CASE STUDY:

Technology Manufacturer Faces Budget Crisis

Background: A technology manufacturing company was facing the worst fiscal climate since they were founded 20 years earlier. All departmental budgets were being cut and Market Research was no exception.

Objectives: How to conduct their annual customer satisfaction study that had become a cornerstone of their ongoing market strategy. This study was typically done over the phone with more than 2500 respondents around the world.

Challenges: Even though executives across the company acknowledged the importance of this study, the search budget would only provide enough funding to speak with half the number of respondents traditionally interviewed.

Solution: By reaching out to their entire customer base with e-mail invitations for an online study, all customers could be invited to provide their feedback within the new budget restrictions.

Results: More than 3000 interviews were completed online, and the entire project, including planning and statistical analysis, was executed at a significantly lower cost than what they were expecting to pay for a smaller sample over the phone.

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"…instant credibility when working with groups of corporate IT decision makers…"

Todd Ervin
Market Research Manager
Wireless Telecommunications Provider

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