Cut through assumptions to reveal what truly drives customer choice and loyalty
Why work with us
When your business understands how consumers really think you can act with purpose. Which? surveys thousands of consumers across a range of services and sectors to help guide our understanding of what customers need from businesses. Our survey insights help provide the clarity needed to focus investment, refine services and achieve results that matter most to consumers.
Actionable insights to help you adapt, innovate and meet the needs of your customers.
Rigorously independent and impartial research that reflects the real voice of consumers.
Clear analysis that lets you focus investment, act with precision, and refine your services.
FAQs
What kind of Survey Insight reports are available?
Which? offers insight reports based on consumer survey data relating to services and product reliability within specific categories. These reports draw on feedback from thousands of UK consumers who take part in our independent surveys. We do not provide data or reports based on laboratory testing or product reviews, our reports focus solely on the real-world experiences and perceptions shared by consumers through Which? surveys.
What is included in the report?
Each survey insight report is created from Which? consumer survey data relevant to your market. The report is confidential to your business and tailored to your category and brand.
There are 3 tiers of report. Tier 1 includes:
- Executive Summary & Survey Methodology
- Star Ratings, Verbatim Insights & Brand Performance Comparison
- Top/Bottom Benchmarking
- Max Diff Analysis
- Cross-survey data (Subject to data being available)
Because each report is bespoke, the exact content may vary depending on the data available for your business and category. Please speak to your Account Manager to find out more about the different tiers and options available.
What business sectors are survey insight reports available for?
Insight Reports are currently available across a range of sectors where Which? collects robust consumer survey data. These include:
- Product experience: Large Domestic Appliances (reliability data)
- Energy companies
- Holiday and travel companies
- Mortgage providers
- Current accounts
- Investment platforms
- Self-Invested Personal Pensions (SIPPs)
- Car insurance
- Broadband providers
- UK holiday cottages
- Mobile network providers
- Breakdown service providers
Each report is based on independently gathered consumer insights specific to these markets.
If your category is not on this list, please still get in touch with us, and we will investigate if there's any data we can provide you with.
Does Which? provide insight reports on product testing?
No, our Insight Reports are based on consumer survey data. These cover services and product reliability for selected categories. We do not produce reports or share data from laboratory product testing, as our Insight reports are derived exclusively from surveys that we conduct directly with consumers.
Who can purchase a survey insight report?
Insight reports are only available to businesses that have received a minimum of 50 consumer responses in our survey. This ensures the data is statistically robust and representative. All reports are strictly confidential and for internal use only, they cannot be shared externally or used in marketing or promotional materials.
How will I know if I can purchase a report?
You Account Manager will be in touch to let you know and to discuss purchasing options/tiers.
What Brands say
“Here in the fd Mortgages team we found the more detailed feedback report really useful to identify common themes that we could match up to our internal insight sources. It added credibility and a compelling story around why and how we could change the way we operate and communicate to customers. We are convinced this insight linkage supported the ‘recovery’ of our Which? Recommended status for Mortgages, something the people of fd that serve our customers are very very proud of.”
— Liam O’Hara - Head of Mortgage Team at first direct
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