Who we are
and what we do
Founded in 2011, Novema is a market research and consumer insight consultancy with expertise in B2B, education, financial services, media, consumer goods, and the hospitality sectors.
We conduct survey-based research employing a comprehensive array of methodologies. Our services encompass proprietary research techniques applied to:
Branding and communications
Building clear, consistent messages that connect with audiences and enhance reputation.
Market entry strategy
Guiding organisations through a structured five-stage evaluation to enter new markets with confidence.
Customer and employee experience
Designing and improving journeys that drive satisfaction, loyalty, and engagement.
Concept testing & product development
Validating ideas, refining products, and ensuring offerings meet real customer needs.
Senior team members
Key sector
specialism
We recognize that possessing in-depth knowledge of the sectors we study enables us to apply appropriate methodologies, pose the relevant questions, and focus on critical areas. As specialists in these sectors, we deliver to clients the marketing and business implications derived from our research, along with strategic recommendations.
Capabilities
For each client brief, we combine qualitative, quantitative, and desk research, enhanced by AI alongside expert judgment. Over 15 years, we’ve developed methods to uncover consumer beliefs, assess brand value, and optimize product and service design. We use elicitation techniques and analytical frameworks for marketing and product design, some of which are detailed below.
Customer Effort
Customer research has evolved beyond traditional satisfaction metrics and Net Promoter Scores. In many industries today, a customer’s likelihood to try, use, and repurchase a product or service largely depends on its ease of use. Novema utilizes a ‘Customer Effort’ framework to thoroughly examine how product and service interactions challenge the customer.
Motivational framework
Based on extensive research and affinity group insights, consumer motivations are grouped into key themes to guide product development and marketing. This framework helps clients better understand their customers and communicate effectively with marketing teams.
Market entry strategy
Our Route2Market method guides clients through risks of entering new markets or products by assessing opportunities and threats at each stage. Novema incorporates desk research, AI, trade interviews, competitor analysis, and customer research.
Agentic AI tools
Novema is a lean, nimble consultancy where senior management is involved at every key project stage. We use AI to support human researchers, blending AI’s speed with human expertise. Our agentic AI tool helps deliver faster, more cost-effective projects with deeper insights.
Blogs & Publications
We share insights, research, and perspectives through our publications, covering:
Contact Us
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20 Peck Seah Street, #05 -00,
Singapore 079312
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361 St Johns Street, London,
EC1V 4LB, United Kingdom - info@novema-research.com