Context Is King

 Golden crown on blank card

At Zing, we believe that context is often what really matters when conducting research. Many of our clients say that where we add the greatest value is by putting their research data into context. Rather than just delivering data, what is becoming increasingly important is interpreting their results based on our industry-wide knowledge.

Context goes way beyond the industry benchmarks that we compile from the brands we research, and other industry benchmark data we incorporate. It’s about understanding when it is appropriate to compare to a benchmark and which relevant brands to include in a comparison. A classic example is NPS; we’re always being asked what the industry benchmarks are for NPS. We have to explain the fundamental principles of the score and advise clients not to compare. The key to NPS is asking the right questions, monitoring your score and coding and interpreting what measures will impact on increasing it. To understand and contextualise your NPS score, view our popular “Top 5 FAQ about Net Promoter Score

At Zing we feel privileged to work on the wide range of brands we do and know our clients appreciate the benefits associated with our industry-wide knowledge and experience.

Delivering Innovation in the Events Industry

Innovation is a word often used to describe newness and has been an events industry buzzword for some time. The unabated challenge of delivering innovation in the events industry year-on-year causes… Read more »

Hayley headshot2

Hello from the new girl!

I joined Zing at the start of December 2019 and already it feels like I’ve always been here. My role is essentially a support one – proofreading reports, making travel… Read more »

AEO Awards 2019 - the Great Hall at the Savoy Hotel, AEO Awards

AEO Awards 2019 – watch the video!

The AEO Awards 2019 took place last month at Grosvenor House on Park Lane. As an event put on by the event industry for the event industry, the AEO team… Read more »

focus group3

Anthropology and Business Insights

Writing an introductory blog post is a rite of passage for all new Zing people; however, I’ve managed to spend around nine months here before getting some words down in… Read more »

Content Marketing, tell the truth

Content Marketing and Storytelling: The Power Behind The Truth

It’s no secret that the customer is becoming savvy to traditional marketing strategies, both in consumer and commercial environments. As we all develop a resistance to direct advertising and unwanted… Read more »

AEO Excellence Awards

AEO Excellence Awards 2019 – Zing Insights are the proud sponsors of the Best Consumer Show award

  It’s 8 years since I launched Zing Insights (how did that happen?) and created an agency that is focused on measuring the customer experience, helping our clients drive business… Read more »

Our Clients

We have extensive experience working across a wide range of industry sectors for many leading brands.

Contact Details

Victory House
Chequers Road
Tharston
Norwich
NR15 2YA

t / +44 (0)844 800 9588

e / hello@zinginsights.com