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Custom Research Services
Founded in
1987, P.K. Data provides comprehensive marketplace analyses that allow
our clients to react quickly to critical business situations. Our
approach to competitive reconnaissance and reporting involves a blend of
techniques and tools. Our portfolio of custom research services
includes:
Customer satisfaction
Customer satisfaction tracking
is a mainstay of the marketing research process because of
its tremendous effectiveness as an early warning tool.
Through this process you can properly address such factors
as service levels, discontentment issues, loyalty, and
re-purchase consideration.
Unfortunately, customer
satisfaction tracking is also one of the most widely abused
disciplines, and for two reasons:
First, “tracking” implies
continuous. Testing customer satisfaction just one time can
be misleading: If your customers rate you a ‘3’ on a
10-point scale, that’s pretty bad—unless you were a ‘1’ last
year, something you wouldn’t know unless you repeated the
effort annually.
Second, you must act on the
results. P.K. Data has considerable experience in helping to
develop market remediation plans that can effectively
address both the short- and long-term action steps to
improve your marketplace posture.
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Attitude and
usage studies
Attitude and usage (A&U) testing
typically answers such consumer questions as:
"What brand are you
currently using?"
"How much do you use?"
"What other brands have
you tried?"
"What other brands do you
know?"
"Why haven’t you tried
this brand?"
"How much would you
expect to pay?"
"Where would you expect
to shop?"
A well-designed A&U test is an
excellent tool for tracking share of mind, as well as
providing the reasons why a brand is flailing. It can also
provide an early read on price sensitivity, purchase
drivers, and channel preference.
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Advertising
effectiveness testing
Every year the complexity and
cost of consumer advertising continues to increase. Never
before have there been so many media options… and yet the
stakes are higher than ever.
Further complicating the issue
is the geography of the media placement. Rarely does it make
sense for most consumer products manufacturers to run full
national campaigns. Thus market selection becomes a key
component of the media plan.
P.K. Data has a long history of
conducting pre/post campaign tests for its clients. But just
as importantly, we also have the ability to help you select
the test and/or rollout markets based on your target
audience, market category development, and relative cost
efficiency.
Our market-level database of
consumer demographics, lifestyle factors, and purchase
behavior is very comprehensive, thus assuring the most
optimized media ROI.
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Website surveys
While a growing percentage of
marketing dollars is spent on Internet strategies, most
companies do not evaluate the effectiveness of their
websites in meeting the needs of their consumers. Who is
visiting their site? What were they looking for? How
satisfied were they with their site visit experience? P.K.
Data website surveys can give you the information you need
to continuously improve your site’s content and graphics.
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Online research
P.K. Data maintains its own
separate website specifically for conducting online research
among your customers or prospects. Online research is fast
and extremely cost-effective. It is frequently the preferred
solution for continuous tracking studies as well as
short-term surveys. |
