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Aston Martin commissions insight into its customers

Aston Martin has selected online and research consultancy Beehive to help define and implement a research framework for its global customer satisfaction and insight programme.

Beehive started the initial phase of the programme in October 2010 which involved a group wide consultation exercise of workshops and interviews with key stakeholders.

The objective was to fully understand the requirements for market intelligence across the business and to define a 3 year learning plan that could be prioritised and then implemented.

Following the presentation of the plan, Beehive’s first task was to undertake a customer understanding research project in some key territories worldwide and this has already provided some very interesting insight and customer learning which is being applied within several areas of the business.

Full contracts were signed in May and implementation of the research programme is now well underway.

Beehive managing director, Paul Kavanagh said: “Aston Martin is an iconic brand and was UK’s coolest brand last year so this is a fantastic project for us to be working on. There will be some difficult research challenges ahead but we are working with a great team, a great product and are looking forward to implementing the plan over the next 3 years.”

Beehive managed to secure the business in a competitive pitch against several other agencies.

The main reasons for being chosen were because of the fresh and creative approach to Aston Martin’s specific requirements, its ideas led proposal and its value for money solutions.

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