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"How did we do?"
Feedback on the success of branding, product development, and marketing is essential to assure optimum return on these expenditures.
To increase the likelihood that resources will be well-spent, we evaluate marketing results - what actually takes place.
We evaluate the experiences of people who buy the product - their psychographics and demographics, their purchase influences and influencers.
And we look at why the rejecters did not purchase.
We measure customer satisfaction against expectations and against the competition.
We benchmark quality, fit and demand.
We track the competition, and we benchmark indicators of customer satisfaction, loyalty, and relationship.
Our objectives in these studies are to validate and improve what has been done - to provide insights for continual improvements based on what matters to the customers and what differentiates the brand.
The results of these studies are used to improve or reposition products, to refine channel strategy, to adjust expectations or revise marketing strategy, to calibrate expectations.
Case Studies
Industry: Residential Construction
Client: Home Construction & Remodeling Company
Survey Type: Customer Expectation and Satisfaction Feedback
| Question |
What kind of word-of-mouth sentiment is generally expressed about our product? |
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| Solution |
An online study with home remodelers and people in the building/construction trade provided feedback on expectations and experiences with the Client's products. Clickin developed a satisfaction index to provide the company with a benchmark measurement. |
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| Results |
Clickin helped the Client to calibrate their plans to advance to the first tier in their industry, as well as identified opportunities for refining their market position. |
Industry: Retail
Client: Large Convenience Store Chain
Survey Type: Delivering on the Promise
| Question |
Do our clients agree with our management about how our employees and stores deliver on our brand promise? |
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| Solution |
Using store surveys a sample of retail locations were selected for feedback. Customers at those stores responded by touchtone phone and online surveys to provide their feedback. |
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| Results |
Results were analyzed for each store, specific market segments, and the company overall - to identify customers' opinions about consistencies and inconistencies in the execution of the brand promise. Competitive forces were assessed, and the most critical issues for remediation were identified. |
Industry: Clothing
Client: Work Wear Clothing Manufacturer
Survey Type: Get Dressed
| Question |
Abundant products, many labels and the two brands of one company served a three-tiered market in work wear. The company wanted a basic usage, attitude, and behavior assessment but also wanted to know how their brands, labels and products were perceived - relative to the competition - in each market tier. |
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| Solution |
An online study was conducted with people who buy and people wear their products to provide feedback on expectations and experiences with the Client's products. Clickin developed usage, attitude and behavior indices to provide the company with measurement benchmarks. |
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| Results |
Clickin identified the sweet spots in each market tier, as well as the opportunities for marketing campaigns to address customer groups who were down-scaling and those who were upgrading across brand tiers. The results were used by product managers to work with their advertisers and train the sales force. |
Industry: Beverages
Client: Industry Group
Survey Type: Beverage Diary
| Question |
What differentiates the motivation of a consumer purchasing beverages in a c-store versus a fast food restaurant or grocery store? What channel insights can drive promotional strategies? |
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| Solution |
Clickin assembled a panel of shoppers for a 10-day diary or out-of-home beverage purchase and consumption. Panelists kept their diaries using their own cell phones, making an online connection or call after each purchase. |
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| Results |
Motivational categories were defined for out-of-home beverage purchases and differentiated by channel, providing insights for the development of promotional campaigns in the convenience retail channel. |
Industry: Publications
Client: Trade Magazine and Information Group
Survey Type: Audience Readership Survey
| Question |
Who is our print and online audience? How do readers perceive our publications compared to the competition? Which readers are most influenced by advertising messages we carry? |
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| Solution |
Clickin assembled a panel of readers for monthly feedback to the writers and conducted a readership survey. |
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| Results |
Market intelligence was used to develop a competitive position, create marketing collateral, and provide input to both the editorial and sales staff. |
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