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Market Measures is an agile research, insights & analytics consultancy that has deep expertise in retail, hospitality and FMCG.

We offer a consultancy service for research prices, with the single minded goal of Making Business Better for our clients.

Underpinning this, on every individual project, we commit to:

  • Maximising ROI from the research through senior level leadership at all times
  • Ensuring clarity by telling you what you need to know, not everything you could know
  • Being an extension of your team, and good to work with too

We combine traditional approaches with new techniques & technology to ensure that our clients make the best decisions and achieve commercial success.

We have developed unique proprietary solutions, such as "Voice of the Non-Customer" and "Vision Possible" which identify £multi-million sales opportunities.

In addition, our retained in-house operations enables us to provide total flexibility, speed and high value for money.

Catering/Hospitality, Drinks (Alcoholic), Drinks (Non-alcoholic), Durables/White goods, Education/Training, Fashion/Clothing, FMCG – General, Food, Gambling/Online Gaming, Home/Garden/DIY, Nutrition, Online, Pets/Petcare, Pharmaceutical, Retail, Sport/Leisure/Arts, Tobacco, Toiletries/Beauty Products
Advanced Statistical Techniques, Consultancy, Depth Interviews, Face-to-Face, Group Discussions/Focus Groups, Hall Tests, In-Home/Doorstep Interviews, In-Store Interviews, Online Communities, Online Surveys, Qualitative, Quantitative, Street/Mall Interviews, Tracking
Analytics, Behavioural Analysis, Behavioural Change, Brand/Branding, Competitive Intelligence, Concept Testing, Consumer, Customer Communities, Customer Loyalty, Customer Satisfaction, Data Analytics, International, Multi-Mode Fieldwork, New Product Development, Packaging/Design, Pricing, Product Testing, Usage & Attitude
Central Europe, China, Eastern Europe, Middle East, Northern/Western Europe, Russia, South America, UK, USA, Worldwide
Senior Contacts

Elaine Coppard (Research Director)
Rachel Cristofoli (Director)
Sally Gamblin (Director)
John Gurd (Director)
Tobin Sparrow (Research Director)

Breakdown of Personnel

Admin/Support staff: 10
Executive/Research staff: 10
Field interviewers: 700
Total Number of Employees: 11 to 20


Athenia House
10-14 Andover Road
SO23 7BS
Tel: +44 (0)2380 460910
Establishment date: 1986

Voice of the non-Customer

Maximising £ sales opportunity by quantifying the reasons customers leave a store without making a purchase.

Market Measures has developed “Voice of the Non-customer”, a research approach that fully understands the barriers and triggers to purchase. Moreover, a sales model precisely identifies the actionable £ sales opportunities for retailers to act upon to maximise non-customers’ conversion.

Our approach combines in-the-moment store interviews, behavioural economic techniques, observational analytics and catchment surveys to give a holistic view on opportunities to maximise sales among existing and potential customers.

Typical output from one of our surveys includes a precise set of reasons for non-conversion with an accompanying conversion model to prioritise action for maximising sales.  We also report on the emotional drivers of behaviour with the option of video observed behavioural data in-store.

Since introducing our "Voice of the Non-customer" philosophy and approach we have helped some of the most prominent retailers in Europe achieve immediate ROI via the specific and actionable initiatives identified in our research.

If you're interested in hearing more about how we can help your business achieve an immediate uplift in sales, please do get in touch.  You can contact me direct via email (, or by calling 02380 460910.

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The team at Market Measures consistently deliver for us, going the extra mile to understand our needs and present their findings in a way that connects with our business.  We’ve found their insight to be hugely informative in how we can improve our customer proposition and to be able to measure progress against our strategy over time.  They are a really important partner to us.

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