The success of a company depends not only on the quality of its products or services but also on how they are perceived. Without a clear understanding of the customer experience and competitive positioning, companies risk losing customer loyalty, misinvesting in product development, and being outperformed by competitors who better meet market needs.

The solution is to conduct a detailed consumer perception analysis, which offers a clear picture of strengths, main customer pain points, and differentiation from the competition.

To better understand the market context and brand positioning in the gift and meal voucher sector, Edenred partnered with MKOR to conduct a market study. The research aimed to analyze customer perceptions of Edenred in relation to its direct competitors, identifying strengths, areas for improvement, and necessary actions to increase satisfaction and customer loyalty.

Measuring Customer Perception – Comparing Edenred’s Performance Against Competitors

To understand how Edenred is perceived in the market, the analysis included:

  • NPS Score (Net Promoter Score): measuring customer loyalty by identifying promoters (enthusiastic customers who recommend the brand) and detractors (dissatisfied customers who may negatively impact brand perception).
  • Satisfaction by key criteria: evaluating the main factors influencing customer perception, such as ease of use, service reliability, offer flexibility, and perceived financial benefits.
  • Detailed client feedback (verbatims): collecting and analyzing open-ended responses to gain deeper insight into both positive experiences and user frustrations.

Our client gained valuable insights about their customers (personas), brand positioning, and competitive standing in the market.

studiu-analiza-perceptia-clientilor-edenred2

Research Objectives

This study aimed to provide a detailed perspective on customer perceptions of Edenred in comparison with its direct competitors—identifying strengths, areas for improvement, and actionable insights to increase satisfaction and customer loyalty.

The research objectives were:

  1. Comparing Edenred’s performance with competitors to understand its market perception
  2. Identifying the most critical factors impacting the NPS score and where the largest gaps exist versus competitors
  3. Defining action plans to reduce the gap between Edenred and key competitors

Through this structured approach, Edenred can make strategic decisions grounded in data, ensuring real improvements in customer experience and strengthening its market position.

Company Perception as a Competitive Advantage

Today, customers face a multitude of options and constantly shifting expectations, which shape the long-term success of any company. One of the most effective tools for measuring satisfaction and loyalty is the Net Promoter Score (NPS).

NPS is an indicator that measures how likely a customer is to recommend a company to others. Based on a widespread survey question — “On a scale from 0 to 10, how likely are you to recommend our company to a friend or colleague?” — customers are categorized as:

  • Promoters: Loyal, enthusiastic customers who actively recommend the brand
  • Passives: Satisfied but unenthusiastic customers who are vulnerable to competitive offers
  • Detractors: Dissatisfied customers who may damage brand reputation through negative feedback

NPS analysis helps identify both strengths and weaknesses in a company’s brand, products, or services.

MKOR conducts studies that provide not only internal insights but also competitor benchmarks. A lower NPS score than the market average may indicate weaker performance or less favorable customer experience.

Beyond NPS, understanding how your company is perceived relative to competitors is crucial. A detailed analysis of customer feedback reveals:

NPS and perception analysis don’t just reflect satisfaction—they form the foundation of your customer strategy. Knowing exactly what your customers expect and how your competitors perform empowers you to consolidate your position and outperform the market.

About the Research

This study involved primary research based on direct data collection through an online opinion survey.

  • Target market: Romania
  • Target audience: Edenred Romania clients and clients of competing providers
  • Type of research: Quantitative
  • Research method: Online opinion survey (CAWI)

About the Client

Edenred is a global company that provides solutions for companies and employees, helping them manage employee benefits and payments more efficiently. Through prepaid cards and vouchers, Edenred enables employees to cover expenses such as lunch (meal vouchers), vacations (holiday vouchers), cultural activities (cultural cards), or gifts from employers (gift cards).

Additionally, the company offers digital platforms for managing personalized benefits, such as Edenred Benefit.

In Romania, Edenred has been active for over 25 years, offering services to more than 30,000 companies and supporting over 1.8 million employees. It also collaborates with over 57,000 partner stores and restaurants, facilitating access to a wide range of benefits and rewards.

studiu-analiza-perceptia-clientilor-edenred3

Are You Ready to Focus on Your Business Potential?

MKOR is an innovative and agile research agency. We firmly believe that data collected directly from the market—about consumers and their perception of your brand—offers a clearer picture of your potential and your business challenges. Agility and empathy in business are our superpowers.

Schedule a meeting with us today for a custom-tailored study that fits your organization’s specific research needs.

With well-defined objectives, we can help you achieve:

We help you better understand employee preferences and needs—so you can become a top employer and attract the most valuable people to your team.

And beyond that, we help you quickly get clear, actionable insights for your business through Agile Research.

Agile Research is a flexible market research service that allows you to ask 3–5 specific questions and access a nationally representative sample. With our new Agile Brand Tracking service, you can quickly see how well your brand converts awareness into usage (how many of those who know your brand actually use it).

In fact, it might be the perfect starting point for a long-term partnership with MKOR.

Let us help your brand grow based on clear, actionable data!
Contact us for a personalized solution!