Turn Market Questions into Actionable Insights

Support informed business decisions through tailored B2B and B2C primary research that combines customer perspectives, market intelligence and analytical expertise.

Winning business strategies are built with a clear understanding of customers and markets. WNS, part of Capgemini, combines tailored B2B and B2C primary research with industry expertise and analytics to help organizations uncover customer needs, evaluate market opportunities and make informed business decisions.

Through surveys, expert interviews, market assessments and analytical approaches, we help businesses test new ideas, decipher market dynamics, assess pricing strategies and identify potential growth opportunities.

Business Questions We Help Answer

From identifying new growth opportunities to understanding customer behavior, our research helps businesses address critical questions and sharpen decision-making.

Growth and Market Opportunities

Identify emerging opportunities, unmet needs and high-potential segments

Consumer Needs and Behavior

Understand consumer preferences, purchase motivations and factors influencing product and brand choices

Customer Experience

Understand brand perceptions, experience drivers and improvement areas

Competitive Intelligence and Benchmarking

Benchmark competitor offerings, positioning, customer perceptions and strengths to identify market gaps and differentiation opportunities

Pricing

Assess price sensitivity, willingness to pay and value drivers

Product and Innovation

Test new concepts, products and propositions before launch

Go-to-Market

Inform segmentation, positioning, targeting and market-entry decisions

B2B Buyer Insights

Understand how business buyers evaluate providers, compare alternatives and make purchasing decisions

Primary Research Capabilities, Tailored to Your Needs

We deliver tailored B2B and B2C research programs using qualitative and quantitative methods, supported by market intelligence, analytics and AI-assisted tools, where appropriate to the research objectives.

Quantitative Research

Customer and consumer surveys
Usage and attitude studies
Brand health and perception studies
Customer satisfaction and experience surveys
Concept and product testing
Pricing and willingness-to-pay surveys

Qualitative and Observational Research

In-depth interviews
Focus groups
Online research communities
Stakeholder and expert interviews
Concept and proposition exploration
Retail observations and audits

Research Applications and Analytics

Customer and market segmentation
Market sizing and opportunity assessment
Competitive perception and brand benchmarking
Pricing and value-driver analysis
Customer satisfaction driver analysis
Forecasting and predictive modeling, where appropriate

Complementary Market Intelligence

Secondary and desk research
Industry reports and database analysis
Competitor and market assessments

From Design to Business Decisions

Our primary research approach manages the research lifecycle end-to-end, connecting business questions with appropriate research methods, relevant respondent perspectives and evidence-based recommendations.

Design

Define business objectives, identify target respondents, develop research instruments and select an appropriate sampling approach.

Collect

Conduct interviews and surveys, manage fieldwork and apply relevant respondent-screening and data-quality checks.

Analyze

Clean and assess research data, identify patterns and segment differences, and apply appropriate analytical techniques.

Recommend

Present findings through clear reporting and visualization, explain business implications and outline evidence-based recommendations.

AI-enabled Research, Guided by Human Expertise

We combine primary research expertise with AI-assisted tools and analytics to support efficient data processing, identify patterns and develop research-backed insights. Human expertise remains central to interpreting findings, validating conclusions and translating evidence into practical recommendations.

AI-assisted qualitative analysis

Identify recurring themes, sentiment and patterns in open-ended responses, supported by researcher review

Research synthesis

Organize and summarize research findings to support efficient analysis and researcher-led interpretation

Research in Action: Turning Evidence into Business Decisions

Our research engagements illustrate how different methodologies can address business challenges across industries.

CPG | Informing Market and Competitive Strategy

Business Challenge: What market, consumer and competitive factors should inform a proposed operational transition into Australia and New Zealand?
Research Approach: Surveyed 1,600 consumers, conducted 15 retail audits and completed 10 expert interviews, supported by competitive and secondary research.
Value Delivered: Generated consumer and competitive evidence to inform assortment, pricing, promotional and digital experience decisions.

BFSI | Identifying Sustainable Finance Opportunities

Business Challenge: How can a global banking organization identify sustainable finance opportunities and strengthen its competitive positioning?
Research Approach: Assessed approximately 50 leading banks and conducted approximately 20 expert interviews with senior banking professionals across sustainable finance, strategy and sustainability functions.
Value Delivered: Highlighted demand trends, priority sustainable finance offerings and competitive gaps to support market expansion and positioning decisions.

Technology | Strengthening Product Positioning

Business Challenge: How should a healthcare diagnostic technology platform be positioned to address buyer requirements in the US market?
Research Approach: Surveyed 50 hearing-diagnostic industry professionals and conducted expert interviews to explore purchasing considerations, unmet needs and competing solutions.
Value Delivered: Identified buyer requirements, unmet needs and competitive gaps to guide platform positioning and targeted sales strategies.

Travel | Prioritizing Customer Experience Improvements

Business Challenge: Which aspects of the travel experience have the greatest influence on customer satisfaction and willingness to recommend?
Research Approach: Analyzed customer survey data across airline, accommodation and holiday-company experiences, applying statistical techniques to examine satisfaction drivers.
Value Delivered: Prioritized improvement opportunities using satisfaction-driver analysis to inform customer experience and NPS improvement strategies.

Why WNS for Primary Research?

Business question-led research designed to address specific strategic and operational decisions
B2B and B2C research experience across consumers, business decision-makers and industry experts across diverse markets
Integrated research approaches combining surveys, interviews, market observations and analytics to develop a broader evidence base
Cross-sector expertise across CPG, BFSI, technology and travel, reflecting different market and customer dynamics
Decision-focused research outputs, translating research findings into market assessments, competitive benchmarks, analytical frameworks, dashboards and practical recommendations to support business planning and decision-making

Have a Business Question You Need to Answer?

Explore how tailored primary research can help you understand your market, evaluate opportunities and make informed business decisions.

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