Frequently asked questions about market research and feasibility

DataD specialises in:

• market research;
• feasibility studies;
• needs analysis;
• public opinion surveys;
• housing needs analysis;
• customer satisfaction surveys;
• brand and image research;
• brand tracking;
• target group segmentation;
• market potential and location research;
• marketing and market strategy;
• data analysis and data validation.

We do not just collect data. We translate the research findings into concrete recommendations for policy, investment and strategy.

DataD works for public, semi-public and private organisations, such as:

• cities and local authorities;
• provinces and regional authorities;
• Flemish and federal government organisations;
• inter-municipal associations;
• knowledge institutions;
• business organisations;
• sector federations;
• trade associations;
• companies and SMEs;
• retailers and manufacturers;
• project developers;
• tourism and leisure organisations.

Each research method is tailored to the target group and the analysis required by the client

DataD has offices in Bruges and Genk.

We carry out research in Flanders, Brussels and Wallonia. You can also come to us for national studies in Belgium and projects or market research in the Netherlands.

When conducting cross-border research, we take into account differences in language, regulations, market structure and consumer behaviour.

DataD and CityD are both part of the CityD-WES Group.

• DataD focuses on market research, feasibility studies, brand trackers, data analysis and market strategy.
• CityD focuses on local and regional dynamics, policy visions, the spatial economy and implementation (city centre management, city marketing).

By combining these two areas of expertise, research findings can be directly translated into policy, a spatial vision and a workable action plan.

DataD combines:

• independent research;
• knowledge of the Belgian market;
• experience of working with public authorities and businesses;
• qualitative and quantitative research;
• data analysis and statistical expertise;
• clear reporting;
• action-oriented recommendations.

We start with the research question, not with a pre-selected method.

Market research is useful when a government, company or organisation needs to make important decisions but lacks sufficient objective information.

This is the case, for example, with:

• a new policy plan;
• an investment;
• a new branch;
• a product launch;
• a new service;
• a repositioning;
• falling customer satisfaction;
• changing consumer behaviour;
• entry into a new market;
• doubts about an existing strategy.

Research reduces uncertainty. It does not entirely replace gut instinct, but it does provide a reliable and objective basis.

DataD carries out both consumer research and business-to-business research.

Possible types of research include:

• needs analysis;
• motivation research;
• customer satisfaction surveys;
• brand awareness research;
• positioning and image research;
• price and willingness-to-pay research;
• competitor research;
• employer branding research;
• public opinion polls;
• market potential research;
• commercial due diligence;
• concept and product research.

We can carry out one-off surveys or monitor trends through recurring research.

Qualitative research highlights motivations, experiences and underlying reasons. To do this, we use methods such as interviews and focus groups.

Quantitative research measures how often certain opinions, behaviours or characteristics occur. To do this, we use methods including surveys and data sets.

Both methods can be combined. Qualitative research then explains why something happens, whilst quantitative research shows how widespread it is.

That depends on:

• the research question;
• the target group;
• the desired level of accuracy;
• the contact details available;
• the available budget;
• the timing;
• how the results will be used.

DataD proposes a methodology that provides sufficiently reliable answers without making the research unnecessarily complex.

Yes. We first compile an inventory of the data and studies that are already available.

These may include internal databases, previous surveys, administrative data, open data or sector studies. We assess the relevance and usability of that information.

We only collect additional data where necessary. This helps us avoid duplication of effort.

Yes. A good research design starts with a clear decision-making or policy question.

We help to translate broad questions into measurable research questions. We then determine what information is required and which method is best suited to this.

Yes. We develop questionnaires tailored to the target group and the research objective.

In doing so, we ensure:

• clear and neutral wording;
• a logical sequence;
• a reasonable completion time;
• balanced response scales;
• routing and filters;
• measurability of the results;
• comparability with previous measurements.

Where necessary, we test the questionnaire in advance. The questionnaire is only launched once the client has given their approval.

Quality does not depend solely on the number of respondents.

The following factors are also important:

• the composition of the sample;
• the method used to select participants;
• the accessibility of the target group;
• the response rate;
• potential bias;
• the desired findings for each target group or region.

DataD determines the sample based on the research objective. Respondents are always representative of the target group for the topic under investigation. We report transparently on reliability and limitations.

No. A larger sample size generally reduces the margin of statistical error, but does not guarantee representativeness.

A smaller, correctly selected group of respondents may be more valuable than a large sample with significant bias. Above all, the sample chosen must be appropriate for the decisions to be made on the basis of the research.

Yes. We look for the most suitable combination of outreach and research methods.

This can be achieved, for example, through:

• targeted sampling;
• collaboration with local organisations;
• telephone or face-to-face interviews;
• online and written surveys;
• focus groups;
• on-site research;
• multi-channel communication.

We always specify which groups were reached to a sufficient extent and which were reached to a lesser extent.

Yes. Through a public consultation, we identify what residents consider important and how they perceive the local authority or its services.

Possible topics include:

• municipal services;
• the local economy;
• mobility;
• public spaces;
• housing;
• sustainability;
• leisure;
• safety;
• communication;
• priorities for the future.

The results provide a sound basis for policy plans and investments.

Click here for an example.

Not entirely.

A public consultation gathers opinions and experiences from a broad group of residents in a structured manner. Citizen participation can also take the form of workshops, round-table discussions, co-creation or opportunities for public consultation.

Both can be combined. The consultation highlights the broader trends. Participation helps to develop solutions further.

Yes. The sample and reporting can be organised geographically.

We can compare results between:

• neighbourhoods;
• sub-municipalities;
• the city centre and the outskirts;
• municipalities within a region;
• provinces;
• Flanders, Brussels and Wallonia.

Yes. DataD translates research findings into policy-relevant conclusions.

We clarify:

• which needs are most important;
• which groups think or act differently;
• where there is support;
• which bottlenecks require priority attention;
• which measures are likely to be successful;
• what additional information is still required.

In collaboration with CityD, the results can be further translated into a policy vision and action plan.

Yes. To this end, we establish clear indicators and a baseline measurement in advance.

Once the policy has been implemented, a follow-up assessment can determine what has changed. This enables public authorities to assess whether objectives are being met and where adjustments are needed.

Yes. We analyse both open data sources and data provided by the client.

Possible sources include:

• demographic data;
• economic statistics;
• visitor and transaction data;
• CRM data;
• GIS and location data;
• sales data;
• administrative records;
• previous research datasets.

We first assess the completeness, quality and comparability of the data.

Yes. Data validation checks whether data is complete, logical and consistent.

Among other things, we look for:

• missing values;
• impossible combinations;
• duplicate entries;
• outliers;
• gaps in time series;
• discrepancies between data sources.

The validated data can then be analysed and reported on.

Yes. DataD can act as a research agency, methodological partner or subject-matter expert.

Possible areas of collaboration include:

• surveys of entrepreneurs;
• sector research;
• evaluation of support measures;
• needs assessments;
• market and trend analyses;
• research involving local authorities;
• monitoring;
• development of indicators;
• practical policy recommendations;
• presentations and knowledge sharing.

The methodology is tailored to the programme’s objectives and target groups.

Yes. We measure not only overall satisfaction, but also which factors influence satisfaction and loyalty.

Possible areas include:

• overall satisfaction;
• willingness to recommend;
• quality of products or services;
• service delivery;
• communication;
• value for money;
• priorities for improvement;
• customer loyalty;
• differences between customer groups.

The results are translated into an action-oriented priority matrix.

A brand tracker monitors a brand’s performance over time.

Possible indicators include:

• unprompted brand awareness;
• aided brand awareness;
• consideration;
• preference;
• usage;
• brand image;
• brand associations;
• willingness to recommend;
• position relative to competitors.

By measuring the same indicators at fixed intervals, it becomes clear whether marketing and communication efforts are having an effect.

Yes. Segmentation divides customers, residents or consumers into groups with similar needs, motivations or behaviours.

DataD uses content-based and statistical analyses for this purpose. The segments are described in recognisable profiles and linked to specific recommendations.

This enables an organisation to better tailor its policies, communications, products or services.

Yes. We investigate what price the target audience considers acceptable and at what point people drop out or switch to an alternative.

Price can be analysed in relation to:

• quality;
• product features;
• competitors;
• frequency of use;
• target audience;
• perceived value.

This supports a well-founded pricing strategy.

Yes. In business-to-business research, we take into account smaller target groups, a variety of decision-makers and more complex purchasing processes.

Potential participants include:

• business leaders;
• purchasers;
• distributors;
• professionals;
• industry organisations;
• business customers;
• suppliers and partners.

We use methods such as interviews, targeted surveys and analysis of market and company data.

Yes. We investigate how current and potential employees perceive an organisation as an employer.

Possible themes include:

• working atmosphere;
• remuneration;
• development opportunities;
• leadership;
• flexibility;
• sustainability;
• reputation;
• career progression opportunities;
• reasons for staying or leaving.

The results help to develop a credible employer value proposition.

Yes. Through commercial due diligence, we assess a company’s market position and commercial health.

For example, we analyse:

• customer satisfaction;
• customer loyalty;
• customer and product portfolio;
• brand awareness;
• image;
• competition;
• pricing strategy;
• market potential;
• commercial risks.

This complements financial and legal due diligence.

A feasibility study is recommended for:

• a new branch;
• an investment project;
• a product launch;
• a new service;
• expansion into another market;
• a property development;
• an acquisition;
• a tourism or leisure project;
• a policy decision with economic implications.

The study identifies opportunities, risks and preconditions before significant resources are committed.

A feasibility study can answer questions such as:

• Is there sufficient demand?
• Who is the target audience?
• How big is the market potential?
• Who are the competitors?
• What are customers willing to pay?
• Which location is most suitable?
• Which offering or programme is best suited to the market?
• What risks could affect the project?

The exact research design depends on the project.

Yes. We combine data on demand, supply, competition and accessibility.

Possible variables include:

• population size;
• households;
• income and purchasing power;
• age structure;
• journey time and distance;
• competitive offering;
• catchment area;
• consumer preferences;
• expected expenditure.

The result is a well-founded assessment of market and turnover potential.

Yes. A site selection study compares potential locations based on pre-defined criteria.

This can result in:

• a site score;
• an overview of strengths and weaknesses;
• an assessment of the catchment area;
• a competitive analysis;
• a blind spot plan;
• a well-founded preferred location.

Yes. We carry out market studies, planning research and housing needs assessments.

In doing so, we examine, amongst other things:

• demographic trends;
• housing needs;
• existing and planned supply;
• property prices;
• preferred types of housing;
• pricing;
• sales or letting rates;
• market and financial viability;
• residual land value.

The results inform the construction programme and investment decisions.

Not necessarily.

Sometimes a project is feasible under certain conditions. For example, the research may show that the scale, location, price, phasing or target audience needs to be adjusted.

DataD clarifies which conditions are necessary to increase the chances of success.

The Consumeter is DataD’s regular consumer survey.

Every quarter, around 1,500 Belgians are surveyed about their opinions, expectations and behaviour. Organisations can have their own questions included, enabling them to gather consumer insights quickly without having to set up a separate, comprehensive survey.

The Consumeter is suitable for questions relating to:

• consumer behaviour;
• purchase intentions;
• attitudes and opinions;
• brand awareness;
• product interest;
• tourist behaviour;
• social issues;
• price perception;
• trends over time.

For very specific or local target groups, a separate survey may be more appropriate.

Yes. A question can be included once or at various measurement points.

When repeated, this creates a barometer that reveals changes in behaviour, opinion or awareness.

Yes. Public authorities can use the Consumeter for policy analysis, trend monitoring and research into the opinions or behaviour of the Belgian population.

The results can be broken down according to relevant demographic characteristics, insofar as the sample size permits this statistically.

We link the research findings to the organisation’s objectives and opportunities.

This leads to decisions regarding:

• target groups;
• positioning;
• value proposition;
• products and services;
• pricing;
• distribution;
• communication;
• market development;
• customer experience.

The strategy is developed as a practical guide with concrete recommendations.

DataD is not a traditional communications or advertising agency.

We use research to determine which target audiences, messages and channels are relevant. For the creative development and campaign management, we can work in partnership with the client’s communications agency.

Yes. We investigate how customers, employees and other stakeholders perceive the organisation today.

We then determine: This leads to a well-founded positioning strategy.

• the position the brand currently occupies;
• where it can differentiate itself;
• which target groups are a priority;
• which brand values are credible;
• the extent of the gap between identity and image.

This leads to recommendations for a well-founded positioning strategy.

Depending on the brief, you will receive:

• a research design;
• a questionnaire or interview guide;
• a data file;
• a tabular report;
• a research report;
• dashboards or visualisations;
• target group or segment profiles;
• conclusions;
• strategic recommendations;
• a presentation for staff or the board.

The format will be tailored to the people who will be working with the results.

That depends on the research question and the method.

A limited analysis or a query via the Consumeter can be carried out relatively quickly. A population survey, feasibility study or combined research programme usually takes several weeks or months.

At the outset, we set out the timetable and the schedule for presenting interim results.

The cost depends on:

• the research method;
• the size of the target group;
• the desired sample;
• the number of questions;
• the fieldwork method;
• the analyses;
• the reporting;
• the timing.

DataD draws up a transparent quotation setting out the methodology, phasing, results and cost.

Yes. A phased approach can spread the investment and allow for decisions to be made along the way.

For example, we can start with desk research and interviews. We will then decide whether a wider survey, market analysis or further analysis is required.

Yes. DataD carries out projects for local, Flemish, Brussels, Walloon and federal authorities.

We can tender independently or form part of a multidisciplinary team. The methodology, quality control, timing and reporting are tailored to the tender specifications.

Research data and results are treated as confidential.

Personal data is processed solely for the agreed research purpose. We set out arrangements in advance regarding access, retention periods, reporting and reuse.

Where necessary, results are anonymised or reported at an aggregated level.

A collaboration begins with an exploratory meeting.

We discuss:

• the decision you wish to make;
• the information already available;
• the target audience;
• the required level of accuracy;
• the timeline;
• the available budget;
• the required reporting format.

You will then receive a proposal setting out a bespoke research methodology.