Published - 16 Jun 2025
Forest Industry
Trend tracking: Are you still asking the right questions?
Many of our clients return to us year after year to take a snapshot of their market, whether that be in-depth customer experience interviews, or tracking the perception of a product, brand or message over time. Meaningful comparison involves repetition to ensure we are comparing like for like, but it’s rare that a repeat survey stays exactly the same when our clients return, simply because as the market evolves, so must the questions.
This is where Opticom brings added value. If you use a general agency, the chances are they’ll be happy to repeat the exercise verbatim. After all, if the agency hasn’t dealt with another pulp or paper company since your last survey, why would they know any different?
In contrast, Opticom will have conducted dozens of studies and countless interviews within the value chain since you last asked your questions. We’re immersed in primary research for the industry every day, gathering incremental knowledge that becomes unrivalled insight. We can advise on questions are effective and which are not, what your customers or competitors are focusing on and what the detail of what has changed – take the EUDR, for example; a common current concern today, but an unknown just a few years ago.
This translates to added value. We strike the right balance to ensure your study makes valid comparations while remaining relevant. In short, if you want to ensure you’re still asking the right questions next time you repeat a questionnaire, ask us.