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Why is Research Important?

Why is Research Important?. Image Source: Presres.com. You’re flying blind without it. Gives a baseline snapshot of consumer perceptions toward your “brand,” product or service. It’s a stepping stone on the path toward long-term, strategic success BECAUSE…

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Why is Research Important?

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  1. Why is Research Important? Image Source: Presres.com

  2. You’re flying blind without it.

  3. Gives a baseline snapshot of consumer perceptions toward your “brand,” product or service.

  4. It’s a stepping stone on the path toward long-term, strategic success • BECAUSE… • You have to understand where you stand in the industry before you decide where you’ll go…and how you’ll get there.

  5. Who Comprises the Research Universe? • Customers • Non-customers • Potential customers • General public • Opinion leaders • Stakeholders • Employees • Users • Non-users

  6. Your Customer is Changing The only thing constant is CHANGE! • Increased competition for travel dollar • New ways to communicate • Changing expectations of tourists • Different avenues for receiving information How does your company “cut through the clutter” and entice your customers?

  7. SP&R Research Refined Combination of Science and Art • Quantitative Numbers Capture and track consumer behavior • Qualitative Analysis  Gather qualitative customer feedback on products and services • Our Expertise gathering and analyzing data in a way clients can understand and use

  8. Preference for “traditional” vs. “non-traditional” summer break varies…

  9. Case Study: South Central PA Client Promoting Commuter Options in the Region • (WHAT) Research Objectives: Give client a “baseline” snapshot of the public’s: • Commuter travel habits in the region. • attitude toward traffic and impact of rising gasoline prices. • customer satisfaction levels (of members). • (WHO) Research Design: Two-prong • Probability-based sampling (survey w/ general public) • non-probability-based sampling (survey w/ members)

  10. Continued… • (HOW) Research Technique:     • To general Public: Telephone surveys • To Members: Both telephone and Internet/web-based surveys (Promoted in advance with “gift” incentive for participation) • (WHY) Reporting/Analysis: • Written summary of key findings and executive analysis • PowerPoint presentation of results to staff and board of directors of all regional transit and commuter organizations

  11. Complete List of SP&R Research Services What it is… What it means… • “Live” Telephone Polling • Automated/IVR Telephone Surveys • Web/Online Surveys • Focus Group Research • Team of survey agents—conducting public opinion polls, consumer trends, customer satisfaction surveys. • Respondents reply to prerecorded series of questions by touching telephone keypads. • We program the software, then respondents are emailed a link to participate or guided to company’s website. • Gathering descriptive qualitative data.

  12. Research can be an affordable, customizable service that works with ALL budgets.

  13. …And it usually pays for itself in terms of ROI within the first two years!

  14. WHAT IT COMES DOWN TO IS THIS…

  15. ANYBODY CAN ASK QUESTIONS…

  16. ARE YOU ASKING THE RIGHT QUESTIONS?

  17. ANYBODY CAN FIND PEOPLE…

  18. ARE YOU FINDING THE RIGHT PEOPLE?

  19. WHEN YOU GET THE ANSWERS…

  20. DO YOU UNDERSTAND HOW TO INTERPRET WHAT PEOPLE ARE TELLING YOU?

  21. WE DO. INFORMATION IS POWER…KNOW HOW TO HARNESS IT, ANALYZE IT AND USE IT TO BETTER YOUR BUSINESS.

  22. For a free consultation, or to discuss services and pricing, contact: President, Jim Lee, james@susquehannapolling.com Manager of Corporate Affairs, Sarah Blaisdell, sarah@susquehannapolling.com Or call: (717) 233-8850 Find Us. www.susquehannapolling.com @SusquehannaPR sprblog.wordpress.com

  23. Thank you. Compiled by Sarah Blaisdell, Manager of Corporate Affairs

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