A 2023 study by PwC highlighted the importance of customer insights for businesses aiming to enhance customer experience and build loyalty. Consumer insights can provide a business with the opportunity to better personalise and tailor products to the needs, wants and demands of their customers.

The Business Research and Services Centre (BRSC) is established to conduct market research and customer analytics projects. Learners work with partners such as Association of Small & Medium Enterprises and Automobile Association of Singapore, to provide a suite of services including Market Research, Consumer Insights, Mystery Shopping Audits, Perception Studies, and Website Usability Test Studies.

Our capabilities

Learning experience

This is a 12-week practice-oriented attachment. During their attachment, learners are assigned various roles to attain learning outcomes. Learners gain competencies in various technologies and methodologies in the conduct of business research, including:

1. Research methodologies

Learners gain competencies in the conduct of primary research (such as surveys and focus groups), question formulation, development of mystery shopping questionnaires and website usability assessment forms.

2. Technical skills

These include project management skills, database management & analytics, and learning tools such as persona mapping.tools (like SMAPLY), data visualisation tools (such as Power BI), and other technologies such as eye-tracker, Survey Monkey and Qualtrics.

3. Workplace competencies

These include professionalism, leadership & teamwork, communication skills, presentation skills, and critical thinking to attain business research objectives.