The following scenarios, based on actual projects, show how market research can be used to address different issues. 1. Customer Satisfaction 2. Changing Customer Needs 3. Product Positioning 4. Purchasing Behaviour 5. Concept Testing 1. Customer Satisfaction Issue: A distributor discovered that some of its customers started to express their dissatisfaction with its service. A few major accounts had begun to order less than before. The company was unable to precisely pinpoint the source of the problem. Outcome: Personal interviewing of key accounts and a national survey accurately identified customers' concerns and poor service experiences. Research revealed how improvement could be made. Findings also pointed out market opportunities for new products and new services. 2. Changing Customer Needs Issue: In addition to informal feedback through conversations and meetings, management of an annual trade show needed a systematic way to help manage the changing requirements of its exhibitors. Outcome: An annual survey of exhibitors was initiated. Over time, based on research results, show management was able to anticipate and successfully meet the needs of the exhibitors. It created a win-win situation. Exhibitors, in return, displayed tremendous support of and satisfaction with the trade show. 3. Product Positioning Issue: A manufacturer needed to assess whether or not its strategy of relying on dealers to push their products to consumers, by offering dealers attractive wholesale pricing, was effective. Outcome: A first-ever survey of dealers indicated that the strategy was not working. Findings suggested that dealers had their own product positioning tactics at point of sale. A product with a low wholesale price was sold to consumers as a discount brand of low quality. Research pointed out how different variables should be managed so that dealers would sell a line of products consistent with a positioning strategy that the manufacturer wanted to implement. 4. Purchasing Behaviour Issue: A vendor of technology products could not get a firm grasp on the purchasing behaviour of users in a particular market segment. Critical information on channels used, selection criteria and feature preference was missing. Outcome: A survey of users in this segment yielded much needed information on different aspects of product selection and purchasing patterns. In addition, research generated sensitive competitive intelligence. Using research data, the vendor was able to develop distinct strategies to successfully address this segment. 5. Concept Testing Issue: A provincial lottery corporation was introducing a series of new games (products), and was developing a series of TV commercials to support the product launch. Different creative copies of the commercials had to be tested. Outcome: Focus groups of game users and non-users were held. Research results resolved issues on message clarity, appeal and effectiveness. Findings helped the corporation to select those TV commercials that had the greatest impact. Top of page Mission | Service | About Us | What's New | Articles | Contact | Home