TEST
Market Research Using a Business’s Own Resources
Nathan:
All right. So, if a business wants to use its own resources for market research, what’s the
process?
Stella:
Good question. Let’s think about a company that isn’t using outside consultants, but doing
it internally. Then I think the first step is staff education. You’ve
got to get all employees
committed, to maximise the chances of success.
Nathan:
Agreed. Then, you need to show staff examples of what they can do every day.
Stella:
You mean in
Q27
their interactions with customers?
Nathan: Yes.
What, precisely, should they ask customers in order to get valuable information?
Show staff the sorts of things they can ask
on a daily basis.
Stella:
OK. And next, I was reading an article by the BQR Group.
Apparently, staff need to
keep
an account
Q28
of what the customers are saying.
Nathan:
You mean on computer, or by hand?
Stella:
The format doesn’t matter. But, say,
every Friday, they should add to the document. So
they build up a picture of customer opinions, and the insights aren’t lost.
Nathan:
Good point. Right, next, I read about ways of motivating staff. Business Guide magazine
had a report on the importance of maintaining motivation.
Stella:
So, what, by looking ahead and deciding what to do next?
Nathan:
Well, in fact, Business Guide’s
approach is to
