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.

 

Read Full Post »

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.

Read Full Post »

New Product Launch Case Study

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

Background: An organization that creates outdoor gardening products partnered with Research & Marketing Strategies, Inc. (RMS) to conduct a product perception study. The client wanted to test the market perception of several new product concepts. The market research objectives were to (1) evaluate awareness of the product, (2) learn the shopping habits of target consumers, (3) measure the interest of each new product concept, (4) determine the anticipated price of each concept, and (5) obtain feedback regarding features that are most liked and/or features that need improvement.

Approach: The study consisted of a five minute online survey sent to RMS ViewPoint Research Panel members. The RMS ViewPoint Research Panel is representative of both the United States population and Central New York in particular, an area with a long history as one of the nation’s top test markets. The RMS Analytics team developed the 31-question survey in consultation with the client. The survey covered various topics which gauged shopping habits, current product awareness, new product interest, anticipated price, and most/least preferred features. Survey results allowed the RMS team to identify key consumers and segment the data by consumer group throughout the report. Fieldwork lasted approximately two weeks, with a total of 487 responses collected. After the completion of fieldwork, RMS provided the client with an in-depth report that included a dashboard, executive summary, data tables which highlighted responses from key consumers, as well as next steps and recommendations.

Results (A few highlights of the study’s findings):

• As a result of survey responses provided, the RMS Analytics team identified target consumers as those who currently own products similar to those tested and are likely to make purchases of comparable products in the future.
• The data revealed which product was favored by respondents and why that concept was more preferable than the other concepts tested.
• Features that were most and least preferred were identified to provide the client with the insight needed to make design alterations and message enhancements before producing the product.
• The research revealed an anticipated cost to determine a competitive price point for each new product concept.
• Overall feedback was gathered and analyzed which provided the client with the direction needed to produce the ideal product and market it effectively.

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.

Read Full Post »

Central New York Music Preferences

Summer’s here and the time is right: Central New Yorkers are ready to face the music, RMS ViewPoint Poll Shows. 

According to a recent poll of Central New Yorkers conducted by Research & Marketing Strategies, Inc. (RMS) ViewPoint, 83 percent of individuals plan to go to a concert this summer. Thirty percent of Central New York respondents are planning on attending at least two concerts this summer, 21 percent are preparing to go to three concerts, and nine percent are planning on attending eight or more concerts this year. The average respondent plans to spend $76 to $100 per concert, and will travel 21 to 50 miles for a concert this year. When it came to choosing the concert respondents were most excited about, the Dave Matthews Band concert at the Lakeview Amphitheater was the most anticipated by Central New Yorkers, followed by Keith Urban, Zac Brown Band, Journey and Hall & Oates.

“Everybody loves music, and that is especially true in Central New York,” said Zachary Shaw, RMS ViewPoint Panel Associate. “Not only are there are so many great music venues in the area, but there is such a wide variety of music that you’re able to experience as well.” Respondents surveyed were asked about favorite music genres, listening habits, preferences, venues, and concert spending behaviors. “Because CNY is a top test market in the country, media companies continue to test new programming and music services in this area,” said Sandy Baker, Senior Director of Corporate Strategy.

With the summer concert season officially underway, CNY residents spend lots of time prepping for upcoming shows. Thirty-nine percent listen to ten or more hours of music per week. Almost half (48 percent) listen to music the most while in their car, while 21 percent listen at home and at work. And it’s no secret that Central New Yorkers love their local radio: 62 percent typically listen to music through traditional AM/FM radio. Forty percent typically purchase their music and another 40 percent stream through Pandora. Twenty-seven percent listen to music with satellite radio, 23 percent listen through YouTube and 14 percent stream with Spotify.

When it comes to a favorite music genre, classic rock stole the show with 76 percent. The other top categories followed with rock at 67 percent, and close behind was pop at 64 percent, country at 48 percent, R&B/soul at 36 percent, and hip hop and rap at 32 percent. When asked if they could see anyone in concert, the top response was Adele. Beyoncé came in second, followed by “The Boss” Bruce Springsteen, Paul McCartney and Garth Brooks.

Central New York offers many live music venues, each with unique qualities that tend to draw locals depending upon their music preferences. According to respondents, the favorite local concert venue is the Chevy Court Pavilion at the Fairgrounds. The Lakeview Amphitheater came in second, followed by Turning Stone Resort and Casino as third favorite venue.

A detailed infographic depicting the full survey results is included below. If you would like to participate in upcoming RMS ViewPoint polls and surveys, please visit RMSViewPoint.com to sign up.

The RMS ViewPoint poll was conducted from May 25, 2016 to June 5, 2016. A total of 501 surveys were completed. Respondents consisted of RMS ViewPoint Research Panel members, as well as the general community. All respondents resided within the 6-county CNY area (Cayuga, Cortland, Madison, Oneida, Onondaga, Oswego). For more information on RMS ViewPoint, visit RMSViewPoint.com.

About RMS

Research & Marketing Strategies (RMS) is a full service marketing and market research firm located in Baldwinsville, NY. RMS provides an array of research methodologies that result in actionable analytics and recommendations for the client to enhance decision making. RMS is also home to QualiSight, a premier focus group and interview research facility, and RMS ViewPoint, a leading consumer research panel in Central New York. Visit our website at RMSresults.com. 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.

Read Full Post »

What Is The Difference Between Qualitative and Quantitative Research?

The following post was co-written with Zach Shaw, Panel Associate at RMS

What is Qualitative Research?

Qualitative research is a non-numerical method used to discover and understand consumer behavior, beliefs, attitudes, experiences, and interactions. Qualitative data is often implemented during the exploratory phase of the research, using unstructured or semi structured techniques to facilitate an open dialogue with the participant(s). Giving the participant more freedom in their response allows them to provide more detail than can be gathered through closed-ended quantitative research. Instead of looking for statistical comparisons, qualitative researchers will evaluate the gathered data to identify trends given by the recipients, and implement solutions.

Types of Qualitative Research:

• Focus Groups – A focus group includes a small number of people (often 10 or less) brought together to participate in a guided discussion by a moderator. The discussion focuses on specific products, topics, or services, and follows a pre-determined focus group moderator’s guide. The moderator’s guide outlines the questions to be covered, as well as the topics for which the moderator should expect to probe deeper for additional explanation.
• Intercept Surveys –An intercept survey is a very brief, in-person interview with a participant and an interviewer. For example, the interviewer might approach someone leaving a retail store and ask them a few questions about their experience.
• In-Depth Interviews (IDIs) –IDIs often take the form of a one-on-one discussion between an interviewer and participant. The interviewer typically follows a semi-structured interview guide, developed prior to the conversation, to direct the discussion. It is common for IDIs to be completed in-person, over the phone, or via the web.
• Mystery Shopping – Mystery shopping is used to measure the quality of a service, compliance with regulations, or to gather specific information about products and services. This method allows the client to obtain competitive information without being involved in the process. Mystery shoppers often gather this information through telephone calls or by visiting the store and acting as a customer.

Why do Qualitative research?

Qualitative research can be used at any phase of research, but is most commonly done as a first or last step in the research cycle. It can be very valuable when developing new products or marketing initiatives that are looking to gauge consumer perceptions. Qualitative data allows the researcher to have in-depth discussions with participants and allows the researcher to gather more detailed information on consumer needs, behaviors, desires, routines, and a range of other information that companies use for designing products and services. The depth of qualitative research allows the researcher to uncover contextual details that may be overlooked in quantitative research.

What is Quantitative Research?

Quantitative research looks for patterns in numeric data and is generally better for confirming and clarifying a research hypothesis. Applying statistical tests to numerical data provides a better understanding of trends, allowing the researcher to make more informed statements about the results. RMS customizes each questionnaire to the needs of the client, but many of the questionnaires follow a structured outline and are primarily made up of closed-ended questions with provided response options for the participant to choose from. This structured approach to research is different than the more conversational approach used in qualitative research.

Types of Quantitative research:

• Mail/Paper Surveys – A mail or paper survey is a questionnaire that is completed by the participant on a hard copy rather than in digital form. These types of surveys can either be distributed via postal mail or given to the recipient in person to complete. Mail or paper surveys are a great option for populations which may not have easy access to a computer or the internet, but are known for often having a lower response rate than other types of quantitative research.
• Mixed Mode – Mixed mode research involves more than one type of data collection. For example, data may be collected with a combination of research methods to reach the desired populations. Phone surveys could be used to collect data from an older population who is more likely to have a landline; online surveys may be distributed to those younger than the population receiving the phone surveys, and paper surveys would be used to collect data from the subset of the population who does not have immediate access to a phone or the internet. A mixed-mode approach allows the researcher to ensure data is collected from the target population of interest, with a mode that is most comfortable to that population.
• Online Surveys – An online survey is a digital version of a questionnaire. Participants may be sent a survey link that is embedded within an email, or they may access it on a social media post, which they can complete online.
• Telephone Surveys – A telephone survey is completed over the phone. The interviewer takes the participant through the questionnaire question by question.

Why do Quantitative research?

Quantitative research often gathers a larger number of responses, allowing the researcher to make more reliable assumptions regarding the resulting data. Quantitative research questions can be used to measure consumer feelings, satisfaction, and other factors in a structured form, giving the recipient limited response options.  This quantifiable approach to research is a great option when a client has a sense of what their target audience thinks, feels, or expects, but would like to further test their assumptions.

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

Read Full Post »

Employee Satisfaction Case Study

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

Background: A community-based organization partnered with Research & Marketing Strategies, Inc. (RMS) to conduct an employee satisfaction study. The client wanted to better understand how happy employees were with the workplace, as well as identify areas of excellence and opportunity. The market research objective was to gather the insights needed to guide organizational improvements in order to increase employee satisfaction.

Approach: The study consisted of a survey that was sent to all employees. An online survey was crafted and sent to employees who had email access, and a paper survey was sent to those who did not. The survey was comprised of 33 questions and included five-point rating questions that measured various aspects of employee satisfaction with their jobs and the organization as a whole.  Additionally, RMS utilized benchmarking data which provided the ability to evaluate the client’s scores against national industry standards. To encourage a high response rate, RMS worked with the client’s human resources department to create digital signage to alert employees of the study. RMS completed fieldwork in approximately four weeks.

Result highlights:

• Research revealed the highest and lowest rated factors among respondents which identified areas of excellence and opportunity. Respondents indicated the following factors as areas of excellence: willingness to work above and beyond, understanding of the organization’s goals, feeling that work was important, strongly identifying with the organization’s values, and that working at the organization was more than just a job. Areas of opportunities where the workplace could improve were: pay/benefits, availability of the tools/equipment needed, and overall communication.  These rankings are critical and allow the employer to develop initiatives that guide organizational improvement to create a more satisfied workforce.
• The client was also interested in assessing how overall satisfaction, as well as other factors, varied by department. Results showed that overall satisfaction is higher among employees working in the development (77%) and administration (70%) departments, but lower among employees working in the programs (60%) and social enterprises (52%) departments. Overall, 84% of respondents would recommend the organization as a good place to work, a figure much higher than the industry standard (67%).
• A correlation analysis revealed that several key factors correlated to overall employee satisfaction. This allowed the end-client to understand what factors have a strong relationship to employees’ overall satisfaction. The highest factors correlated to overall satisfaction were: overall communication, supervisor communication, and quality of work being a top priority among employees. Results demonstrated a need for improved overall communication and supervisor to employee communication. Additionally, the client should promote quality of work as a top priority among the organization as a whole.
• Respondents were also asked to describe the organization using one word or phrase. RMS summarized this data using a weighted word cloud which enabled the client to compare and contrast employee attitudes. The top six words used to describe the organization were: good, work, rewarding, fulfilling, challenging, and community.
• Employee satisfaction studies are a great tool to gauge how satisfied a workforce is at a moment in time. RMS recommended the client implement annual studies to track the progress of key metrics, engage employees, and provide a platform for anonymous employee feedback.

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.

Read Full Post »

Arts Initiative Evaluation Case Study

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

Background:  Research & Marketing Strategies, Inc. (RMS) recently served as a project evaluator for a multi-year arts initiative. The arts initiative included a collaboration of arts organizations whose goal was to experiment with new programming and engage additional and new audience members through funding provided by a group of funding partners. The market research objective was to evaluate the outcomes and impacts of the project as specified in the logic model.

Approach: The three-part evaluation included (1) in-depth interviews and (2) an online survey with arts organizations, funding partners, and project staff; and (3) a detailed review of project documentation. The interviews lasted approximately 20 minutes, while the survey took roughly 10 minutes to complete and was provided to participants via email. Survey and interview participants were selected from the contact list provided by the client. The project logic model was used in conjunction with results from the in-depth interviews, online survey, and document review to determine the success of the initiative in meeting the pre-defined project goals. Following the initial evaluation project, the client re-engaged RMS to conduct a Visioning Exercise, where the study’s findings were highlighted and discussed in a mini focus-group style meeting. The goal of the Visioning Exercise was to determine next steps for the arts initiative following the end of the project funding period.

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

• Increased collaboration among participating arts organizations, funding to experiment with new approaches, and review of regional demographic information provided by a project consultant were major drivers of the initiative’s success.
• Arts organizations participating in the initiative felt the collaboration among organizations should continue after the project funding is exhausted.
• Participants felt the initiative could have met more of its goals if additional businesses had been engaged, and more reporting and assistance around audience development had been provided to participating arts organizations.
• A local economic lull resulting in insufficient funding to create arts opportunities from area corporations and minimal disposable income for local patrons were mentioned as the biggest factors that impact their local arts community.
• Despite the perceived challenges of the economic situation, a majority of participants felt their local arts community has improved over the past five years and will be even better in the next five years. Increased collaboration among arts organizations participating in the initiative was credited with the improvement.
• Arts organizations feel they would be more successful in the coming year if they were able to expand their audience, identify funding opportunities for creating and marketing art, and increase awareness of the arts among their local community.

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.

Read Full Post »

How Market Research Can Help Your School District

The following post was co-written with Hilary Ranucci, Business Development Coordinator at RMS.

Colleges and Universities are no stranger to market research, but we’ve noticed an uptick in K-12 school districts seeking market research services. To make the most informed decisions about your school district, you should have a strong understanding of your community, both past and present. Below are some common market research projects that school districts will benefit from the most.

Community Awareness Studies
The best way to gauge the perception of your district is to reach out to the very community that it is serving. Surveys can be conducted via mail, telephone, or online to capture a large volume of quantitative data, while focus groups will add a qualitative component to the research. Information gained from community awareness studies can include indicators of quality within a district (strengths), unique attributes, the school district image, and overall value ratings in curriculum content areas.

Graduate Surveys
Speaking to past students will provide the school district with a wealth of satisfaction information. Graduate surveys are typically conducted online or via phone, and questions are aimed at learning how satisfied graduates were with their education and how well-prepared they were for their post-graduation plans. Data gathered from the surveys will allow the district to determine which programs, content, or classes may need to be improved, and identify those are providing the most value. A knowledgeable market research vendor will help your school district determine how far back in the graduate database you will need to go when surveying to answer your research questions. Our clients have also found that graduate surveys are useful for creating and/or keeping an alumni base engaged for future initiatives.

Parent Surveys or Interviews
Parents are becoming increasingly interested and involved in the education their child(ren) receive. As a key community stakeholder, this demographic can provide valuable insight. Surveys can be conducted online or via phone, and interviews may take place in person or via phone. Survey questions should identify satisfaction with education policy, curriculum/programs, communication from the school district, and overall satisfaction with the services provided by the school district. Trending topics that we are also seeing become more prevalent in parent surveys include learning about perceived school safety, scheduling, and budget. Your market research consultant should work with you to determine the appropriate method to reach your parent audience, and which questions will produce the most valuable insight.

Employee Satisfaction Surveys
Employee satisfaction surveys are not limited to the business world. Like any other business operation, school districts should look internally for areas of opportunity. Staff immersed in the daily operation of school district will provide important insight into the perception and satisfaction with the school district as a workplace. We’ve noticed there is a direct link between strong employee engagement and organizational success. Online employee surveys are a powerful means to measure employee satisfaction and engagement. Perhaps most importantly, employee satisfaction surveys give the employees an anonymous outlet to note the aspects of their job and workplace that are most enjoyable, and identify areas of opportunity that would make them more engaged and loyal. Survey questions should focus on identifying areas where the school district is excelling and where they should improve, as well as finding ways to motivate employees. An important component to the employee satisfaction surveying process is the use of the data by school district. Once employees have voiced their opinion, it is important to let them know how the school district plans to use the feedback to improve their working experience.

RMS has worked with many school districts and conducted the studies outlined above. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development and Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com.

Read Full Post »

Adult Learner Program Interest – Higher Education Case Study

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

Background: A community college in New York State partnered with Research & Marketing Strategies, Inc. (RMS) to conduct a study regarding adult learner program interest and geographic preference for one of the institutions two locations. The client wanted to better understand which courses or programs are of interest to individuals in a particular geographic region, and which campus is preferred within a targeted geographic region. The market research objective was to gather the insights needed for the institution to develop a recruitment strategy for a satellite education facility in this location of interest.

Approach: The study consisted of an online survey administered to potential learners who reside or work in one of the pre-defined zip codes within a small geographic region. RMS recruited potential respondents from RMS ViewPoint, our internal research panel. Individuals were disqualified from the survey if they did not indicate any interest in taking classes for credit or leisure in the next five years, or if they are currently a student at the client institution. The survey took respondents approximately 10 minutes to complete, and RMS obtained a total of 341 surveys. The project was complete in approximately eight weeks.

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

• Respondents within the targeted geographic region prefer business courses and creative arts courses.
• The target audience would prefer to attend the extension location over the main campus.
• Part-time, hybrid instruction is optimal for most survey respondents, although course time preferences vary with age.
• Respondents believe the institution is affordable, and campus locations are convenient to where they live or work.
• The institution is well known among those between 18 and 24 years old, but respondents 25 and older much less aware of the brand. This signals a marketing opportunity which would allow the institution to capture an additional share of the adult learner and non-traditional student market.

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.

Read Full Post »

Retail Consumer Brand Perception Case Study

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

Background: An athletic goods retail establishment in New York partnered with Research & Marketing Strategies, Inc. (RMS) to conduct brand perception market research. The store wanted to better understand the brand perception held by its customers and non-customers from the general population. The market research objective was to determine brand knowledge, the consumer decision making process, where else consumers are shopping, what else the store could offer customers, and preferences of top customers.

Approach: The study consisted of an online survey administered to customers as well as non-customers. To reach the customer audience, the RMS team provided the survey to a list of customers supplied by the client. Customer feedback was segmented into two categories – perceptions from customers (individuals who have made a purchase at the store) and top customers (those who spend the most at the store). The RMS ViewPoint Research Panel allowed the client to obtain timely and affordable feedback from consumers who are not current customers of the store. The time frame for this type of project was six weeks.

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

• Research revealed a strong sense of brand loyalty among current customers. There was a high level of familiarity with the store, as well as a high likelihood for survey respondents to shop at the store for their next athletic goods purchase.
• Brand preference for athletic shoes varied based on customer type. Customers prefer New Balance, non-customers favor Nike, and the store’s top customers opt for Saucony.
• When consumers are deciding where to purchase athletic shoes, the quality of the product is the most important factor in the decision process, while prices are most important when deciding where to purchase active wear (clothing).
• As expected, customers and top customers are much more active than non-customers. Walking is the most common physical activity engaged in by survey respondents, and running is popular among customers and top customers.
• Data revealed a gap in awareness of differentiating features in the customer experience. RMS recommended marketing efforts promoting the presence of these offerings to capture an additional share of the market.

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.

Read Full Post »