In a competitive market, knowledge of customers, their needs, values, attitudes and behaviours are a necessity. What we call customer analysis includes both the description of the customer and the customer’s assessment of the company. Market Insight has extensive experience in working with customer surveys and customer analysis in both areas, both strategically and operationally. The goal is for customer surveys and analysis to lead to insights that are actionable and quantifiable over time. We can help you whether you need target group descriptions, segmentations, relationship-wide customer surveys or an ongoing customer satisfaction survey with a focus on several important touch points.

Target group analysis

The target group analysis should identify a group of people who have a need or problem that you can solve with your product or service. The analysis results in a target group definition that is used as a basis for designing marketing measures and product development.


Segmentations are used to identify individuals who in different respects are similar to each other, have similar needs and can therefore be gathered in groups that can be processed in a similar way. Through a well-executed segmentation, you can offer relevant products and services to the right segment in the right place in each channel.

Customer profile

Sometimes you need to supplement your existing customer data. This may include information such as demographics, interests, values and attitudes. In other words, information that is useful if you want to fine tune advertising campaigns or develop products to increase customer loyalty.

Customer attitude survey

The customer attitude survey is based on a traditional Customer Satisfaction Study but is more in-depth. The company’s most important contact areas with customers are measured, both in terms of importance and assessment. We measure attitudes and future requirements, what do customers think the company needs to perform to stay relevant in the future? Comparisons are often made with the company’s closest competitors.

Customer satisfaction (CSAT)

The goal is to understand the connections between customer satisfaction and loyalty. The results of a number of key questions are compiled in a customer satisfaction index, which is followed over time. Surveys are suitable when there is a relationship between customer and company that includes many contact areas. A driving force analysis such as this is normally included when we measure which forms of customer interaction have the greatest impact on satisfaction.

Customer Effort Score (CES)

The Customer Effort Score shows how strenuous it was for the customer to have their needs met or the matter resolved. If your company has made it easy for the customer to interact, you will receive a high score. This score is well-suited for measuring services and should be supplemented with questions that may explain a low score.

Net Promoter Score (NPS)

NPS is based on the question: “How likely is it that you would recommend this [brand] to a friend or colleague?”. NPS is a common method for measuring customer loyalty, mainly because it is easy to use. The suitability of the method depends on the product and the type of interaction that occurs between the company and the customer.