Even small businesses need some form of market research. . . Market
Research will the customer to your business
through information. Use it to identify marketing opportunities and problems,
evaluate marketing actions, and monitor marketing performance.BITTMAN MARKETING
GROUP has developed powerful information
gathering tools such as surveys, satisfaction research,
customer profiling, location studies, and mystery shopping
for many clients.
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Research, such as focus group testing, can give you valuable insights into the appeal—or lack of
it—of your offer. It uncovers why people feel the way they do about certain issues
and how those feelings influence their behavior, opinions, attitude, and perceptions.
Focus groups last 1 ½ to 2 hours and a trained moderator guides the discussion. Today we
also have online focus groups, which run the same length of time and use a moderator. The
advantage of online sessions is that geographic location is no longer important and
transcriptions are available immediately upon completion.Another example is a Mystery Shopper Study. These studies generally take place before a training session.
Trainers gain insight on specific areas that need attention before training. Mystery
Shopper Studies are a cost-effective way to: increase business, improve customer contact,
enhance customer satisfaction, increase referral business, improve employee morale,
enhance employee productivity, and implement an ongoing method of positive reinforcement
toward customer relations.
Example:
Before you commit to the major expense of
hiring a new sales staff or person, why not test a new product or territory by obtaining
feedback through a survey of existing customers.
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