the society to engage with them. Quantitative insight helped to size the opportunity of each segment and identify which whisky types dominated in each of their key markets globally.

The Result:

This work has helped the society redefine membership product, proposition and benefits by mind-set type, improve the membership renewal process and communications and aid creation of a new visual brand identity.