 |
Business managers need to identify and manage change. They need to know if their actions are having the intended effects, such as increasing market share, improving customer satisfaction, or enhancing the brand image. Similarly, managers need to know how issues beyond their control are changing, such as competitors’ performance or key attitudes or trends among partners, channels, customers, and prospects.
While syndicated research can provide some of the answers, many of the key questions you have about your strategy can only be answered via customized ongoing research. A customized tracking program might focus on:
|
• |
the specific segments you have targeted for leadership or entry
|
|
• |
the key outcomes you are trying to affect, such as market share, brand perceptions, or new product acceptance
|
|
• |
linking the actions you have taken to outcomes; did the actions take place and did they have the desired impact?
|
|
• |
emerging trends among lead users that affect your specific business strategy
|
|
• |
changes in competitive advantage
|
|
• |
customer or employee attitudes and perceptions
|
Effectively managing these external business metrics requires expertise in market research methods as well as experience integrating the business perspective with the market perspective. RSG designs and executes metrics tracking assignments with a dual emphasis on research integrity and business relevance. Examples of issues and methods include:
|
• |
Online panels
|
|
• |
Customer advisory boards
|
|
• |
Web-based customer feedback (e.g., for new product performance tests)
|
|
• |
Customer and employee satisfaction
|
|
• |
Brand equity and image tracking
|
|
• |
Market share, penetration, and awareness
|
|
• |
Market perceptions, trends, attitudes
|
Our ongoing solutions to track and manage key external business metrics provide credible and actionable results that help you manage and effect change.
|
|
|
|
