Customer/Client satisfaction research measures how pleased customers are with both the products or service they are purchasing and with the level of customer and sales service they are receiving. Creating and maintaining loyal customers should be the goal of every business and organization. Customer satisfaction research helps in identifying areas that could be adjusted to improve retention and stimulate future sales volume.
New Product/Service Development
With applications such as concept testing research, smart companies avoid making costly mistakes for a relatively modest investment. New product/service development research identifies whether line extensions will cannibalize current sales, the potential customer likelihood of purchasing or recommending the product or service, and the perceived advantages and disadvantages from the perspective of the user.
Awareness research seeks to highlight whether targeted audience has identified a product or service in a general category. Research generates feedback on marketing communication effectiveness and positioning.
Trial research seeks to test whether individuals have actually purchased the product and gained some feedback from their experiences. This research is important in identifying competitors and substitute products.
Usage research seeks to identify how often audience buy products or services. This research identifies demographic, heavy and light users and further allows the target market to be developed.
Retention studies ask respondents about their level of loyalty to products or services. Results allow for strategic planning in terms of forecasting sales, as well as evaluating the effectiveness of current customer relationship management efforts.
Human Resource Management
HRM research and consulting services have a number of applications to increase cohesion and efficiency within an organization. Managers can identify how effective their employees and processes are within the work setting. Employees are able to express sentiments about HR issues, the communication channels within the organization and express potential concerns without the threat of job security.
Advertising effectiveness research points out the impact of a marketing campaign or promotion. It generates customer feedback on the potential increase in brand awareness as a result of the advertisement exposure. It also measures the influence the ad has made upon brand perception, the impact of the ad’s creative elements, and the consumer’s potential increase in purchase intent.