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Market Research Examples
Case 1 - Paper manufacturer, salary survey
This manufacturer has an ongoing staff retention issue in its semi-skilled and skilled labour force due to a regional shortage of staff who move companies to achieve pay increases. In order to prevent staff loss and as part of an overall pay review, a survey was undertaken to benchmark specific job titles and their pay and benefits package within a specific geographic area. Case 2 - Timber harvesting firm, customer, supplier and contractor survey. Facing a challenge to its central business from cheaper imports, this firm needed to quickly assess the impact of this threat to its business. We contacted a cross section of mill customers, the contracting firms who harvest timber, timber growers and haulage contractors to assess the real impact of the imports to the market and to take a forward view of its likely effects. Case 3 - Specialist footwear manufacturer, survey of retailers. Faced with a declining market share, this manufacturer needed to quickly find out the source of the problem. A survey was undertaken with retailer’s footwear managers to enquire about the product design, product quality, point of sale material, ordering and delivery, service from reps and training support. The survey compared the firm’s performance in all of these areas against the performance of its competitors resulting in clear actionable points. Case 4 - Tourist attraction, visitor survey A large Lake District Tourist Attraction requires a detailed knowledge of its visitors through different stages of the year. A survey is undertaken every month throughout the year to find out what marketing activity is having the greatest impact, where people are travelling from, group composition, who in the group influences visit decisions and how much they spend. Postcodes are used to apply geo-demographic analysis, which usefully profiles visitors so that new market development and can targeted appropriately. |