Point In Time And Tracking Surveys
Custom Market E-Newsletters
Tracking Surveys are commonly done as part of a continuous quality improvement program and standard’s requirements.
Essential Resources has taken traditional market newsletters and totally reinvented their content and focus. We have turned Newsletters into a business-to-business custom marketing tool designed to shorten sales cycles and reduce the cost of staying out in front of buyers and the competition. E-newsletters have now become a new business development tool resulting in increased demand and sales.
An e-newsletter focuses on the company’s recent advances in a particular product or line of products, even services. Newsletters are produced and e-mailed either bi-monthly or once a quarter. As a direct result, companies typically see increased traffic on the order of about 20-25% to their website. An e-newsletter reduces the need for ads in industry journals and doing direct mail campaigns so the potential savings can be significant.
E-newsletters are also a good way to target smaller operations that may be difficult to reach because of either their size or the cost to reach them. The e-newsletters can also be sent to the company’s sales agents and marketing representatives in its distribution channels, encouraging them to forward it on to their regional prospects and clients, therefore giving the company an even broader reach in the marketplace.
Names used in the effort are usually taken from an internal database of customers, prospective clients and other people who have contacted the company requesting product information.
Qualitative Market Research
Information is gathered from respondents in an open-ended and exploratory way. We lead respondents through a guided conversation, allowing them to answer questions in their own way. This process also allows us to follow-up on topics of interest that arise during the conversation. In short, qualitative market research explores the “how” and “why” of a particular subject area.
- In-Depth Interviews: IDIs are a guided, open-ended conversation with a single respondent. Partners lead respondents through a structured topic guide that addresses key issues of interest to the client. In-depth interviews are appropriate for executives, geographically dispersed groups and people who may not feel comfortable speaking openly with others present such as competitors.
- At Essential Resources the same individuals who design the market research project with you and analyze the results—they also conducts all the interviews.
Quantitative Market Research
Information is gathered from respondents in a more structured format, commonly in the form of surveys or questionnaires but also in a conversational format. Surveys consist of structured questions and mostly pre-defined answer categories, such as rankings, scales, and yes or no responses. Quantitative research helps us understand the “how many” of a subject and then allow us to forecast the results onto the broader target population with a degree of statistical confidence as reported.
- Telephone Surveys: A lot of marketing research is conducted over the telephone. This format is effective for all types of respondents, including business professionals, executives as well as end users. Telephone surveys are the most effective format for most business-to-business marketing research project because it allows the interviewer to fully explore the issues for both quantitative data and detailed qualitative insights.
- Web-Based Surveys: An increasing amount of survey research is now being done over the web. When e-mail addresses are accurate and readily available it is possible to conduct surveys over the web. Potential participants are either e-mailed a survey or an invitation with a link to respond to a survey.
As with all of our areas of expertise, our engagement includes our total project oversight-from questionnaire design through data collection, analysis, reporting of results and client follow-up.