How Eidra uses market research for improved decision-making in Due Diligence projects

The Client

Founded in 2019, Eidra is a House of Brands with 1400 employees across Europe and the US. Eidra is driven by the conviction that business transformation requires a combination of management consulting and best-of-breed expertise in creativity, engineering, and data.

In commercial due diligence, speed is critical, and so is a foundation of reliable, well-structured data. With this in place, Eidra’s management consultants help clients navigate unfamiliar territory, apply their expertise, and provide strategic guidance.

The Project

In the spring of 2025, Eidra was appointed to conduct a commercial and digital due diligence on a leading global consumer application in the travel industry. The application has millions of users from around the world. Eidra conducted an in-depth analysis of both primary and secondary data sources to gain an updated understanding of the market and consumer engagement with the application and their overall perceptions. For one of the key primary sources, Eidra turned to Syno International.

The Need for Data on Consumer Attitudes

To gather insights on consumer attitudes, Eidra partnered with Syno International to conduct a global customer survey. The survey explored how both paying and non-paying users valued different features. Since the application is available in English, the survey was carried out in English as well, with participants from over 50 countries taking part.

The survey was distributed via the company’s weekly newsletter, supported by an airline-themed prize draw that helped generate a strong response rate. Syno International also managed the prize distribution to ensure a seamless experience.

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Per-Erik Kärnekull, Head of EMEA at Syno:

At Syno, we have capabilities to conduct surveys with consumers via online panels, pop-up surveys on websites, QR codes, e-mail send-outs, and more. In this case, the survey was sent out by the consumer application itself, and this enabled a high reply rate and a smooth experience for the respondents. We help our clients choose the right channel based on the target audience and project objectives.

The Result

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Lukas Thell, Management Consultant at Eidra:

Working on a large due diligence project like this one is both challenging and rewarding. To provide meaningful advice on the transaction within a tight timeline, my colleagues and I had to analyze a wide range of data sources - both quantitative and qualitative - to uncover key trends and success factors in this market. In this case, we had the privilege of witnessing a successful deal come together. It was truly rewarding to collaborate with the company, our client, my fellow consultants, and Syno throughout the process.