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Market research | customer satisfaction | surveys online

‘Assume’ makes an ‘ass’ out of ‘u’ and ‘me’.  Without market research, you are guessing, stepping blindfold ino the abyss.  If you know what your staff and your customers and prospects think, you can interrupt it and change thinking so you can make a powerful impact in the marketplace.  No matter how large or small a budget, a regular market research programme is your best insurance to avoid marketing blunders that might diminish your slice of the pie or worse still, diminish your brand.  Doing the homework by speaking with the market gives the insights necessary to develop powerful creative, positioned to connect emotionally, ultimately improving your service and identifying and rebalancing market perception.

Alexanders’ market research team includes:
Virginia Clayton who has been Marketing Information Manager for Coca Cola, Market Research Manager for BP, and consultant to Midland Bank (UK).  
Rachel Alexander who has steered major research projects for many significant clients including Skope Industries, Tait Electronics, The Cathedral Grammar School, and Meridian Energy.
Mark Lloyd, of Ignite Research. Mark had 15 years at TNS Research in Wellington and formed Ignite Research in 2004.  Alexanders works with Mark in projects that require a Wellington and Auckland field team.

Surveys online

Online surveys are cost effective as they cut out interviewing time and data entry.  We can tailor make your own survey for sending to existing contacts, or add specific questions into ongoing surveys that get objective, independent feedback

Satisfaction surveys

69% of customers leave due to apathy.  Find out if your customers are satisfied, or on the verge of leaving.

Survey questions

We will work to tailor a satisfaction survey template to suit your individual service and customers.

Survey research

We can help you determine the best approach for your survey
-    Online surveys
-    Focus groups
-    Telephone interviews
-    Face to face interviews – preferred approach for senior business executives
-    Quantitative and qualitiative research
-    Facilitation of workshops (ideal for execs and defining authentic brand positioning essence)
-    Omnibus surveys
-    Desk research

Employee surveys

Tap into the wealth of knowledge of your employees.  Reduce attrition through regular inhouse employee satisfaction surveys

Research case studies

Brand definition: determine an authentic brand positioning for a major exporter.  Interviewed 144 people, including telephone interviews with a mix of prospects, existing customers at different levels of seniority, and staff (face to face interviews with senior staff).  Used written surveys (some translated) for international customers.  Compared internal with external perceptions. Defined positioning in market relative to major international competitor.  Developed authentic brand values and strategic recommendations. This was used as a base for staff induction, brand specs manual, overhauling print communication and for posters used throughout the large international distribution network.

Marketing strategy: interviewed 88 customers and staff to determine key drivers among five different customer segments.  Information was used to formulate 18 month marketing plan and creative theme that was executed through magazine campaign and catalogues.

Advertising effectiveness: 25 crop and dairy farmers were interviewed by telephone to understand factors influencing their choice, or potential change of electricity supplier.  A range of ten alternative headlines and images were then developed, and emailed to prospects to review and comment on.  The top performers were used for trade show stands at co-op inhouse days and a major irrigation trade show to target high spending farmers.

Key drivers: Parents of children in year 5 and 6 were interviewed by telephone to understand how they made a decision about which intermediate school to send their child to.  Key messages were defined and then tested in four different media.  The results indicated that two media could be culled, and 40% shaved off the marketing budget whilst we doubled attendance at open days.

Market potential: sleuthing yielded information on segmentation, market size through supermarket and fish and chip shops, and existing publicly available research info for a potato chip manufacturer seeking to expand into the North Island.    Research showed where expansion should begin, in what segments, and who were the appropriate contacts to engage with.  Further telephone interviews were conducted with a specific target segment.  One requested a follow up, and shortly after, another contacted the client resulting in two distribution contracts  in Wellington.
 
Customer satisfaction: telephone surveys were conducted with major customers, and a print survey emailed to B customers. The insight revealed three large customers were rocky and strategies were put in place to improve relationships and retain this significant business.  Independent feedback to staff was pivotal in helping them to understand that a change in product was required.

Brand awareness: a top of mind brand awareness survey among holiday park users revealed only 25% unprompted brand awareness.   Strategies were put in place to improve customers’ understanding of why use this accommodation chain, and to improve referral within the chain.  Annual repetition of this survey showed strategies resulted in a lift to 75% unprompted awareness.

Insight lays a firm foundation for well founded strategy.  Contact us to discuss what insight you would like, and the possible approach.  We also have a team of creative writers, designers and project managers to translate these findings into visually arresting communications material with delicious copy.  Meet our team or see our Creative Showcase.
 

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