who we are R

Who we are

M2S Research, part of the M2S Group, is a strategic consulting agency specializing in quantitative and qualitative market research, brand health measurement and strategic consulting, and particularly in customer journey analysis and customer and employee experience research. Our aim is to help businesses understand their consumers and customers better and uncover new paths to growth. We believe it takes the combination of insights and experience to fundamentally align a brand with customers and differentiate the brand’s identity in the market.

M2S Group was established in 2012, rooted in IT services and support and expanding into the field of data analytics and market research.

M2S Research is located in Belgrade, conducting and coordinating research in Serbia, Montenegro, Bosnia and Herzegovina directly and the rest of the Balkans through a network of partnering agencies.

What We Do

Each client has its own specificities and questions it faces, so we approach each one with a customized Quantitative research design, methodology, sample design adjusted to the research technique and reliability of the data, as well as an appropriate questionnaire design.

With Qualitative research we put the customer at the center, following the customer’s set direction throughout the research process. Our goal is to get to know diverse and inclusive perceptions, needs and experiences through candid conversations.

When we use mixed methods and bring together both qualitative understandings and quantitative data, we are able to uncover deeper insights substantiated by numbers and enable you to deliver what your target audiences crave. By understanding market drivers, functional, emotional, and unmet needs we aim to uncover new opportunities and fuel strategic plans.

Quantitative Research

Brand Research

Your brand is a strategic asset that ties together the entire strategy. So, we start from your brand purpose in measuring and benchmarking your brand image and brand health metrics. Internal brand health (among own work force) can also play an important role in your brand’s future.

We can help assess the return on investment for marketing and branding efforts, ensuring you allocate resources effectively.

Market Segmentation

Market segmentation is a technique by which we divide the consumer/ client base into subgroups based on maximizing common characteristics and differences. This enables us to tailor our marketing efforts to our selected target customer profile, i.e., to personalize our products or services, customer experience and to improve sales.

We also provide (cluster) analysis of your clients based on their current behavior and available big data through statistical analysis and application of machine learning algorithms.

Market Performance Tracking and Attitude & Usage Studies

From traditional funnel measurements to image and positioning in the minds of consumers in a competitive context, we can start tracking your product / brand performance from the launch to monitor if your strategy needs tweaking at the start.

Concept / Product Testing

Developing new or adapting existing products, testing a new logo, etc. relies on concept testing.

Sensory analysis is a scientific method used to describe and measure characteristics of FMCG products perceived by the senses (i.e. sight, smell, taste). Its aim is to reach a clear formulation of new / redefined products in line with the taste of our target group.

Pricing

Conjoint Analysis is used in pricing strategy, but also in product design to determine what the product should look like – the optimal mix of attributes as well as focus for communication.

Conjoint analysis enables us to simulate/ optimize for share, profit, revenue, etc., allowing you to face the competition in a strategic manner.

Customer / Employee Experience

Michael Eisner, former CEO of Disney, talks about the brand as a living entity that is a product of thousands of small gestures, highlighting the importance of experience we deliver.

While overall satisfaction correlates with brand /employee performance, satisfaction on individual aspects throughout the Customer Journey identifies strengths and especially weaknesses that need to be improved further.

Qualitative Research

Focus Groups & In Depth Interviews

A focus group usually gathers 6 to 10 participants discussing perceptions, attitudes, experiences aimed at understanding of their usage habits, deeper motivations, gaps in the market, etc. In-depth interview is a one-on-one conversation, offering opportunities to get to the root causes of beliefs or behaviors. Through flexible (directed by opened topics), generative (creating new insights) and deep communication (by probing), they lead to a profound understanding of the target.

Online Communities

We help you gather valuable insights or discuss sensitive topics with consumers, experts, different targets in an online environment. Through words, photos, videos, etc. in direct chats or through respondents posting in their own time, across several days, weeks or even longer, we probe for rich, revealing and surprising insights.

Digital Diaries

Consumers can be asked to perform a series of activities or answer a series of questions and document all in diaries at the exact moment something happens during their journey or when it is convenient for them.

Customer Journey Mapping

While the customers have more power than ever thanks to the technology, their journey gets more complicated than ever. With customer experience as the path to differentiate our brand, its accurate mapping, pinpointing the needs, customer feelings and especially the pains should lead us to opportunities – what can we improve or introduce ensuring customers loyalty and satisfaction.

UX testing

A user experience test or usability test is aimed at evaluating the ease and flexibility of an application or software from the user’s perspective. A small set of target end-users use the application while observing and discussing the experience.

Ethnographic Research

Ethnography is a study through a combination of close observation of consumers in their environment and the right questions. In some situations, what people tell us is not enough, and observation can reveal their current behavior, the reasoning behind it, and result in uncovering new ideas and gaps in the market.

Service Quality

Service Quality

Mystery Shopping studies are intended to check the quality of the service.

They are based on two premises: secrecy (the mystery shopper must not be discovered) and the objectivity of the assessment.

We provide all types of Mystery Shopping evaluations: in-person, phone, mail or hybrid mystery shopping evaluations (in the latter, mystery shoppers are following an entire customer journey, for example, in hospitality services from check-in to checkout).

Service Quality

Mystery Shopping studies are intended to check the quality of the service.

They are based on two premises: secrecy (the mystery shopper must not be discovered) and the objectivity of the assessment.

We provide all types of Mystery Shopping evaluations: in-person, phone, mail or hybrid mystery shopping evaluations (in the latter, mystery shoppers are following an entire customer journey, for example, in hospitality services from check-in to checkout).

Perspectives

and News

Career

Join our team

We are always looking for part-timers (interviewers and mystery shoppers), interns and reserchers.

Our interviewers and mystery shoppers are important team members. Interviewers are responsible for contacting respondents and collecting data (by phone or face to face), while as a Mystery Shopper, you will be in a role of the customer observing the customer service.

Key requirements for all positions are: curiosity, dedication and desire to help improve products and services we all use.

The first step towards your new career would be to contact us.

Our Team

Sinisa Djordjevic - M2S Research 1

Sinisa Djordjevic

Managing Director
with more than 15 years of experience in IT consultancy, risk assessment and data security.
Olivera Despotovic - M2S Research

Olivera Despotovic

Strategy and Development Director
with more than 15 years of experience in market research and data analysis.
Team leads-experts - M2S Research

Team leads / experts

in the fields of market analysis, fieldwork and data collection, data processing.

Connect

Contact Us
Let’s talk about your project

Or email us at
info@m2sresearch.com/en

Or phone us at
+381 11 2416 466 / +381 62 16 35 989

    Join our Panel / Online Communities

    Participate in research through our panel or online communities, let your voice contribute.