marketing research
TRANSCRIPT
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Marketing ResearchCustomer Satisfaction Survey
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The company 3D Studio:
•3D-modelling & animation•2D-graphics•compositingShowreel:
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How is the company seen by the clients (existing and potential)?
How can the company increase their number of clients?
What can the company do to improve their services?
Research objectives
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SERVQUAL/RATER◦ Reliability◦ Assurance◦ Tangibles◦ Empathy◦ Responsiveness
Qualitative data Online survey
Data collection
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Gap for customer satisfaction
perceived service quality gap =customer's expectation of the service - customer's perception of the experience
Data analysis
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Who?◦ Existing clients◦ Potential clients
How many answers?◦ Response rate ~ 19% :
Existing clients ~ 14% Potential customers ~ 5%
Target group
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Values
Results: company image
Positivity
Quick answer
Good price/quality rapport
Relaxed atmosphere
Cooperation
Easy to discuss
Fair conditions
Quick delivery
Quick service
Flexibility
Openness
Innovative
Ease
Speed
Professionalism
0 10 20 30 40 50 60 70
9
9
9
9
9
9
9
9
9
18
18
18
27
45
64
%
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People
Communication
Results: company image
Professional
Reliable
Accesible
Easy to work with
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
29
31
35
29
71
69
65
71
AgreeStrongly agree
Clear
Quick
Informative
Productive
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
47
35
53
47
53
65
47
53
AgreeStrongly agree
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Results: attracting new clients Product preferences:
Product visualisation
Building / construction plan / vision imaging
Aerial vision imaging
Logo visualisation / animation
Photo manipulation with 3D
Character / mascot design
3D Animated or 3D illustrated operating instructions
Animation to demonstrate qualities of a product / service
Commercial (TV / Youtube) animation
Interactive applications
0 10 20 30 40 50 60 70 80 90 100
12
27
33
33
44
47
50
53
53
73
17
50
33
33
17
50
50
50
50
33
Existing clients Potential clients
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Information channels
Personal contacts eg. business partners, 3Dolli, word of mouth... Internet
Results: attracting new clients
Internet
Seen their work
Sponsoring an event
Word of mouth
Something else. What?
0 10 20 30 40 50 60 70 80
75
50
0
50
50
%
Existing clients Potential clients
TET & Friends
Internet
Business partner
3Dolli
Customer
Acquaintance
Jämsä community
Don’t remember
0 5 10 15 20 25 30 35
14
29
29
7
7
7
7
%
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Self promotion:◦ Update their references◦ Regular information updates◦ Showcasing previous work
Communication:◦ More active presence through eg emails◦ Suggestions to the customer◦ Meeting 1-2 times a year to show new technologies◦ Use of video calls
Attitude:◦ Be more proactive
Results: clients’ suggestions
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B2B survey + Small and young company◦ Small number of respondents
Consistent positive feedback◦ Pros: relevant answers◦ Cons: difficult to find problems and
improvement solutions
Conclusions > Limitations
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Overal very positive feedback High satisfaction with: products quality,
price and speed. Areas of improvement:
◦ Information◦ Contact initiative◦ Online presence◦ Self promotion◦ Accessibility
Conclusions
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What I learned:◦ To use a statistics software (questback & tixel)◦ To define the research problem & questions◦ To chose the right research method and data
analysis◦ When to use different types of questions
(multiresponse, matrix, open questions...)◦ To involve the client in defining the questions◦ To interpret the results◦ To formulate solutions
Personal thoughts
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What was difficult:
◦ To interpret the results◦ To formulate suggestions for improvement (small
sample & similar answers)
Personal thoughts
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What I liked:
◦ Seeing the responses changed into numbers & graphics
◦ Analysing and interpreting the numbers & graphics (per survey questions)
◦ Formulating answers to the research questions
Personal thoughts
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Thank You!