Residential Living Facility Feasibility – Case Study

This blog post is a summary of a recent project completed by Research & Marketing Strategies, Inc. (RMS).

Background: An organization aiming to offer residential living services in New York State recently partnered with Research & Marketing Strategies, Inc. (RMS) to conduct feasibility research. The client wanted to better understand the primary market area (PMA) and identify whether it is feasible to open a facility in the proposed location. The market research objective was to provide decision-making insights needed to determine whether there is sufficient demand for an adult home at the location.

Approach:  To identify demand in the PMA, the RMS Analytic team used secondary research to assess the defined PMA demographics. This included population growth in the targeted age group, gender, marital status, income, and current housing information. RMS reviewed industry trends for like facilities and incorporated those findings in the final report to determine how they will impact the facility. RMS also obtained state provided occupancy rates for similar complexes in the PMA.  To assess supply in the PMA, the RMS Analytic team completed a competitive assessment which provided competitor information such as service offerings, rates, private pay information, and occupancies. Fieldwork lasted approximately two weeks. Following the data collection and analysis period, a comprehensive report was delivered to the client, which included a visual dashboard of the findings, as well as next steps and recommendations.

Results: Here are some highlights of the study’s findings:

• Within the PMA, the general population size is not expected to change significantly over the next five years. The number of households is only expected to increase by about 1% over this time period. Of interest is the fact that the population age 65+ is expected to increase by approximately 15% over the next five years.
• The median age for the PMA has been increasing for the past 16 years. Those between 65 to 74 years old are expected to see the largest growth over the next five years, with a nearly 19% increase.
• The typical adult home unit was defined for the client, to provide insights during the facility layout development phase. The standard configuration among competitors was defined, as was the known layout information for the spaces within the facility beyond the living space (such as common areas, dining halls, and recreation spaces). Key amenities for the living space as well as other locations within the facility were identified to provide key daily life enrichment information.
• The RMS Analytics team indicated the number of competitor facilities in the PMA, and specified the total number of operational beds as well as occupancy rates.

RMS is a full-service market research firm located in Syracuse, NY. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com.

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Circular Advertisement Usage – Case Study

This blog post is a summary of a recent project completed by Research & Marketing Strategies, Inc. (RMS).

Background: A national retailer recently partnered with Research & Marketing Strategies, Inc. (RMS) to conduct consumer usage research. The client wanted to better understand consumer perceptions, receipt, use, and sales drivers of circular advertising. The market research objective was to provide decision-making insights needed to determine usage, as well as whether circular advertisement preferences vary by market.

Approach: To identify consumer usage and preferences regarding the store’s circular advertisement, the RMS Analytic team developed an online survey consisting of approximately 20 questions. The RMS Analytic team administered the online survey to the in-house research panel, RMS ViewPoint. Only panel members who matched the screening criteria and geography of interest were invited to participate. Fieldwork lasted approximately one week. Following the data collection and analysis period, a comprehensive report was delivered to the client, which included a visual dashboard of the findings, as well as next steps and recommendations.

Results: Here are some highlights of the study’s findings:

• Within the PMA, a majority of respondents choose where to shop based on the proximity to their home.
• Survey respondents indicated that the client was the most preferred retailer among their competitors.
• When respondents think about the retailer, they think “convenient” and “clean.”
• Respondents primarily learn about sales through printed circular advertisements, and they look at them weekly.
• Survey respondents prefer holiday versions of the circular advertisements for Christmas/Hanukkah/Ramadan/Kwanza, Halloween, Valentine’s Day, and Thanksgiving.
• Results pinpointed the sections of the advertisement which have the most impact on a respondent’s decision to shop with the retailer.
• A large majority of respondents would still shop with the retailer if the circular advertisement were no longer offered in print. They would be comfortable reviewing the circular via email, in-store, or on the retailer’s website.
• Areas of opportunity where the retailer can improve the circular advertisement were identified, informing the next evolution of the circular.

RMS is a full-service market research firm located in Syracuse, NY. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com.

 

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Transportation Client Satisfaction Case Study

This blog post is a summary of a recent project completed by Research & Marketing Strategies, Inc. (RMS).

Background: A school transportation organization recently partnered with Research & Marketing Strategies, Inc. (RMS) to conduct sales strategy research. The client wanted to better understand customer satisfaction and perception of services provided by the organization. The market research objective was to provide decision-making insights needed to determine how the client may better serve their primary client base in the future.

Approach:  The RMS Analytics team collected data from current, prospective, and former customers via a blinded online survey and in-depth telephone interviews (IDIs). During blinded research, the client’s identity is not disclosed to the participant. To hone in on the customer satisfaction with the services provided by the organization, RMS created an online survey script and interview guide which were reviewed and approved by the client prior to commencing fieldwork. Questions focused on how the respondent rated the satisfaction with particular services, customer service perceptions, satisfaction with the company’s sales strategy, as well as interest level in services that the client considered adding to their suite of offerings. Fieldwork lasted approximately two weeks for the in-depth interviews, and one week for the online survey. Following the data collection and analysis period, a comprehensive report was delivered to the client, which included a visual dashboard of the findings, as well as next steps and recommendations.

Results: Here are some highlights of the study’s findings:

• The research identified the areas where the organization excels in serving its customers, including excellent customer service, and the dependability of the organization.
• Top service needs desired by customers were identified, which included education and training, parts delivery, online parts catalog and ordering, and vehicle body repair service.
• Since the client interacts with three distinct stakeholder groups during the buying process, RMS identified the most desired information by stakeholder group to streamline the sales strategy and improve the customer experience.
• To further increase the satisfaction of current clients, as well as gain additional market share, RMS identified a niche market offering that the organization may offer to simplify the buying process and entice competitor customers.

RMS is a full-service market research firm located in Syracuse, NY. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com.

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