CLIENT SPOTLIGHT

SRA Research Group had already done some work for UM/Sylvester, so when it came time to hire a market research firm to conduct pre- and post-campaign community attitude research, selecting them was a natural. And I couldn't have been more pleased with the results.

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The North Pole Collection Center

SRA 's involvement in the North Pole Collection Center was extremely rewarding for all of us.

Donations were generous! In the weeks before Christmas, our office was piled high with personal care items, household goods, toys, games, clothes, CD players, shoes, gift cards, and even a few decorated Christmas trees.

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Viva la difference!

Effective moderators must fully understand the project and its objectives, be skilled at probing, and have the ability to help respondents relax. Some believe that a moderator must also “mirror” the background of respondents to get them involved and feeling free to talk about what they know. We have found, however, that this is frequently not the case. In our experience, moderators who reflect a difference can often glean greater insight.

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The Shelf Life of Market Research

You've clearly defined your objectives, applied the most appropriate methodology, conducted sound and unbiased research, and have the report that details the findings and implications in hand. Now what? An organization will benefit from market research only if the results are used before they become irrelevant. Yes, market research does have a shelf life.

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You and your customers -
Do you really know each other?

What do you really know about the people who buy and use your products and services? Of course, you know one very important thing – that among all the companies vying for their business, yours was the company they choose. That certainly should give you reason to congratulate yourself. But, is it enough? Unless you know what motivated them to select your company, and what would motivate them to switch to someone else, you are on very thin ice, indeed.

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Performance Management

Managing for performance has long-been used as a correlation of salary or bonus pay. Performance is weighted against customer satisfaction and loyalty as a way of motivating employees and increasing the company's responsiveness to its customers. To do this fairly, however, companies must be able to accurately measure one factor against the other.

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Jargon busters on the move

The SRA Connection regularly covers the language of market research and how it can often seem like a foreign language. Last time, our jargon busters were “editing” and “validation.”

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