Find Out What Survey Is Right For Your Organization
Quantitative methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques.
Customer acquisition surveys identify the most efficient and effective ways to acquire new customers based on needs, preferences and interests of a target market – as well as the most appropriate channels and messages to reach each target market. These studies frequently include questions to identify the relative appeal and impact on acquisition based on different marketing messages. They typically also include channel preference to identify how to reach different types of potential customers, and the most compelling messages to different types of potential customers.
Market segmentation surveys identify meaningful consumer segments with who share product and service needs, wants and preferences. This information is gathered along with other characteristics. Additional information about channel preference and message appeal provides insight for developing targeted marketing activities using different channels and different methods to reach different segments. Market segmentation can also be used to prioritize which segments are most likely to include consumers who are most likely to switch to a company, as well as which segments are most likely to consider switching to a competitor, and why.
Customer retention surveys identify what is most important to its customers to ensure that a company delivers what its customers want, need and expect most. Special attention must be given to understanding customers’ expectations and whether they are being met or exceeded. The research must identify dissatisfied customers who can be addressed through a customer retention program, as well as measure why customers leave. These surveys typically model the attributes that are most (and least) likely to appeal to current customers.
Advertising surveys identify the potential impact of selected advertising executions and messages in terms of appealing to consumers’ personal and higher order values, as well advertising effectiveness in terms of: 1) realism; 2) entertainment; 3) relevance; 4) brand image reinforcement; 5) informational content; 6) purchase intent; and 7) holding consumers’ attention. These surveys serve to identify the most effective content, messages and images. These studies can also provide suggestive insight into ways a winning campaign can be improved prior to the launch of a marketing initiative to help ensure its success.
Conjoint analysis surveys identify the relative weight of factors, and factor levels, for developing optimal product and service offerings. Several types of conjoint analysis exist, including: 1) choice-based conjoint (CBC); 2) adaptive conjoint analysis (ACA); 3) discrete choice; 4) self-explicated models; and 5) hierarchical Bayesian analysis. Conjoint analysis is a particularly effective way to identify optimal was to bundle product and service offerings comprised of different attributes. Attributes, and attribute levels, are used to identify share of preference for selected product and service bundles. It can also be used to quantify brand equity when the brand name is included as one of the attributes.
Concept testing identifies how people interpret ideas related to a new product or service to test its potential success. It is used to get direction and guidance to communicate key benefits, uses, packaging, advertising and pricing. Concept testing can be used to provide “proof of concept” for new products, product changes and upgrades. Depending on the phase of development, concept testing can be used in an exploratory and confirmatory context.
Brand tracking surveys are designed to measure the relative awareness, reputation and loyalty toward a brand are called tracking studies. They are commonly administered at regular intervals, or just before and just following an advertising or marketing campaign. Common metrics include advertising share-of-voice, unaided awareness, brand differentiation, brand consideration and future purchase intent. Brand tracking surveys can also be used to evaluate the attributes that contribute toward, and detract from, brand loyalty and brand equity.
Service quality surveys identify how current and prospective customers rank a company or brand based on key dimensions. These dimensions include: 1) tangibles, which include the physical facilities, equipment personnel and communications; 2) reliability, which includes the ability to perform and promised service dependability; 3) responsiveness, which includes evaluations of the willingness to help customers and provide prompt service; 4) assurance, which includes the knowledge and courtesy of employees and their ability to build trust with customers; and 5) empathy, which is the care and individualize attention a company’s employees provides its customers.
Customer satisfaction surveys provide an approach to measure customers’ state of mind about a company and its products and services when their expectations have been met, exceeded, or fallen short. Satisfaction scales can be bipolar scale (ranging from satisfied to dissatisfied) or a unipolar scale (ranging from high satisfaction to low satisfaction). In addition to direct measures of overall satisfaction, other measures include: 1) confirmation or disconfirmation of expectations; 2) performance evaluation of the product or service; 3) emotional measures of satisfaction; and 4) willingness to repeat purchasing behavior.
Consumer needs analysis surveys identify customers’ needs to provide in-depth understanding of markets and customers. These surveys can be used in a variety of product and service management contexts. A common approach includes a means-ends analysis, where a purchase decision are conceptualized as a means to a valued goal. The key to a successful consumer needs analysis is to uncover the positive and negative associations toward the product or brand, and why the characteristic is viewed that way. Ultimately, the research is used to identify the most effective way to position a product or brand consistent with consumer demand.
The most common use of consumer attitudes surveys is to predict behaviors, such as intention to purchase a product or brand. Attitude research can be conceptualized into two parts, including attitude direction and attitude intensity. Attitude questions are frequently asked in terms of like or dislike (direction), and strength of intensity in terms of strongly feelings, moderate feelings, or weak feelings (intensity). These types of questions are typically applied the multi-attribute attitude surveys that focus on many different dimensions of a product or brand.
Campaign Evaluation Surveys (ROI)
Campaign evaluation surveys identify the reach and impact of a marketing or advertising initiative. In some cases, surveys are administered pre- and post-campaign to look for changes in consumer awareness over time. Other times, surveys are administered post-campaign. Instead of looking for changes between the pre- and post-campaign surveys, the post-campaign design looks for the reach of the campaign (how many respondents recall reading, seeing or hearing any ads on behalf of a product or brand), and then differences for key performance indicators (KPIs) are compared between respondents who recall the ads on behalf of a product or brand and respondents who do not recall the campaign. Some common key performance indicators include top-of-mind recognition, reputation, important brand attributes and likely future purchase intent. Differences between advertising channels can also be evaluated, as well as differences in campaign performance among different demographic groups or market segments. Collectively, this information can provide feedback on the performance of the campaign and return on marketing investment.
Strategic Image Surveys
Strategic image surveys are designed to identify the competitive position of a particular company or organization among its current and prospective customers. These surveys generally attempt to capture key performance indicators, including top-of-mind, unaided and aided awareness for a company (and its major competitors), reputation of a company (and its major competitors), brand differentiation for a company (and its major competitors), likely future purchase intent for a company (and its major competitors), Net Promoter Score among users of a company (and its major competitors), exposure to advertising for a company (and its major competitors), barriers to using a company (and its major competitors). Other topics of interest are frequently added to this basic question set, but the overall purpose is to understand the competitive position of a company or brand, and how it can be further differentiated in a meaningful and impactful way.
The following is a partial list of areas where we have significant quantitative research experience and expertise:
Probabilistic sampling and multi-mode design.
Exploratory and confirmatory questionnaire design.
Complex weighting (RIMS).
Controlling for latency, primacy and context effects.