Market Research

Market research - Customer Experience


VVA Market Research is the market research institute operating within Valdani Vicari & Associati (VVA) since 1999.

Based on its methodological specialization, it proposes ad hoc market research, tailored to the real strategic and operational needs of customer companies, by offering customized solutions immediately integrated into the customer’s decision-making processes.

It relies on the support of professionals who have developed a thorough knowledge of the main industries, also thanks to decades-long experience built up working for the main national and international players.

VVA Market Research possesses a customer-centered culture attributing key importance to the experience that the customer can have in every moment of its relation with the company, its products and services.

VVA Market Research built up and refined its market research expertise based on such pre-requisite and with this outlook.

VVA Market Research is an ASSIRM and ESOMAR member. Specifically, VVA Market Research offers the following services:


VVA Market Research gained an extensive experience in copy test and communication analysis by operating for the top mass consumption companies and by cooperating with the most important advertising companies. One of the main methodological tools it uses is the Pre test Insight to select and validate the different creative ideas by means of extended-projective groups, in-depth individual interviews, eye tracking, biofeedback and creative workshops. VVA Market Research uses the Post Tests Ad Hoc for the following phase, they make it possible to appraise how efficacious a communication is in terms of recall, impact, memorability, comprehension, liking level and involvement. Such methodological tools are implemented by means of phone interviews (C.A.T.I) and online interviews (C.A.W.I).


VVA Market Research developed a Customer Experience analysis integrated model: the Touch Point Audit and the Customer Satisfaction which consider all brand touch points, occasions and places where consumers come into contact with the brand: traditional media, word-of-mouth, Internet, activity in the point of sale, events, promotions, sponsorships.
Mapping and classifying all touch points inside and outside the company are carried out by means of integrated methodological approaches: in-depth qualitative interviews, ethnic-anthropological observation, in store interviews or participant visits with experience diaries and photo-reportages, quantitative phone (C.A.T.I) or web (C.A.W.I.) surveys.
The methodological tools used help establishing KPIs strictly connected to a brand strategic objectives: Customer Experience, Net Promoter Score, and Intention to buy.


VVA Market Research created a research methodology, called Shopper & Retail Strategy, aiming to enhance the shopping experience and to understand the supply system areas of potentials and optimization in terms of layout, assortment, atmosphere/mood of stores and service quality. One the objectives of this methodology is to identify the profile of those going to the POS and their expectations, the POS “liveability” level, to assess the in store touch points generating a satisfying purchasing experience, or those generating obstacles to purchase or customer stress, the reasons that cause some customers to abandon the POS.

It is an integrated methodology, based on the synergic action of quantitative survey tools combined with a qualitative in-depth study carried out through three survey steps such as interviews and observation in the POS, added with photo-reportages, in-depth survey with consumers and listening to the trade.


A direct and objective research method recreating the situation a customer usually experiences and highlighting the discrepancies between what really happens and the ideal processes for the company and the customer himself.

It consists of purchase simulations performed by "professional customers" in points of sale/places where services are offered and, more in general, in all places where consumers can be met. The approach VVA Market Research proposes is a qualitative-quantitative one, carried out by “in-depth” observing of the dynamics characterizing what happens in the sales points/places where services are provided, recording the information using a structured survey card, that makes it possible to calculate the point of sale performance in absolute terms and with respect to competitors and, finally, the possibility to use the video-mystery technique.


VVA Market Research devises, designs and develops every brand experience-based research project as a brand strategic analysis lab, from which operation tools can be derived. The Brand Equity approach identifies the Brand “personality structure”, its value system, its emotional connotation, its product benefits, its price positioning, the experience-eliciting places for consumers.
Such approach implies creating a dashboard of KPIs which are assessed in absolute terms and in comparison with other competitors’ brand indexes by means of the Competitive Analysis.
The brand equity systemic assessment is made by using qualitative and quantitative methodologies, including a proprietary approach called Brand Radar.


VVA Market Research has developed the Cross-process analysis, which is a particularly useful research method to see the potential of each element of the product mix (concept, packaging, name, product) in order to understand the actual strengths and weaknesses of an innovation process. The methodological framework can be used for both qualitative and quantitative samples and it proposes a parallel and cross path. The target is divided into two sub-samples, a bottom-up methodology (from product to concept) is used for one half sample, whereas a top-down methodology (from concept to product) is used for the other half.


The line separating physical and digital space has thinned out over time, the Digital environment has become one of the most visited ones by increasingly cross-media and evolved consumers. VVA Market Research enhances the information resources provided by traditional research projects with Digital research projects.
VVA Market Research makes use of the access to Community Panels that currently have more than 300,000 members in Italy, who are periodically involved in ad hoc research studies. Such tool offers the chance to show multimedia stimuli (images, video, etc.) to respondents and to also add complex concept descriptions or other stimuli.
VVA Market Research has also designed the e-group approach, based on activating asynchronous online forums where users (about 15-20) are invited to take part to a discussion moderated by a researcher who interacts with participants by questions and stimuli for both the whole group and for the individuals.
Buzz on Line analysis and interpretation represents another digital field for VVA Market Research to operate in, it refers to conversations made in the net and in social media. Some of the analysis objectives are assessing how popular and renowned the brand and its competitors are, mapping the most frequently discussed topics, identifying purchase choice key drivers, measuring brand reputation, checking how relevant sources are. The peculiar methodological approach is based on the semantic interpretation analysis and the drawing up of performance synthetic indicators such as the Net Promoter Score On Line, the Buzz Index, the brand Positioning Maps and the Sentiment Analysis.
In addition, VVA Market Research has adopted an approach to the web, the Usability Test, which requires a thorough analysis of the usability of Internet sites/software applications and of the new self care channels through a “guided” use of those channels.