Qmetrics’ Methodology

The results produced by traditional methodologies to measure and manage the experience in the market are based exclusively on the completion of questionnaires to customers and do not provide more than vague indications, which contribute little to the effective performance of an action plan aimed at improving the experience. of the customer.

Qmetrics' main objective is to respond in a differentiated way to the limitations of traditional methodologies, proposing new methodologies based on the most recent scientific developments.

Qmetrics methodologies allow identifying priority action areas, answering questions such as:

  • 1. What to do to retain customers?
  • 2. What to do to increase the recommendation and the NPS?
  • 3. What to do to increase the share of wallet?
  • 4. What are the impacts of the actions taken on the profitability of the business and how to improve this profitability?

The Qmetrics methodology puts market experience at the heart of the business. It provides concrete and operational information that facilitates decision making for managers in relation to the relationship with the customer.

“Bad measurements generate bad information. Bad information leads to bad decisions. Bad decisions lead to a loss of competitiveness. Loss of competitiveness leads to loss of margins and capital. Show me a loser and I will show you a company with a bad measurement system.”

(ACSI Founder - American Customer Stisfaction Index)


Employee and Customer Experience

The methodology is based on

  • In conducting surveys with samples of customers or employees through multiple channels and touchpoints;
  • In monitoring the online universe (social networks, online media, blogs, etc.) in order to measure the social presence of companies, their brands, products and services;
  • In the use of models based on the theory of consumer behavior and employee and in the specific knowledge of the studied organization that allows to predict the attitudes and behaviors of consumers and employees.

The methodology uses Structural Equation Modeling (SEM), a methodology considered the “state of the art” in these areas.

This methodology was developed in an international university network of researchers that combines econometric statistical methods and the theory of consumer behavior.

The SEM methodology is used in the American Customer Satisfaction Index (ACSI) and European Customer Satisfaction Index (ECSI) projects, allowing the results produced by Qmetrics to be comparable with those produced ACSI / ECSI projects, covering a large number of countries on virtually every continent. Thus, Qmetrics customers can carry out national and international benchmarking.

Employee and Customer Experience
Product Experience

Product Experience

The Qmetrics methodology is based on the most modern innovations in terms of conjoint analyis, using techniques such as adaptive conjoint analysis, choice based conjoint analysis and menu based choice for the design and (re) design of products and services. It also offers advanced market simulators that allow an easy analysis of the impacts on the preference and market shares due to changes in the characteristics of the products.

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Product Experience

Brand Experience

Based on the most modern techniques of factor analysis and correspondence analysis, Qmetrics allows the quantification of the brand strength and its benchmark with the competition, as well as with the market ideas.

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Brand Experience

Quality Improvement

Based on the customer experience, the Qmetrics methodology, based on machine learning algorithms, allows clients' attitudes and behavior to be linked to business variables, predicting the economic and financial impacts resulting from investments in improving quality and / or advertising

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Return on Investment

Frequently Asked Questions

1. What distinguishes the methodology adopted by Qmetrics to evaluate the experience of customers and employees, particularly with regard to their Satisfaction and Loyalty, from that adopted by companies that limit themselves to conducting a market study and analyzing their results?

The methodology adopted by Qmetrics includes, in a first phase, the performance of a market study. In this way, Qmetrics is in a position to provide its customers with all the information provided by these companies whose methodologies are designated as traditional or descriptive.

But the methodology adopted by Qmetrics, called structural or explanatory, also includes the specification of a model with an explanatory capacity for the satisfaction and loyalty of the client or employee of the analyzed organization.

In this way, the results produced allow Qmetrics' client organizations to identify and quantify the causal relationships between the satisfaction or preferences of the client and the employee and their determinants or explanatory factors.

In this way, instruments are provided that allow the elaboration of action plans, aimed at the improvement of these intangible assets.

2. What distinguishes the methodology adopted by Qmetrics from that adopted by other companies that also use explanatory methodologies?

There are several differences between the methodology adopted by Qmetrics, called the SEM methodology (or structural equation modeling) and the other explanatory methodologies (such as the regression on main components, the multiple regression and the joint analysis).

The main one of these differences has to do with the number of explained equations or variables in the model: while the Qmetrics methodology uses a model with several equations, the other methodologies adopt a model with a single equation.

In customer satisfaction and loyalty studies it is often necessary to use a model with several equations in order to be able to take into account the relatively complex relationships between a set of variables that are interdependent.

For example, it is customary that in these studies it is intended to know the impact of certain components of the product or service, not only on customer satisfaction, but also on their loyalty.

In this way, it will become possible to know which are the priority areas of action to promote satisfaction and which are most relevant from the point of view of loyalty.

The methodology adopted by Qmetrics thus presents several advantages, being considered by the researchers in the areas of quality, marketing and consumer behavior as the "state of the art" of the methodologies for assessing customer satisfaction and loyalty.

3. What is the difference between the Qmetrics methodology and that adopted in the ACSI (American Customer Satisfaction Index) and ECSI (European Customer Satisfaction Index) projects?

The methodology adopted by Qmetrics is identical to that adopted in the ACSI and ECSI projects. In fact, both projects adopt an explanatory methodology, based on a model of structural equations. The results obtained in the ACSI and ECSI projects are thus comparable and integrable with those produced by Qmetrics.

However, the objectives and type of information provided by Qmetrics is different from that of the two projects.

Both ACSI and ECSI provide global and comparable indicators on customer satisfaction in different sectors of activity. The models adopted in both cases are simplified and are practically the same in the different sectors of activity.

The results obtained by both projects, although not very operational, constitute, however, true standards and references for studies that aim to measure customer satisfaction and loyalty.

On the contrary, Qmetrics seeks to provide management information aimed at improving customer satisfaction and loyalty of the company under analysis. A model is thus developed that seeks to explain the behaviors of each company's customers. The conclusions should make it possible to draw precise indications on the measures to be taken.

The results obtained by Qmetrics and the ACSI and ECSI projects are thus complementary and integrable, but distinct.

4. How are clients selected to interview when there are no databases for these clients?

When there is no customer database, a selection of a sample of customers can be used from the population as a whole through the random generation of telephone numbers (random digit dialing) or the random selection from telephone directories; door-to-door interviews with qualification criteria and interception in places of consumption.

5. What is the code of professional practice that follows Qmetrics?

It is the code of Esomar (European Society for Opinion and Marketing Research Association) of which Qmetrics is a member.

6. As for data protection, what are the security and confidentiality methods used by the company?

Qmetrics has a privacy policy that it strictly respects (cf Section 2). On the other hand, a confidentiality agreement is signed with the customer.

7. Who does the processing and analysis of the data? And with regard to collection, are they collected by the organization itself or is the service subcontracted?

Data analysis and treatment is the exclusive responsibility of Qmetrics. In the case of collection, in certain studies, depending on the collection method adopted, subcontracting to a specialized organization is used. Subcontracting does not release Qmetrics from any responsibility or obligation towards its customer.

8. How is the quality of the work developed by Qmetrics guaranteed?

Qmetrics establishes a set of quality control rules that cover the various phases of the studies. On the other hand, Qmetrics adopts a strict policy for the selection of its staff.

9. To measure the importance of the various determinants of satisfaction, why not ask the respondents directly which ones they consider most important?

Such a methodology, known as the declared importance, has clear disadvantages in relation to the derived importance methodology in which the importance of each attribute is derived from the estimation of the parameters of a model. At present very few or even no consultants defend the methodology of declared importance.

The reasons for choosing the derived importance are explained in Vilares and Coelho (2011, p.303-305) and are linked to the interpretation attributed to the concept of importance itself and also to the dimension of the questionnaire adopted in each case.