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Watermelon are Customer Experience, Insight and Fieldwork specialists. We connect 100’s of global clients with their customers using dynamic platforms and surveys to help them create smarter, customer-centric businesses. We offer a flexible approach making it easy to build programmes that suit your business.

Our consultants deliver large-scale multi-mode studies start to finish. Fully trained in quantitative and qualitative research methods and web development, the team deliver accurate, innovative, insightful outcomes for every study – with fast turn-around times.

Our key offerings include:

Watermelon CX – Real time Voice of the Customer programmes built around your customer

Watermelon Insight - Design and delivery of analysis that adds value and drives commercial impact.

Watermelon Research – Smart, innovative and pragmatic field and tab solutions across all methodologies

Watermelon Data Services – Sentiment analysis, coding, transcription and data entry using both automated and manual approaches

We are a team of over 100 professionals who are fun, dynamic and above all passionate about research and technology.


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Energy, Finance/Investment – Business, Finance/Investment – Personal, FMCG – General, Healthcare, Insurance, Property/Construction/Housing, Retail, Telecommunications, Travel/Tourism
Benchmark Studies, CAPI, CATI, Coding/Data Entry, Consultancy, Depth Interviews, Diary Studies, Face-to-Face, Group Discussions/Focus Groups, Hall Tests, In-Home/Doorstep Interviews, In-Store Interviews, Internet Research/CAWI, mCAPI, Mobile Web Surveys, Mystery Shopping, Online Results and Data Portals, Online Surveys, Panels, Postal Research, Qualitative, Quantitative, Questionnaire Design, Recruiting, SMS, Tabulation & Analysis, Telephone Interviewing, Tracking, Transcription
Brand/Branding, Business-to-Business, Concept Testing, Consumer, Customer Communities, Customer Loyalty, Customer Satisfaction, Data Analytics, Employee Research, International, Media Monitoring, Multi-Mode Fieldwork, Online Panels, Opinion Polling, Social Media
UK, Worldwide
Senior Contacts

Mark Squires (Chief Executive Officer)

Breakdown of Personnel

Executive/Research staff: 85
Non-research: 15
Total Number of Employees: 51 to 100

Address

Greencoat House
Francis Street
Westminster
London
SW1P 1DH
Tel: +44 (0)20 7861 2080
Fax: +44 (0)20 7861 3081
Email: info@watermelonresearch.com
Establishment date: 2012

International Address

Watermelon Research
Suite 602, 6th Floor,
66 Wentworth Avenue
Surrey Hills
Sydney
NSW 2010
Tel: +61 (0) 2 8284 7209
Email: info-syd@watermelonresearch.com
Website: www.watermelonresearch.com

The Increasing Role Of Social Media In Market Research
Many companies turn to social media as a powerful tool to gather customer insight. The reach of social media and the speed at which feedback can be collected means that any brand that does not incorporate social media into their customer feedback programme is missing out on valuable insight.

Real-Time Aspects

Social media is quick and accessible 24/7. Whether the post is a picture of a customer’s favourite drink or a negative response to a cancelled train, social media provides a platform for quick customer feedback to be gathered by the brand’s market research teams. A problem can be quickly dealt with, if an efficient social media team are on hand to handle any negative feedback and offer solutions as soon as possible. 

Low Cost

One of the key benefits of social media is that it provide brands with a free space to engage with their customers. In comparison to other research methods, such as focus groups and interviews, it is a much cheaper and accessible way to gather feedback although it’s worth bearing in mind that social media is unlikely to deliver the same depth and quality of data. Research data sourced from social media is often most useful when used alongside more traditional methods, as a complementary approach or as additional evidence. It could also be used for deeper dives where something is worthy of further investigation.

Broaden the Scope

Social media’s popularity is still increasing across virtually every market demographic. This makes it possible to conduct market research with an audience that is far larger than other sources. Facebook, for example, has by far the largest user base with over 30 million people (around half of the UK population) actively using the site – and it is most favoured by 23-37 year olds. That’s not to say that some of the older generation aren’t engaged, with just less than 60 of 52-71 year olds being active users (Avocado Social, 2018).

The Future?

Social media is here to stay - active social media users make up 3.2 billion, or 42% of the population (Forbes, 2018). But what changes will we see in the future of its role in the market research space? 

We expect to see Twitter, Facebook and Instagram still playing a prevalent role, with Chat Bots also moving to the centre stage. Chatbots have the potential to put the conversational element back into the survey taking process - advances in artificial intelligence (AI) and natural language processing (NLP) have enabled chatbots to make it difficult for people to distinguish if they are having a conversation with a bot or a human. Messenger type chats between bots/human and bots have the potential to be a much more ‘enjoyable’ experience for the respondent due to the ease and intuitive nature of this new methodology, compared to more traditional survey methods. This opens up an exciting opportunity for new approaches in the industry, providing researchers and consultants with another tool in the toolbox. 
Source: Watermelon Research

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