How BRACK.CH built a high-impact research function with YouGov
Emily Patel - January 23rd, 2025
Challenge
BRACK.CH needed an agile in-house research tool to better understand customers and guide wider business decisions.
Solution
YouGov’s expert support and platform access enabled efficient, high-quality research for BRACK.CH’s 1-person team.
Business outcome
BRACK.CH now conducts 16 annual studies, driving strategy and improving customer satisfaction.
Business challenge
BRACK.CH, a leading online retailer in Switzerland, offers a wide range of products, from electronics and household appliances to toys and garden items. Driven by a commitment to providing customers with an outstanding shopping experience, BRACK.CH quickly saw the need to enhance its internal research capabilities to support strategic growth and better understand evolving customer behaviors.
Initially, the team relied on two externally conducted studies for brand tracking and performance evaluation. However, as the demand for insights increased, it became clear that BRACK.CH needed an agile, in-house research solution that could be efficiently managed by its 1-person research team.
The goal was to complement existing analytics data with an efficient, high-quality research tool to help measure customer satisfaction and customer behavior, as well as guide strategic decisions. For this, BRACK.CH turned to YouGov Switzerland (formerly LINK) and its end-to-end research platform, quantilope.
Solution
YouGov Switzerland provided BRACK.CH with both consulting for this first internal study and access to the quantilope platform – a powerful combination of intuitive research software and expert support. This solution allowed BRACK.CH’s team to efficiently conduct high-quality studies, including brand perception, customer satisfaction, and campaign effectiveness research.
The platform’s ease of use allowed BRACK.CH’s internal market research department to implement & manage projects independently, with YouGov's’ team offering support during complex studies or capacity bottlenecks. The flexibility of quantilope also allowed BRACK.CH to connect external panels when needed, expanding the reach of their research.
This hybrid approach – blending the platform's advanced capabilities with YouGov’s expert guidance – enabled BRACK.CH to conduct research more efficiently, make data-driven decisions quickly, and respond to urgent strategic questions with reliable insights
Business outcomes
Over the years, the partnership between BRACK.CH and YouGov Switzerland has resulted in a central collection of comprehensive and constantly updated data.
Since its partnership with YouGov, BRACK.CH has transformed its research capabilitites, now conducting 16 studies annually that play a central role in guiding business strategy. The small but highly effective research team independently handles a range of projects, including customer satisfaction tracking, advertising materials testing, evaluations of their loyalty program, and the ICT trade fair “CONNECT.”
On a strategic level, goal achievement is assessed in regular waves, while ad-hoc surveys are conducted to support immediate business decisions. The results of 16 studies annually now play a central role in internal decision-making processes.
As BRACK.CH transitions into the new umbrella brand, “Brack.Alltron AG,” the team plans to expand its research portfolio with quantilope’s implicit measurement tools to further enhance brand strategy evaluation.
“The ‘quantilope by YouGov’ offering has enabled us to independently and efficiently conduct internal surveys with the necessary know-how. Today, BRACK.CH has additional valuable insights into our customers, which were only made possible through the use of quantilope.”