The Business Research Company Understand Consumers

The Business Research Company Case Study- Corporate Customer Survey for a European Utility Copyright TBRC Business Research. All Rights Reserved.2 Faced by a high churn rate in its most profitable corporate customers, a small European utility wished to understand its customers’ perspectives and requirements better. The client wanted to understand attitudes to: Control and power management Technology interfaces Customer support Loyalty bonuses and incentives Pricing Billing Requirement Methodology Client Benefits and Feedback TBRC delivered the following to meet the client’s needs. A detailed quantitative and qualitative presentation on the findings of the satisfaction survey. Full summaries of all interviews. Strategic advice relating to: Customer interface portals. Sales and marketing approach. Simplifying loyalty schemes. Solution On the basis of this research and other findings the company decided to make significant changes in structure to increase focus on its corporate customers’ demands, TBRC suggested a customer satisfaction survey with the following parameters. Interviews and focus group discussion with key executives from 20 of the company’s 40 largest clients in its home market. Interviews conducted by phone, online (for focus group) or face-to-face wherever feasible, and in local language where required. Open-ended discussions with expert interviewers. (I would suggest replacing this with “In-depth interviews with industry experts”)

The Business Research Company Case Study- Office Equipment Company Client Survey Copyright TBRC Business Research. All Rights Reserved.3 One of the world’s largest office equipment companies wanted to know more about attitudes to buying office equipment in leading companies, in the US including the following. Which equipment types were of most interest to purchasers? What features were purchasers looking for? How were spending patterns likely to change in the next three years? Attitudes to the company and its competitor’s brands. Requirement Methodology Client Benefits and Feedback TBRC delivered a detailed report covering: Drivers and restraints of different equipment categories. Increases and decreases in equipment budget. Brand attitudes and opinions. Results were broken down by geography and sector of respondent to highlight differences. Solution Information from the report influenced: Sales strategy and investment by geography. Inputs into the product design based on feature feedback. Media coverage based on survey results. A questionnaire was designed in close collaboration with the client. Surveying and routing were designed using proprietary software. Large in-house databases of CIOs and purchase managers globally provided the panel for the research. Our Market Research Society -trained interviewers used their expertise in interviewing senior level business professionals, c-level executives and technicians. The client was able to track the project’s progress in real time through an online portal. Data analysis was conducted in-house and presented to the client.

The Business Research Company Case Study- Full Time Engagement for a Consumer Company Copyright TBRC Business Research. All Rights Reserved. 4 The Investor Relations head of a global drinks company wanted ongoing support for producing internal and external reports and presentations. Work included: Presentations on the company Research for internal and external presentations on the company’s products, customers and markets. Analytics on consumer surveys and panel feedback. Press and social media response tracking. Requirement A consultant was assigned to the project on an Full Time Equivalent (FTE) basis. The consultant was chosen for their intelligence, strong communications and good knowledge of the consumer markets. An MBA finance with 3 years research experience who also had a strong understanding of company financials was selected. At the start of the project, the consultant spent two weeks on-site with the client to fully understand the need. The Consultant was supported by an manager to help them utilise superior research processes, analytic frameworks and to drive the client’s output. Methodology Benefits and Feedback The research and findings were delivered to the client as a: Analyst presentations Draft press releases Financial Benchmarking studies Product portfolio comparisons Consumer feedback studies Solution The engagement allowed the client to improve the volume of presentations and releases for its clients. the media and investors. Closer tracking of social media and press response fed back into the company’s investor relations practices.

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