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Qualitative Research

Quantitative Research

Working with a leading global telco's Home Portfolio team to accelerate growth and innovation by delivering best-in-class home connectivity across Europe. However, existing insight was primarily device led and fragmented, limiting its ability to inform:<ol><li data-list="bullet">Product and proposition development</li><li data-list="bullet">Commercial and bundling strategies</li><li data-list="bullet">Targeted marketing and communications</li></ol> To unlock growth, they needed a holistic, needs-based segmentation rooted in real consumer behaviours, attitudes, and connectivity use case, moving beyond traditional demographic targeting to encompass attitudinal and behavioral insights that could pull audiences apart and support their ambitious strategy for more targeted growth

Technology: Building a needs based segmentation for a leading connectivity provider

Bryter partnered with a life sciences creative agency to support the development of a patient facing campaign for a treatment targeting relapsed/refractory multiple myeloma (RRMM).The campaign needed to resonate with a highly specific and experienced patient group, individuals who had progressed beyond first-line therapy as well as their caregivers. The client required: <ol><li data-list="bullet">Clear direction on which creative concepts would be most impactful and motivating</li><li data-list="bullet">Identification of messages that would drive engagement and support treatment consideration</li><li data-list="bullet">Early detection of any language or claims that could confuse, alienate, or demotivate audiences</li><li data-list="bullet"> </li></ol>Given the complexity of the disease and treatment journey, it was critical to ensure communications were both clinically credible and emotionally meaningful.

Healthcare: Adcept and message test for a Multiple Myeloma campaign

A global healthcare client required a deeper understanding of the lived experience of patients with sickle cell disease, a complex, high-burden condition often shaped by both clinical and socio-economic factors. The client needed to:<ol><li data-list="bullet">Build a holistic view of the patient journey, from diagnosis through ongoing management</li><li data-list="bullet">Understand the clinical, emotional, and social impact of living with the condition</li><li data-list="bullet">Identify key stakeholders influencing patient experience and outcomes</li><li data-list="bullet">Uncover areas where they could better support patients and improve engagement</li></ol> The challenge was compounded by the nature of the disease: a hard-to-reach and often underrepresented patient population, with experiences shaped by stigma, inequality, and variability in care models.

Healthcare: Mapping the patient journey in sickle cell disease

Working for a commercial stage biopharmaceutical company to support the development of its strategy for a rare and complex disease area with limited awareness and highly fragmented care pathways across Europe. The client needed to:<ol><li data-list="bullet">Build a clear picture of the patient journey and treatment landscape across key European markets</li><li data-list="bullet">Understand diagnostic challenges, referral patterns, and delays to treatment</li><li data-list="bullet">Identify drivers and barriers to diagnosis, treatment initiation, and ongoing management</li><li data-list="bullet">Inform market entry and commercial strategy in a rare disease context with small patient populations</li></ol> Given the rarity of the condition and variability between healthcare systems, a multi-market, insight-led approach was critical to inform decision-making.

Gaming: Refining Gameplay and Narrative for an Adventure Puzzle Platformer

Working with a global strategy agency and a leading manufacturer of smartphones the challenge was to understand how pre-teens and teenagers develop smartphone brand loyalty. This group increasingly controls their smartphone purchase decisions, and the study was designed to uncover the factors influencing their decisions, including parental impact. Key objectives included exploring smartphone usage patterns, identifying the features and USPs young users value, and understanding their brand loyalty journey. The goal was to understand how, where and when the brand could play a more meaningful role in early handset adoption to drive longer term value and loyalty.

Technology: Uncovering Smartphone Brand Loyalty Among Kids

Bryter is an international insights and consultancy agency that helps organisations develop products, services and propositions through a deeper understanding of audiences and their motivations. Core capabilities include audience understanding, product development and go-to-market strategy. Bryter works across multiple sectors including Technology, Healthcare &amp; Pharmaceuticals, Gaming and B2B, offering research, testing and evaluation to inform strategy, creative and product decisions. We combine advanced analytics, bespoke qualitative research, and cultural intelligence to help teams measure market opportunities, explain customer motivations, and build culturally resonant strategies, messaging, pricing, and product decisions with greater confidence and commercial impact. Understand your audiences, develop new products &amp; services and market more effectively. Use our expertise to move your business forward.

Bryter

Business-to-Business Research

Full Service Market Research

Qualitative Market Research Services

Casinos & Gambling  [market sector expertise]

Healthcare & Medical  [market sector expertise]

Pet Owners / Foods / Supplies  [market sector expertise]

Technology  [market sector expertise]

Telecommunications  [market sector expertise]

Gaming & Gamers  [market sector expertise]

Smart Products [market sector expertise]

Internet of Things [market sector expertise]

Consumer Market Research

Strategic Market Research

Full Service Quantitative Market Research

Electronics  [market sector expertise]

Data Collection

As competition intensified in the growing Whole-Body Deodorant (WBD) segment, Lume and its parent company Mammoth Brands were challenged to step forward with strategic category insights to fuel long-term growth. Lume needed to:<ol><li data-list="bullet">Expand the overall APDO (Antiperspirant + Deodorant) category</li><li data-list="bullet">Accelerate Whole-Body adoption</li><li data-list="bullet">Improve shelf planograms and in-store messaging</li><li data-list="bullet">Influence Walmart and Target merchandising strategies</li><li data-list="bullet">Strengthen its leadership position with retailers</li></ol>

B2C Customer Journey Mapping: Lume Identifies Multimillion-Dollar Revenue Leakage Recovery Opportunities and Growth Blueprint from Customer Journey Mapping

Pain point: Dairy Farmers of Wisconsin urgently needed to stop opportunity “leakage” across the shopping journey — lost prospects were slipping out of the funnel and not converting into verifiable leads. As a consumer-packaged goods brand recovering from COVID-driven shifts in shopper behavior, they faced an unfamiliar, fragmented purchase path and needed granular, journey-driven insights to act quickly. Identifying that leakage historically drove 30%–90% increases in revenue opportunity, the stakes were clear: without pinpointing where and why buyers dropped off, marketing, merchandising and retailer communications would continue to underperform. The trigger: post-COVID changes in how and where buyers make decisions prompted Consumer Insights Director Kimberly Koh to commission a focused study with Gold Research to map decision points and influences — including industry tactics (included MRS) — that could be turned into measurable actions. Core question to resolve: How can Dairy Farmers of Wisconsin identify exact touch-points where buyers abandon the journey, quantify the impact, and convert those gaps into verifiable leads?

Path-to-Purchase Research: Shopper Journey and Retailer Insights for Dairy Farmers of Wisconsin

Patients were delaying getting hearing aids — a small delay with huge consequences for quality of life, work, family and mental health. WS Audiology, a global hearing-health company, observed this urgent problem and tasked Yogesh Chavda, Head of US Market Insights, to find out why. The trigger for the research was a clear, practical question: what in the patient journey causes people to put off hearing help, and how can those delays be reduced? Empathizing with patients facing stigma, uncertainty and real-life impacts, WS Audiology engaged Gold Research to map the experience end-to-end and to surface actionable barriers. The work focused on two concrete deliverables:<ol><li data-list="ordered">Uncover the distinct journey stages patients follow from first signs of hearing loss to seeking help, and</li><li data-list="ordered">Identify the pain points at each stage that cause delays.</li></ol> The core challenge: identify the specific touchpoints and frictions in the patient journey that, if addressed, could materially shorten time to care for millions.

Quirks Award Finalist: Patient Journey Mapping and Research for WS Audiology

Immediate pain: Freudenberg Household Products (FHP) and their leading brand, O-Cedar, lacked an actionable map of the shopper "path to purchase" for mops &amp; brooms, preventing them from confidently leading customers and optimizing their go-to-market strategy. FHP and O-Cedar needed a clear, evidence-based understanding of the shopping journey to guide product and market strategy decisions. Under pressure to strengthen retailer relationships and win at shelf, they wanted to identify the exact decision points, inflection points, and purchase drivers that shape consumer choice in the brooms and mops category. This situation demanded focused market research (MRS) to reveal where shoppers decide, what influences their choices, and how the end-to-end journey could be optimized. The core question we set out to answer: how can FHP and O-Cedar map the shopper path-to-purchase for brooms and mops and translate those insights into a go-to-market vision that secures customer leadership and drives better product and merchandising decisions?

Path-to-Purchase Research: Helping FHP Obtain a Market Leadership Position by Understanding its Customers

Immediate pain:The National Association of Electrical Distributors (NAED) members had no published baseline for the product data journey—from manufacturer to customer—resulting in inconsistent practices that were harming efficiency and profitability. Erika TenEyck, Director of Business Intelligence Programs &amp; Insights, leading this initiative at NAED, needed to make a complex problem relatable and solvable: companies vary widely by type, size and maturity in how they develop, integrate, maintain and sunset product data, and many struggle to see where systems should sit in that flow. In short, members lacked a clear data journey map and reliable KPIs to prioritize fixes. Partnering with Gold Research was triggered by this urgent need to establish an industry benchmark. The stakes were tangible: without a formal baseline, NAED could not reliably identify low-hanging fruit, recommend process changes, or quantify opportunities to boost member profitability and operational efficiency. Core question: How can NAED define and publish a clear, actionable product data baseline that reveals immediate improvement opportunities and informs longer-term strategies for product data management?

Quirks Award Winner: B2B Customer Journey Mapping - How NAED Uncovered $2 - $4 Billion Annually For Its Members

Urgent pain point: Albuquerque International Sunport (ABQ) could not reliably capture fresh, real-time passenger feedback across multiple airport touchpoints—concessions, airport parking, and third-party transportation (especially Uber/Lyft)—creating a risk that any operational changes would miss what matters most to travelers. As the state’s primary commercial airport, ABQ needed a clear, timely picture of customer needs before implementing improvements and therefore engaged Gold Research. The core question: how can ABQ collect accurate, in-the-moment insights at varied flight times, concourses, concession areas, parking zones, and pick-up/drop-off locations so decisions to optimize concessions, parking, and third-party transportation are driven by real passenger experience—not assumptions?

Customer Journey Mapping and Research for Albuquerque International Sunport

Immediate pain point: The client lacked a repeatable, customer-driven way to map journeys—putting its commercial expansion at risk of developing offers that don’t meet customer needs. We understand the pressure: a large manufacturing and construction company was accelerating its commercial business expansion and needed clear, actionable customer insights. The trigger for this research was leadership’s request for a worked example—an evidence-backed customer experience map and a repeatable approach that could be extended to other vocations and market segments to fuel strategic growth. The work required credible market research and a practical method the organization could deploy broadly. In short: How do you research and map customer experiences so the findings directly shape new offer development and create a scalable, repeatable customer-journey framework the whole organization can adopt?

B2B Customer Journey Mapping for Manufacturing & Construction Company

Urgent pain: NortonLifeLock is a leader in the identity theft protection space. Its customers were encountering friction and negative emotions during onboarding — risking activation, satisfaction, and long‑term value. NortonLifeLock wanted to improve the experience customers had after purchase. The team needed to understand the end‑to‑end onboarding and customer journey from purchase to “steady state,” surface the key “moments that matter,” and pinpoint where friction and confusion occur. We empathized with product, CX, and marketing teams under pressure to represent a new brand while retaining and activating customers. The immediate trigger for research was the corporate evolution/rebrand and a strategic need to redesign onboarding so it supported both customers and the business. Core challenge: How can NortonLifeLock map the purchase‑to‑steady‑state customer journey, identify and resolve moments that matter and friction points, reduce negative customer emotions, and establish ways to measure and manage the onboarding experience?

Helping NortonLifeLock Understand its Online Customer Journeys

Urgent issue: Friction across digital and in‑restaurant touchpoints was preventing an international restaurant chain from deepening customer relationships and realising growth from digital initiatives. Under pressure to extend its leadership with customers, the client commissioned research to map customer journeys and answer a single, urgent question: where should they focus to improve experience and business outcomes?<ol><li data-list="ordered">Which specific moments that matter exist across the customer journey, and which matter most?</li><li data-list="ordered">Where do these moments occur—digital versus in‑restaurant—and what motivates or blocks digital use?</li><li data-list="ordered">Where are the friction points in the journey and how can they be resolved, addressed or minimised?</li><li data-list="ordered">Who in the industry is doing this well that the client could learn from?</li><li data-list="ordered">What is the business impact of delivering a friction‑free, digitally‑enabled journey and what untapped '10X' opportunities exist from small, targeted changes?</li></ol> In short: how can the chain identify, prioritise and remove friction across customer journeys to unlock measurable business impact?

Customer Journey Research and Mapping for a National Restaurant Chain

Urgent pain point: Carl Sweat, Hooter's new CMO, needed fresh, in‑the‑moment customer feedback from multiple markets over a single weekend so he could present board‑ready insights without relying on stale online surveys. Hooters was preparing to validate a new fast casual restaurant concept, Hoot’s Righteous Wings (HRW). As an industry veteran, Carl knew conventional online surveys wouldn’t capture the real‑time reactions he needed — impressions, specific likes and dislikes, visit frequency, and direct comparisons with competitors on key dimensions. The stakes were high: HRW required rapid, reliable in‑market intelligence to decide next steps for HRW and to support an imminent board presentation. The exact trigger for the research was the soft launch of HRW and the need to evaluate customer response across multiple nationwide markets in a very compressed timeframe. How could Carl rapidly collect authentic, in‑the‑moment customer feedback across several markets using in‑market MRS so the team could make evidence‑based decisions and deliver confidence to the board?

Testing New Concepts for Hooters

Immediate pain: Netspend needed to overhaul prepaid card packaging and messaging — but traditional packaging tests weren't revealing why consumers select one card over another. As a leading U.S. provider of prepaid card solutions, Netspend's Head of Research and Insights, Mr. Chris Ogilvie, faced an urgent, familiar problem: packaging and messaging decisions can make or break selection, yet standard approaches miss the deeper motivations. Mr. Ogilvie believed that instead of running only conventional packaging tests, the team had to understand real shopping journeys and how attitudes and values drive choice. To get actionable answers, Netspend hired Gold Research, a national customer journey mapping and research firm, to conduct market research and customer journey mapping that would uncover the true drivers of selection decisions. Central question: How can Netspend redesign packaging and messaging to reflect the attitudes and values that actually drive card selection in real shopping journeys — not just pass traditional packaging tests?

Marketing, Packaging, and Messaging Research for Netspend

Our clients are research leaders in large enterprises who are very successful like you, but sometimes face challenges such as:**Gaps in customer understanding**Poor customer experiences**Ineffective marketing**Slowing sales**Lagging innovationIf this connects with you, then reach out at 800-549-7170 or email nitin@goldresearchinc.com as we may be able to help you!We offer:1) Gold Customer Journey Mapping™ (B2B and B2C) - Customized journey maps that display your customers’ entire paths-to-purchase so you can make actionable decisions to impact buyers positively.2) Gold Marketing and Package Testing™ - Capture genuine customer behaviors and "real-time" reactions to your marketing and packaging online as well as in-person. Make business decisions based on what customers actually do and, when paired with biometrics, how they truly feel.3) Gold Intercepts™ - “In-The-Moment” insights and heat maps of shopper flow. Our 100,000+ local surveyors can survey on-site anywhere for customer intercepts, exit interviews, audits and mystery shops.4) Gold Research-Support™ - Bogged down by mundane research tasks? Swamped with developing large volumes of research reports? Outsource that to us so you can relax and focus on more critical tasks.Our client list includes some of the largest companies like Google, Amazon, Wal-Mart, Kroger, ConAgra, Michelin, Panera, and Abbott, just to name a few.

Bryter vs GOLD RESEARCH INC

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