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Vector Consumer Innovation

Understanding markets and social consumers

Our projects usually have two common themes:

  • They provided findings which are deeper - and in some instances different to – the outputs from conventional approaches
  • They are based upon gaining a deeper understanding of the demand for services – by actually engaging much more fully with people in order to understand their behaviour and motivations.

The Vector portfolio includes the facing innovative approaches in researching consumers and citizens >

These projects provide a “warts-and-all” detailed understanding of consumer or public demand for products/services. Fortunately we have won the support of a core of clients who seek truly objective and actionable findings to meet the challenges of social change in the UK.

If you want to join this group, contact us


Vector Research has pioneered the use of segmentation in social markets. A sophisticated segmentation of black and minority ethnic communities was undertaken for a large local authority – which built upon the work of Scottish agency Scott Porter. The model which was developed implied that intervention purely by ethnic group may well be an inefficient use of resources – and has since been applied to the learning and skills arena.

Indeed segmentation is the key to future growth in public and social sector markets. In one  instance collage formed a highly effective basis for a segmentation of the demand for Higher Education conducted by a Midlands university. The clear evidence of drivers of demand and other social and ethnic factors enabled a model to be developed which will be tested via robust quantitative analysis using multi-variate techniques.

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