Product Marketing Testing

Land Registry Case Study

Using Sigmer's expertise in designing market testing surveys, Land Registry was able to gather valuable insight into customer attitudes to a potential new product.

HM Land Registry is a self-funded, Government Executive Agency, responsible to the Lord Chancellor. Its main function is to register title to land in England and Wales, to record dealings once the land is registered and to provide easy access to up-to-date and accurate land information.

The Business Requirement

Land Registry had completed outline planning for a new web-based product that it felt would provide benefit and be attractive to its commercial and retail customers. Before embarking on full development it decided to conduct market research to gain an understanding of the attitudes of customers to the potential product. The chosen method was to use on-line surveys as they were cost-effective, would provide rapid and accurate data and were in accord with the on-line nature of the new product.

Land Registry's customers fall into a number of types that engage with the organisation through several on-line paths. Due to the variety of methods of engagement they needed an approach that enabled them to reach their wide audience as well as keeping the research targeted.

Land Registry pride themselves as a world-class provider of land registration services, and information, and they required a research solution that was true to this quality of service and value.

Land Registry came to Sigmer with the requirement of producing three different online surveys that could be accessed via links from a number of Land Registry websites. The requirements specified that the surveys must be robust, reliable and accurate, visually attractive, branded entirely to Land Registry requirements and could be monitored in real-time for immediate analysis.

The Sigmer Solution

Sigmer's Managed Survey service was a perfect solution for Land Registry to meet all of their requirements. After providing consultation regarding survey design, three online surveys were created and branded to Land Registry's standards. Navigation was made in a user friendly and accessible way.

Sigmer also set up an On-line Report Portal where Land Registry project staff could monitor their results in real-time to enable them to start making certain decisions from early in the project. During the consultation phase Sigmer staff advised Land Registry Technical staff in respect of the integration of the surveys to the Land Registry websites.

The Result

Land Registry achieved a great response to the survey and the collection of comprehensive data has enabled them to conduct a detailed analysis of the responses from their primary targets. Rich and accurate market-testing data has allowed Land Registry to make informed decisions regarding the development of their new product.

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