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Casual Articles - The Art of Listening - Market Research Tools That Any Company Can Use
Spiral Binders are known for durability. They are most widely used in blank notebooks. Spiral notebooks prove to be quite handy when you need to take quick notes. Spiral Binders are basic constructions of loose-leaf paper bound by a spring-like wire that runs through the holes along the sides of the pages. These wires could be made of either plastic or metal.Spiral binding is a great way to present documents in a long-lasting and attention-getting way. They are ideal for intensive use and perfect for all environments. They are designed in such a manner that they are able to provide the highest standards of quality for all types of mid-volume binding. Besides notebooks, these are often used for preserving and organizing documents like quotations, product portfolios and handbooks.Spiral Binders have a number of advantages over other types. Firstly, the book will lie flat when open. You can add more pages even after the initial printing. When you want a more robust solution and functionality is a priority then Spiral Binders are used, because this method is ideal for low-quantity orders.The Spiral Binders are available in all sorts of colors, such as red, white, black and many more. Usually the largest spiral holds a maximum of 225 sheets, but you can get one custom-made for yourself that can hold a larger number of pages. There are some smaller Spiral Binders also available, that can hold only up to 150 pages. Most of them are manufactured on electrically operated punching systems. These systems employ i
* Research can increase awareness of ancillary products – Good surveys not only collect data, but disseminate information. As long as it is handled tastefully, you can educate consumers about your company’s new products or services with a survey.
* Research can sometimes reactivate dormant customers - I once helped an industrial services client survey its past customers, ones it hadn’t heard from in over a year. After asking for their feedback on the previous work, we included the following question: “Do you know of anyone, in your company or outside of it, who could benefit from the services XYZ provides?”
The response was overwhelming. In the end, the survey generated over $700,000 in sales from both active and dormant accounts.
The best low-cost market research tools
* One-on-one interviews– This is one of my favorite research techniques. In it, you (or better yet, an outside consultant) sp
The increased demand for qualified IT personal and skilled networking technicians has made the workforce diversity more competitive, as computer training is essential to any company’s growth.Although computer based training is provided by diverse high school nationwide as well as colleges and other educational center, employers consider the need of a better IT training.Technical training for improving soft skills can be achieved easily because of the use of computers in almost any household in the United States and other countries, as well as in all respectable businesses from small-medium to major companies with the latest technologies and equipment.Computer training software is available almost anywhere, allowing people to gain the necessary skills in areas such as accounting and finance, administrative support, business, communication, consulting, selling and customer service, human resources, industrial operation, management, marketing, personal development, networking and safety, strategic planning, technical training and IT training.Computer based training comes in the form of CD-Rom courses, so any individual who knows how to turn on a computer can learn through a diligent application process at home, office or school, and even at Internet cafes.The scope of the deficiency of technical training underscores the need for IT training courses as complementary to any other former education.Other advanced computer skills can be easily acquired with high-quality computer training,
Why research is so important
In the early 1990s when I started my own consulting business, I conducted my own little research survey. I wrote on a piece of paper a 100 word description of what my consulting practice would look like that included 1) The target audience for the practice 2) What these buyers wanted from a consultant and 3) How my practice would be different from others.
Then, I set up coffee appointments with 20 business leaders, and put this written description in front of them. After asking for their feedback, I sat back and listened. Their advice was invaluable. I learned that my positioning, focusing on growing companies without an in-house marketing department, was on target (it remains my positioning today). I also learned that clients like these were less interested in hearing about my Fortune 500 work experience and more interested in knowing how I would help organizations their size.
Because of this research, I believe my company’s marketing ended up being more focused and targeted.
Research can also perfect products
A short while ago, I worked with a major company that was launching a brand new zero-turn radius riding mower. New to this market, the company and I wanted to perfect the product’s design before launching so we organized a series of consumer focus groups. Up to this point, I had been working with the internal design team to develop a product prototype. We were supremely confident that we had designed the right product for the market, and saw the research as a mere rubber stamp for the design. However, when we showed the prototype to the focus group participants, we were shocked by their reaction. Almost every single participant didn’t care for the front end design. “Flimsy” and “breakable” were two words that we heard often, and words that clearly didn’t support the brand’s positioning.
During the next week, we scrambled to redesign the front end and hastily organized a series of one-on-one research interviews with these same participants to get feedback on the new design. In the end, they loved it and, as of this writing, the product has been launched successfully and has contributed significant, incremental revenue to the company. But I shudder to think what might have happened if we had launched the product in its original design, without this research. I’m convinced the product would have bombed, costing the company millions of dollars and tarnishing its reputation.
Research can deepen relationships
Whatever the size of your company, you’ll find that research strengthens the bonds between your company and its buyers. The bottom line is: people like it when you ask for their opinion. Not only will they feel they are contributing to your company’s success, but you’ll learn more about their perceptions of:
* Your company identity
*Your competitors
* New markets and products for your company
Research firm TARP has found that for every person that complains, 26 others don’t. So, if 10 customers have complained recently to your company, another 260 may have held their tongues while turning to your competitors. Properly conducted research many times acts as a feedback machine designed to root out these people’s thoughts.
Other important research payoffs
* Research can reestablish dialogues with long-lost customers – Sometimes a survey is all that is needed to reestablish a dialogue between a company and a customer that feels ignored.
* Research gives people a chance to vent – Sometimes people just want to air out their feelings. This doesn’t mean they will abandon you or your company. To the contrary, they may respect you more for giving them the chance.
* Research can find new growth opportunities right under your nose - A client of mine in the healthcare data industry told me a great story about his company’s market research. It seemed that several years ago, his half million dollar company decided to survey its customers. One of the questions it asked was, "What new products would you like to see us offer?" Of the 90 responses it received, an overwhelming number said they would like to see the company offer market share data. The company moved quickly and within less than a year began offering market share data. The result? His business more than quadrupled over the next two years.
* Research can increase awareness of ancillary products – Good surveys not only collect data, but disseminate information. As long as it is handled tastefully, you can educate consumers about your company’s new products or services with a survey.
* Research can sometimes reactivate dormant customers - I once helped an industrial services client survey its past customers, ones it hadn’t heard from in over a year. After asking for their feedback on the previous work, we included the following question: “Do you know of anyone, in your company or outside of it, who could benefit from the services XYZ provides?”
The response was overwhelming. In the end, the survey generated over $700,000 in sales from both active and dormant accounts.
The best low-cost market research tools
* One-on-one interviews– This is one of my favorite research techniques. In it, you (or better yet, an outside consultant) spe
Everyone needs feedback. People need to know how they are doing in order to be the best they can be. Managers worry about performance -so do those they worry about! Most people want to do a good job but unless they know what they need to change or improve, they may continue to do things the way they have always done them, no matter how ineffective that may be.Most people aren't the best judge of their own behavior. Although well-intentioned and hardworking, they may not be aware that they are causing problems for themselves and others.Giving and receiving useful feedback is difficult- it makes people uncomfortable and painfully aware of being ineffective. If the feedback comes from only one source, it tends to be brushed off as "that person's" bias.One of the best tools for getting around those two issues is a 360-degree multi-rater feedback process. It is an effective way to gather and present information from a variety of sources. When done well, subjects and respondents clearly understand the value of observable behavior and objective input.Be sure to clarify that the process is being done to determine developmental opportunities for a highly valued workforce.Tip number 1: Give specific and objective feedback. People repeat behavior that is acknowledged and appreciated. When it is constructive criticism, it is effective when what is desired is clearly defined.Tip number 2: Choose a fully customizable 360-degree process. The more focused and customized your feedback survey
Because of this research, I believe my company’s marketing ended up being more focused and targeted.
Research can also perfect products
A short while ago, I worked with a major company that was launching a brand new zero-turn radius riding mower. New to this market, the company and I wanted to perfect the product’s design before launching so we organized a series of consumer focus groups. Up to this point, I had been working with the internal design team to develop a product prototype. We were supremely confident that we had designed the right product for the market, and saw the research as a mere rubber stamp for the design. However, when we showed the prototype to the focus group participants, we were shocked by their reaction. Almost every single participant didn’t care for the front end design. “Flimsy” and “breakable” were two words that we heard often, and words that clearly didn’t support the brand’s positioning.
During the next week, we scrambled to redesign the front end and hastily organized a series of one-on-one research interviews with these same participants to get feedback on the new design. In the end, they loved it and, as of this writing, the product has been launched successfully and has contributed significant, incremental revenue to the company. But I shudder to think what might have happened if we had launched the product in its original design, without this research. I’m convinced the product would have bombed, costing the company millions of dollars and tarnishing its reputation.
Research can deepen relationships
Whatever the size of your company, you’ll find that research strengthens the bonds between your company and its buyers. The bottom line is: people like it when you ask for their opinion. Not only will they feel they are contributing to your company’s success, but you’ll learn more about their perceptions of:
* Your company identity
*Your competitors
* New markets and products for your company
Research firm TARP has found that for every person that complains, 26 others don’t. So, if 10 customers have complained recently to your company, another 260 may have held their tongues while turning to your competitors. Properly conducted research many times acts as a feedback machine designed to root out these people’s thoughts.
Other important research payoffs
* Research can reestablish dialogues with long-lost customers – Sometimes a survey is all that is needed to reestablish a dialogue between a company and a customer that feels ignored.
* Research gives people a chance to vent – Sometimes people just want to air out their feelings. This doesn’t mean they will abandon you or your company. To the contrary, they may respect you more for giving them the chance.
* Research can find new growth opportunities right under your nose - A client of mine in the healthcare data industry told me a great story about his company’s market research. It seemed that several years ago, his half million dollar company decided to survey its customers. One of the questions it asked was, "What new products would you like to see us offer?" Of the 90 responses it received, an overwhelming number said they would like to see the company offer market share data. The company moved quickly and within less than a year began offering market share data. The result? His business more than quadrupled over the next two years.
* Research can increase awareness of ancillary products – Good surveys not only collect data, but disseminate information. As long as it is handled tastefully, you can educate consumers about your company’s new products or services with a survey.
* Research can sometimes reactivate dormant customers - I once helped an industrial services client survey its past customers, ones it hadn’t heard from in over a year. After asking for their feedback on the previous work, we included the following question: “Do you know of anyone, in your company or outside of it, who could benefit from the services XYZ provides?”
The response was overwhelming. In the end, the survey generated over $700,000 in sales from both active and dormant accounts.
The best low-cost market research tools
* One-on-one interviews– This is one of my favorite research techniques. In it, you (or better yet, an outside consultant) sp
Shipping has become a commercial enterprise for transferring or transporting of goods, cargoes and other materials from one location to the other through the sea by ships. Shipping is a vital part of the economy not only of certain countries but the whole world as well. Each country has its own standards and policies regarding shipping. For efficiency of shipping, some countries have special naval ships to make sure that the lawful goods will be successfully transported to the supposed location. The "merchant navies", as what it is called are made from tough durable materials to ensure the safety of the goods as they traversed through rough and huge waves. The merchant navies are carriers of international goods intended for shipping.There are various sea vessels involved in shipping. It may include box boats or container ships, bulk carriers, tankers, ferries, cable layers, dredgers and barges. Container ships or box boats for shipping use huge containers to carry loads and cargoes. Savind space is of vital consideration for container ships. Extra big loads are handled through open top containers, platforms and flat racks. Loading and unloading of goods can be done using the right type of cranes. Most of the dry goods transported to different areas of the world are carried by container ships. Diesel engines provide the needed power to keep it going in shipping the goods from one point to the other.Bulk carriers are deep sea vessels for shipping bulk goo
During the next week, we scrambled to redesign the front end and hastily organized a series of one-on-one research interviews with these same participants to get feedback on the new design. In the end, they loved it and, as of this writing, the product has been launched successfully and has contributed significant, incremental revenue to the company. But I shudder to think what might have happened if we had launched the product in its original design, without this research. I’m convinced the product would have bombed, costing the company millions of dollars and tarnishing its reputation.
Research can deepen relationships
Whatever the size of your company, you’ll find that research strengthens the bonds between your company and its buyers. The bottom line is: people like it when you ask for their opinion. Not only will they feel they are contributing to your company’s success, but you’ll learn more about their perceptions of:
* Your company identity
*Your competitors
* New markets and products for your company
Research firm TARP has found that for every person that complains, 26 others don’t. So, if 10 customers have complained recently to your company, another 260 may have held their tongues while turning to your competitors. Properly conducted research many times acts as a feedback machine designed to root out these people’s thoughts.
Other important research payoffs
* Research can reestablish dialogues with long-lost customers – Sometimes a survey is all that is needed to reestablish a dialogue between a company and a customer that feels ignored.
* Research gives people a chance to vent – Sometimes people just want to air out their feelings. This doesn’t mean they will abandon you or your company. To the contrary, they may respect you more for giving them the chance.
* Research can find new growth opportunities right under your nose - A client of mine in the healthcare data industry told me a great story about his company’s market research. It seemed that several years ago, his half million dollar company decided to survey its customers. One of the questions it asked was, "What new products would you like to see us offer?" Of the 90 responses it received, an overwhelming number said they would like to see the company offer market share data. The company moved quickly and within less than a year began offering market share data. The result? His business more than quadrupled over the next two years.
* Research can increase awareness of ancillary products – Good surveys not only collect data, but disseminate information. As long as it is handled tastefully, you can educate consumers about your company’s new products or services with a survey.
* Research can sometimes reactivate dormant customers - I once helped an industrial services client survey its past customers, ones it hadn’t heard from in over a year. After asking for their feedback on the previous work, we included the following question: “Do you know of anyone, in your company or outside of it, who could benefit from the services XYZ provides?”
The response was overwhelming. In the end, the survey generated over $700,000 in sales from both active and dormant accounts.
The best low-cost market research tools
* One-on-one interviews– This is one of my favorite research techniques. In it, you (or better yet, an outside consultant) sp
We have all heard of the tremendous power of visualization - the process of creating a mental picture of what you want as a means of acquiring or achieving something you desire. While it may seem like a lot of metaphysical mumbo-jumbo, I would challenge you to reflect on the goals in your life that you have realized and conclude that visualization was not an important part of the process.We've all done it in the past - think back to something good in your life that you worked for and achieved and you will undoubtedly recall having had a strong mental image of the outcome that served as inspiration and motivation.Create mental images of the things you want to achieve or acquire and bring them to mind several times a day. As part of my personal development program, I have documented what my goals are. I have them stored on my computer, and have a program that causes it to pop up three times a day. At first, I was just reading them, but an odd thing started to happen after about a week. As I read them, I unconsciously brought up the visual image I had created. In my mind's eye, I actually see the ultimate outcome of goals I have set for myself.Another method to use when visualizing is to put yourself in the picture. If the image is of your dream house, picture yourself relaxing in your living room, or swimming in your custom-built pool. Imagine yourself driving your dream car down the road as if you didn't have a care in the world. Apply action to your visions…they will take on a life of their own. Take a
Other important research payoffs
* Research can reestablish dialogues with long-lost customers – Sometimes a survey is all that is needed to reestablish a dialogue between a company and a customer that feels ignored.
* Research gives people a chance to vent – Sometimes people just want to air out their feelings. This doesn’t mean they will abandon you or your company. To the contrary, they may respect you more for giving them the chance.
* Research can find new growth opportunities right under your nose - A client of mine in the healthcare data industry told me a great story about his company’s market research. It seemed that several years ago, his half million dollar company decided to survey its customers. One of the questions it asked was, "What new products would you like to see us offer?" Of the 90 responses it received, an overwhelming number said they would like to see the company offer market share data. The company moved quickly and within less than a year began offering market share data. The result? His business more than quadrupled over the next two years.
* Research can increase awareness of ancillary products – Good surveys not only collect data, but disseminate information. As long as it is handled tastefully, you can educate consumers about your company’s new products or services with a survey.
* Research can sometimes reactivate dormant customers - I once helped an industrial services client survey its past customers, ones it hadn’t heard from in over a year. After asking for their feedback on the previous work, we included the following question: “Do you know of anyone, in your company or outside of it, who could benefit from the services XYZ provides?”
The response was overwhelming. In the end, the survey generated over $700,000 in sales from both active and dormant accounts.
The best low-cost market research tools
* One-on-one interviews– This is one of my favorite research techniques. In it, you (or better yet, an outside consultant) sp
Are you using your time as effectively as you could? If you are handling routine tasks instead of marketing or providing services to customers, you are leaving profits on the table. A Virtual Assistant (VA) may be just what you need.According to Marla Regan of OrganizedTime.com, a certified Virtual Assistant, you can benefit from using a VA for administrative tasks (such as billing), customer contact (follow up or reminder calls), project work (building or maintaining a client data base), or even personal tasks (such as sending holiday cards).You can find a VA through personal referrals--you might be surprised how many of your colleagues are using VA services--or by searching online. Remember that your VA doesn't have to be local. Most services can be provided remotely. Do talk to VA candidates to make sure you are comfortable and can work well together.How much will a VA cost? VAs may charge a monthly retainer, or they may charge an hourly rate or project fee. Ultimately, the question is how having a VA will impact your bottom line. If you are freed from routine tasks and can devote that time to marketing, product development or billable hours, you will see your profits increase.
* Research can increase awareness of ancillary products – Good surveys not only collect data, but disseminate information. As long as it is handled tastefully, you can educate consumers about your company’s new products or services with a survey.
* Research can sometimes reactivate dormant customers - I once helped an industrial services client survey its past customers, ones it hadn’t heard from in over a year. After asking for their feedback on the previous work, we included the following question: “Do you know of anyone, in your company or outside of it, who could benefit from the services XYZ provides?”
The response was overwhelming. In the end, the survey generated over $700,000 in sales from both active and dormant accounts.
The best low-cost market research tools
* One-on-one interviews– This is one of my favorite research techniques. In it, you (or better yet, an outside consultant) speaks directly with your company’s customers, one at a time. Via phone or in-person, you walk the respondent through a standard questionnaire. Each respondent is asked the same questions and the interviews are designed to take less than 30 minutes each. Here are some questions I like to use in these interviews:
* At that time, why did you become a customer of our company?
* With respect to (your industry) what are your biggest challenges you face?
* How did you first learn about our company?
* How does our company help you with these challenges?
* Who are our biggest competitors that you deal with? What are their strengths & weaknesses?
* What are our greatest strengths? Weaknesses?
* What do we do that no one else does in the market?
* What other capabilities or services would you like to see XYZ offer?
* Which of our competitors do the best job of marketing?
* Post purchase surveys – To keep the lines of communication open between you and your customers, administer a quick customer satisfaction survey right after delivering your product or service. It will help your company keep tabs on how well you’re doing with your customers, and can also head off potential problems. Given everyone’s preoccupation with time, I limit my company’s survey to one page. It’s a fax-back survey with just five questions, and 90 percent of all surveys are returned. Here are some questions that can be used in a survey like this:
-What one thing did you like about doing business with us?
-What one thing would you change about our company?
-When you bought our product, what did you really end up with?
-On a scale of 1 to 10, please rate us on the job we did for you.
-What would it take for you to stay with us for five years?
* Networking—These days networking gets a lot of attention as a lead generation device, but I also see networking as a market research vehicle. Next time you, or someone from your sales organization, sets up a networking meeting, identify one piece of research information you’d like to obtain. It could be something about your major competitor (e.g., What do you know about XYZ Company?) or something about your typical customer behavior (e.g., What additional services do you see customers in our market needing?) Gathering vital research information can sometimes be as cheap as a cup of coffee.
* Blogs – Blogs are a great way to encourage dialogues with your market. Savvy marketers are now using blogs to:
-Elicit instant feedback from customers
-Have simultaneous conversations with customers and prospects and
-Facilitate the spread of buzz about your company.
Ever since starting my blog (www.emergemarketing.com/blog), I’ve noticed that it serves as a useful feedback device. I hear from experts far and wide, and dialogues can sometimes break out between them with me as the moderator. If you’re interested in starting a blog, visit http://www.typepad.com/ or http://www.blogger.com/ .
* Customer Clubs – When I was the marketing director at a mattress manufacturer, each quarter we’d host an informal conversation with our customers. We’d invite five to ten customers to our headquarters, and conduct a no-holds-barred conversation with them about our products and marketing. Boy, were they flattered. Over popcorn and soft drinks, we’d show them new product prototypes or share preliminary ad concepts. All of this proved extremely valuable in developing our product mix and marketing messages. Just as important, these customers left the meetings with a renewed feeling of loyalty. We’d cared enough to ask for their input, and most were very appreciative of that. I’d highly recommend customer clubs as a valuable (and cheap) way to gather market feedback.
* Mystery shopping - Used widely by the retail industry, these studies hire an outsider to pose as a shopper at a company’s store. Studies like this help your company identify strengths and weaknesses in the following areas:
** Store appearance
** Service quality
** Selling skills of your personnel
** Product selection
** Pricing
To get the best results for this type of research, hire an outside firm and be very specific about the kind of feedback you’re seeking.
* Usability testing – If your company’s Web site plays a significant role in building the company’s identity, you may want to consider usability testing. Usability testing determines how well users can interact with your company’s website. In a typical we
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