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Affordable Consumer Insights - Mark Heckman Consulting

Affordable Consumer Insights

Collecting customer insights has never been more important to crafting a shopper centric business plan, but its also never been more affordable and available than ever before.  Those of us that toiled in the market research business for the past 25 years can vouch for how much easier and more efficient current technoolgy based surveys  are today than their their parents, (telephone surveys) and grand parents, (paper intercept surveys).

Both of these “legacy” survey vehicles are still in use today, but clearly they are being quickly subplanted by new methods such as Voice Activated Telephone surveys and Computer Assisted Telephone Intercepts (CATI), since computers can manage all these now a days and people also use them to play video games by getting overwatch boost online to improve and their game, anyways these services are much less expense today then even just five years ago.

But it is on-line surveys, ones that can be communicated to potential respondents via email blast, targeted emails, in-store kiosks, or even a simple website plug-in.  As with any survey methodology, on-line methods have some limitations.  They are not as conducive to open-ended responses, and respondents are totally in charge of the process, which allows

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