The Challenge: Burbidge has been manufacturing kitchen doors and accessories for well over 35 years and supplies its highly crafted products to hundreds of retailers in the UK from its base in Coventry. Its USP is that it is a British manufacture, its heritage and its bespoke approach, with the ability to provide product to non-standard formats and measurements.

Following recent growth, new products and a review of its own business processes, Burbidge was keen to understand the perceptions of its own customers through insight conducted by a suitable qualified agency.

Burbidge appointed Research by Design for its considerable experience in the kitchens and bathrooms sector for this crucial study.

Our Approach: To maximise engagement and provide accessibility for Burbidge’s customers, RbD delivered a multi-modal research study.

In the first instance, a series of face-to-face interviews were secured with a random selection of Burbidge’s customers. This methodology allowed the process to commence with interviews that were more qualitative in nature, allowing us to fully explore customers perceptions of Burbidge, the wider industry and their future needs and wants. A major advantage of this approach is that it enables us to move forward into the quantitative questionnaire design phase fully immersed in the subject matter, having heard it and discussed it first hand. This always results in a more rounded and appropriate questionnaire, enabling us to place appropriate focus on areas that the client themselves may not have realised are actual customer issues.

A multi-modal quantitative phase followed, with customers targeted through an invitation email containing a link to an online version of the survey.

Additionally, to help negate any impact of the self-selection nature of online surveys, customers were also contacted by telephone to undertake the quantitative survey. In total, around 20% of Burbidge’s customers took part in the research study, providing an excellent spread of customer types across business size, region and product focus. This enabled us to conduct in depth analysis across these sub-segments to further deliver benefit to Burbidge.

The Outcome: Insights from the study were presented separately to both the board and the marketing team. Findings have assisted Burbidge to shape its future business plans and respond to the demands of their growing customer base.

Testimonial from Neil Conway, Sales & Marketing Director:

“We felt really confident working with RBD. The team was extremely efficient, and took the time to understand our business and sector which undoubtedly helped make the project the success it was. It was also important that RBD were able to work within the timetable we had envisaged and kept us informed of the progress throughout its duration.”