Customer research agency, CARD Group Research & Insight, recently completed a knowledge transfer partnership with Queen’s University Belfast.
The knowledge transfer partnership was set up to develop a new customer research system incorporating advanced methodologies.
Albert met with the Head of KTP, Lorraine Marks to explore how a KTP might work for his business.
“Lorraine put me in touch with Dr Lisa McFetridge from the School of Maths and Physics whose work involved statistics. That meeting was just fantastic! Lisa just seemed to already know how she could help me develop what I wanted. She completely got it. So much of a KTP project success is down to the academic partner you are put in touch with – and that is where the skill of the KTP Office comes in by making the right introduction for you.”
Our new system is scientifically backed and our clients have experienced how it delivers highly accurate consumer insights. The questions asked now are not only rational questions, as is usual in market research, but our new model allows us to access deeper perceptions than rational responses and behaviours to give additional sub-conscious responses that can be understood and prioritised.”
The customer research agency project ended in March 2022. CARD Group Research & Insight remains in regular contact with Dr Lisa McFetridge: the company is hosting two Masters’ student placements and is about to host a Doctoral student, all of whom are under Lisa’s supervision.
Commenting on the KTP experience and what advice he might offer to other businesses considering the programme, Albert says:
“Our new market research system exists as the result of our partnership with Queen’s. Lisa supported the Associate in his work, sharing her expertise, and Aedan embedded the specialist modelling knowledge in our systems. Our new product allows us to make ourselves distinct from other market research companies in our industry. We can now bring something new and individual to clients. It is definitely helping us to grow our customer base.
The test of the value of something is whether you would do it again. And absolutely I would work on another KTP project, without a shadow of a doubt.”