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TTi Global Research is a full service research agency providing insightful feedback about customers, stakeholders, channel partners, service providers and employees.

We apply our research expertise through a commercially experienced team. Understanding business challenges, developing appropriate research solutions, managing quality focussed programmes, providing insightful reporting and adding value, through visually inspiring and action orientated, easy to understand reports or through our OneHub online reporting solution.

Our team have effective experience carrying out research assignments in the energy, utilities, automotive, manufacturing, recruitment, consulting and associated business service services sectors.

Our core research solutions include:

  • Customer satisfaction research and loyalty measurement
  • Channel partner and stakeholder research
  • Supplier satisfaction research
  • Employee engagement and satisfaction research
  • Mystery customer research and audits
  • Call centre performance monitoring
  • Learning and development assessment research
  • Recruitment effectiveness research
  • Stakeholder research
  • Sector benchmarking
  • Customer satisfaction, effort, loyalty and recommendation benchmarks
  • Employee engagement and satisfaction benchmarks
  • Verbatim comments analysis
Automotive, Education/Training, Energy, Engineering, Finance/Investment – Business, Industrial, Information Technology, Insurance, Office Equipment, Online, Property/Construction/Housing, Public Services/Utilities, Retail
Benchmark Studies, CATI, Coding/Data Entry, Consultancy, Continuous, Depth Interviews, Executive/Industrial Interviews, Foreign Languages, Internet Research/CAWI, Mobile Web Surveys, Multivariate Stats and Modelling, Online Focus Group Hosting, Online Results and Data Portals, Online Surveys, Postal Research, Qualitative, Quantitative, Questionnaire Design, Syndicated Surveys, Tabulation & Analysis, Telephone Interviewing, Tracking
Brand/Branding, Business-to-Business, Competitive Intelligence, Consumer, Customer Loyalty, Customer Satisfaction, Data Analytics, Employee Research, International, Multi-Mode Fieldwork
Affluent, Digital Consumers, Hard-to-Reach, High Net Worth, Mature/Midlife, Victims of crime
Africa, Central America, Central Asia, Central Europe, China, Eastern Europe, India/Pakistan, Japan, Middle East, Northern/Western Europe, Scandinavia, South America, UK, USA, Worldwide
Senior Contacts

Glyn Luckett (Commercial Director)
Lucy Robertson (Research Director)

Breakdown of Personnel

Admin/Support staff: 2
Executive/Research staff: 20
Non-research: 2
Data processing: 4
Spec writers: 3
Telephone interviewers: 30
Telephone managers/supervisors: 3
Total Number of Employees: 51 to 100


The Connection
5G Langley Business Centre
Station Road
Tel: +44 (0)1753 214000
Fax: +44 (0)1753 582668
Establishment date: 1932

International Address

TTi Global Research A Division of GP Strategies Lt
5G Langley Business Centre
Station Road
Tel: 01753 214000

Overwhelmed by Customer Survey Comments? Make Sense of it all with Sentiment Analysis.

A common question for researchers and businesses undertaking customer, employee and other stakeholder satisfaction surveys is: What do we do with all these comments?

Open ended survey questions grant the respondent free reign to state detailed opinions freely in order to inspire detail and meaningful answers. These are hugely valuable and enable people to express how they feel about an organisation, service, or issue in their own words. Answers have huge potential to reveal problems, pointers and potential solutions about what needs to change in order for businesses to move forward, while also highlighting key customer issues and solutions that organisations may not have previously considered.

Sounds great! However, when we consider these responses in comparison to simple ‘tick a box’ responses yielded by asking close-ended survey questions, they are far more difficult to quantify and analyse due to the variety of formats they can manifest in – often ranging from short, snappy answers to long-form comments with detailed examples.

At TTi, a crucial element of our core research process is ensuring our clients are making full use of the detail provided by the use of such open-ended responses alongside the hard data findings. The result of this is organisations see the full benefit of the highest quality output and are able to form detailed and focussed action plans.

Advanced Survey Comments & Feedback Analysis.

When analysing detailed, open-ended responses, TTi Research applies a series of intelligent analysis techniques – including natural language processing. This enables us to take large volumes of language information and translate it into clear, digestible, data-led summaries, providing clients with a quantifiable picture of respondents’ true ‘sentiment’ about a wide range of themes and subjects.

In order to accurately determine whether a writer’s attitude towards a service, product, or process is positive, negative, or neutral, it is essential to be able to accurately identify and categorise the subjective opinions expressed.

TTi Research does this in 3 key stages:

o   Breaking down and categorising comments into core subject areas

o   Analysing comments to understand the sentiment behind each one

o   Categorising comments and applying frequency counts to gauge the volume of comments by each topic area.

Only once we are able to identify and understand these core themes, are we able to single out the key issues an organisation needs to prioritise, and the actions needed to address them.

See our sentiment analysis in action with YVOS (Your Voice Opinion Survey) 

Benefits of TTi’s Sentiment Analysis Platform

o   Flexible Business Research Solution – Our sentiment analysis scores can be applied to verbatim comments and feedback across all areas of B2C and B2B business environments. By determining whether comments are positive, negative or neutral, we can determine all manner of reactions to a brand. From gleaning insight such as how customers feel about the effectiveness of customer support teams, to using it as a measurement to gauge overall opinion on a company’s products or services. It can also identify customers’ reaction to new products and marketing campaigns, as well as harness employees’ opinion of their working environment to isolate factors that drive (and dampen) employee engagement.   

o   Identifying and Solving Customer and Stakeholder Pain Points – By comparing sentiment analysis scores across different customer segments, companies can easily identify and resolve common pain points and frustrations in their customer and other stakeholders’ journeys. It also allows comparison of customer satisfaction between different product lines and services, highlighting where improvements are needed to reduce customer grievances and raise satisfaction.   

o   Increasing Market Share – Using sentiment analysis to consistently monitor attitudes and opinions about their products, services, and areas such as customer support effectiveness, brands can identify shifts in opinions and adapt to meet the changing needs of their audience, helping retain and attract new customers.   

o   Competitive Advantage – Sentiment analysis is an effective tool for measuring competitors’ performance, uncovering what rival businesses do well and not so well, enabling a business to distinguish itself from competitors, whether on price, product/service offering, or customer service, to become a favourite provider.

TTi Global Research has been applying sentiment analysis to effectively read audience attitudes for almost thirty years. We help companies of all sizes and sectors harness the customer, employee and stakeholder insight they need make informed strategic decisions, helping them improve and grow. 



“We undertake regular call monitoring and have found the call quality to be of a very high standard, with polite and friendly CATI staff who follow the script exactly and express empathy when dealing with our customers”


“Since starting work with TTI we have commissioned them to undertake additional projects outside of our main contract, including fulfilling postal surveys on our behalf and completing ad hoc telephone surveys. All of this has been completed to the same high standard and have been priced very competitively. I have no hesitation in recommending the team at TTi Global to undertake market research”




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