Our partner, CorCom, Inc. has completed hundreds of marketing research projects and interviewed tens of thousands of participants. Most surveys include 10-40 custom-designed key questions, including demographics, rating questions, open-ended verbatim comments, rankings and other types. Reports typically include a PowerPoint summary and an online dashboard (interactive top line report, crosstabs and verbatim comments). CorCom employs a team of professional, highly-trained research interviewers, many of whom have worked with us for years for dozens of different clients and related survey topics. While every project is unique, we typically focus on these primary research tools.
The Snapshot Survey is a fast, affordable decision-making tool for discovering trends and insights. It can provide directional feedback from customers, prospects, media, end-users, community residents, stakeholders, employees and many others. It has been successfully used by hundreds of companies to improve marketing, sales and management effectiveness. The Snapshot Survey is interviews of 10-15 custom-designed questions, with 2-3 open-ended questions. The fieldwork takes a couple of days to 1-2 weeks, depending upon availability of target audiences.
If you have access to, and a relationship with, your target market through online channels, online surveys are effective and economical tools. As with phone surveys, online surveys are best for attitude, awareness, opinion, tracking and related surveys—but can also present pictures and other graphics. Sample sizes can range from as small as 50 to several thousand. Typical consumer surveys range between 300 and 1,000 completed interviews.
Often, the best way to reach your target market is by phone, because other approaches are inadequate and don’t provide a representative sample. Phone surveys are best for attitude, awareness, opinion, tracking and related surveys. They also allow brief one-on-one interaction with each respondent. Sample sizes can range from as small as 50-100 to several thousand. Typical consumer surveys range between 300 and 1,000 completed interviews.
Sometimes, the best way to reach your target market is to go where they happen to be spending part of their day (venues, malls, events, etc.). Intercept interviews are an excellent tool for asking questions and showing pictures or models, such as ad concepts or new product ideas. Most intercept interviews include 10-40 custom-designed key questions, including demographics, rating questions, open-ended verbatim comments, rankings and other types. Sample sizes can range from as small as a few dozen to several hundred. Some questionnaires can be designed as pass-out surveys to boost response rates.
A focus group is an organized, facilitated discussion between 8 to 12 people gathered around a conference table. The groups are typically led by a moderator—someone who has prepared a number of questions ahead of time and manages the group dynamics. Many focus groups are held at special facilities with one-way mirrors where you can watch what people have to say about your products, services, billing and a host of other issues. Groups do not have to be held at special facilities. Conference rooms, hotel meeting rooms and other locations can work just as well.
Some of the advantages of a focus group include:
- Depth of insight you can’t easily get from other research techniques and hear people talk about things in their own words.
- Allow you to physically show a product, ad or concept that participants can “touch” and interact with directly.
- Better understand consumer preferences, perceptions and behavior about a product category and obtain impressions about the new concepts of products.
- Generate new ideas about older products, test material for advertisements and develop a creative concept.
- Secure impressions about prices. and see the first reactions of consumers to specific marketing programs.
- Interpret results previously obtained from telephone or mail surveys or conduct internal research with employees to learn what they think about new benefits packages or upcoming changes.