A satisfied customer gives recommendations to other potential customers, returns to make a repeat purchase, and sometimes he is willing to pay an extra amount to do business with a company he trusts.
This method of research involves asking questions about the importance of the presence and absence of an individual product / service characteristics. By categorizing the answers and analyzing them, the answer to the question was obtained what features are necessary for a customer to even think about buying a product, what features they are desirable and undesirable and according to which characteristics the customer is indifferent. Combined with demographic analysis, this method can also be used for market segmentation.
Unstructured interviews in which consumers describe in detail their typical, favorable or unfavorable experience with purchasing and using a product or obtaining a service. The results of this research allow retaining good and correcting bad features of a product or service.
It is performed so that specially trained associates of the agency play the role of the customer, evaluating the service based on predefined criteria. The survey allows companies to check service standards by customers, as well as comparing the quality of their own and the services of their competitors, to improve their own daily contact with clients.
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