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Below is one of many market research case studies we've worked on.
Market Research Case Study

RESULT
RESEARCH
REQUIREMENT
Market Research Analysis & Reporting, Market Research Design & Strategy, Moderation, Project Management, Respondent Recruitment
TAGS:
A well-known UK-based fitted furniture brand approached us to conduct customer experience research through focus groups aimed at identifying improvements to their customer journey. The brand wanted to better understand how customers experienced the buying process and where improvements could be made to increase customer satisfaction and retention.
Using the client’s marketing database, we recruited 30 participants representing different stages of the customer journey. This included both current customers and abandoned customers - individuals who disengaged part-way through the buying process.
Three moderated focus groups were conducted, each lasting 90 minutes. The discussions generated rich qualitative customer insight research into customer expectations, experiences, and decision-making behaviours, providing clear direction on how the customer journey could be refined, particularly in improving process clarity while maintaining the personal experience valued by customers.
Findings were delivered to the client through a detailed executive report, alongside recordings of each focus group session.
Customer Focus Groups | Customer Experience Research
Improving The Customer Journey
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PROJECT DEEP-DIVE
This customer journey research study was designed to provide a clear and detailed understanding of how customers interact with the brand at each stage of the buying process. The research explored the full journey, from initial awareness and engagement through to purchase completion or abandonment.
By capturing real customer experiences, the study delivered valuable customer insight research into where friction occurs, what drives progression through the journey, and what ultimately causes disengagement. This enabled a more structured view of the customer experience and highlighted key opportunities for improvement.
1. Understanding the Customer Journey
A total of 30 participants were recruited from the client’s marketing database, ensuring direct relevance to the brand and its existing customer base. The sample included both current customers and abandoned customers, providing a balanced perspective across the full journey.
This approach strengthened the overall customer experience research, ensuring insights were grounded in real interactions rather than hypothetical behaviour. It also enabled direct comparison between those who completed their purchase and those who dropped out, generating deeper customer behaviour insights into the drivers of conversion and abandonment.
2. Targeted Customer Recruitment
Three structured focus groups were conducted, each consisting of ten participants and lasting 90 minutes. Sessions were fully moderated to ensure consistency while allowing for open and natural discussion.
This qualitative approach supported in-depth customer insight research, enabling participants to explore their experiences in detail, react to different stages of the journey, and build on each other’s perspectives. The group dynamic helped surface shared themes, as well as differences in expectations and experiences across participants.
3. Moderated Customer Focus Groups
The discussions generated rich customer behaviour insights into how customers think, feel, and act throughout the buying process. Participants shared their expectations of the brand, their experiences of the sales journey, and the factors that influenced their decisions.
This provided a deeper understanding of customer attitudes, including what builds confidence, what creates uncertainty, and how customers respond to different touch-points. It also highlighted the emotional and practical drivers behind both purchase completion and abandonment.
4. Exploring Customer Attitudes and Behaviours
The customer experience research identified clear opportunities to refine the customer journey, particularly around improving clarity, structure, and communication at key stages. At the same time, the findings reinforced the importance of maintaining the personal, guided experience that customers valued.
By combining these insights, the study provided a balanced view of how to enhance the journey without losing the elements that differentiate the brand.
5. Identifying Opportunities to Improve Customer Experience
The study delivered actionable customer satisfaction research insights, providing the client with a clear direction on where to focus improvements. The findings created a strong foundation for enhancing the overall customer experience, reducing drop-off, and increasing customer retention.
Grounded in real customer insight research, the output supports informed decision-making across the customer journey, ensuring future improvements are aligned with genuine customer needs and expectations.
6. Actionable Insights to Drive Customer Satisfaction
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Heathrow Express

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"When I phoned Matthew at MRFGR I was in a bit of a pickle. I needed to recruit 25 consultant paediatricians for telephone interviews (with minimal incentive) across 8 countries, two of which were non-English speaking. Oh, and I needed to have recruited and completed the interviews in 12 working days. Surprisingly, Matthew wasn't taken aback by this and set about the task with enthusiasm. Even against these challenging timescales, Matthew was able to deliver all 25 consultants - a phenomenal effort. I was extremely happy. And, more importantly, so was my client."
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NHS

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Richard
Vodafone

"Hi Stephen Both groups went very well - a key client attended the first and was very pleased. Very articulate groups, really impressed especially considering it was such a difficult recruit (recruiting Somalis). The hotel was great too, incidentally, a nice place to do groups. Many thanks for your hard work on this - hope you feel it was worthwhile!"
Luke
Sky

"MRFGR recruited four focus groups for our research across a variety of settings, including socio- economically deprived urban communities and very small rural communities. Despite the significant challenges these settings posed MRFGR ensured that all our focus groups were fully attended, and with a minimum of fuss. I would have no hesitation in recommending them for recruitment work."
Murray
Nottingham University

"It's always a pleasure to work with MRFGR. They are a great partner who consistently recruit high calibre respondents to take part in our research projects and workshops. Always professional and very reliable."
Susanne
Nescafe

"Our organisation, the Solicitors Regulation Authority, has used MRFGR to support our recruitment requirements for focus groups and public events and we have always found their service and achievements to be excellent. They have demonstrated a commitment to meet last-minute requirements in a calm and professional manner and we would not hesitate to recommend them."
Richard
Solicitors Regulation Authority

"I would like to take this opportunity to express our appreciation for the work that you recently carried out for us. Stephen Essex and MRFGR were recommended to me by a colleague. It was important for us to find a company who could understand and deliver our brief on a very tight schedule. Stephen demonstrated a level of knowledge and professionalism that gave us the assurance that this would be achieved. The result was a report that clearly met the objectives of our brief, was presented in a professional manner, which then enabled us to present the findings to our customer with confidence. We would not hesitate to recommend or use Stephen again."
Amy
Febreze

"The groups in Chipping Norton went really well thank you. We had a full turn out to both of them. I would just like to say that we have been very impressed with the number of participants you have managed to recruit to these groups, your regular updates on the recruitment progress, and your follow up contact. We have also had very positive feedback from the participants about their contact with you. We will definitely consider MRFGR in future when wishing to recruit participants to similar groups."
Rachael
Countrywide

"We have used MRFGR to recruit participants for multiple research projects with varied samples sizes and sometimes challenging recruitment criteria. They have a calm and professional manner, providing us with regular updates in the lead up to and on the day of research projects. Multiple touch points with participants approaching the study date ensures drop-out rates are extremely low with replacements usually being found very quickly if necessary. I look forward to working with MRFGR in the future."
Theo
e.on

"MRFGR is the first external company we have used for sourcing focus group attendees. Although we have organised many groups previously I would definitely use MRFGR again. The costs were reasonable and the attendees we have received have been exactly the right target groups. The level of communication has been satisfactory too with regular updates leading up to each focus group. Matthew has managed all of the groups we have requested and there has been no issues. I would recommend trying MRFGR."
Doug
Confidential Client
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