Revving Research for a Post Pandemic Era

Response rates to market research are increasing 50 percent or more. Here's why.
Axiom Marketing - Revving Research for a Post Pandemic Era

Revving Research for a Post Pandemic Era

We’ve been through a lot in the last year. During that time, we’ve established new ways to reach out to customers and establish new relationships even when the only face-to-face contact we’ve had is is two-dimensional. Research has emerged as a valuable tool to help clients deal with the changing landscape of marketing. As activities resume, we’re revving research for a post pandemic economy.

Many indications are that the U.S. economy is on the verge of a surge, Marketers are taking time to look into qualitative and quantitative customer opinions, how they are changing and what needs to be done to reach customers in this new normal.  

We’re finding a different, more personal landscape among clients over the last year. We’re hoping it continues as we gain deeper understanding and perspective from this changing business climate. Here are some ways we’ve helped clients customers and decision makers:

  • 8-10 question omnibus surveys targeting customers. Time off and the boredom created by lockdowns are dramatically increasing response rates by 50 percent or more, shortening response time and decreasing the cost of response incentives. This is translating to accelerated access to qualitative and quantitative research data.

Action point: Focus on behavioral topics, not opinions. What do they need? What are they trying to solve?

  • Reaching out to channel partners and prospects in a more personal way.  Forget the flurry of webinar announcements and marketing automation emails. This is a simpler time when six feet of distance can disappear over the phone to create conversation, discussion and creative problem solving.

Action point: Pick up the phone and have a live conversation about what resources your channel partners need. Customers are answering and talking.

  • Review the feedback among your company stakeholders. Discuss the impact this new information will have on your business in the near future and long-term.

Action point: Utilize customer and channel-partner feedback to inform your marketing plans, and develop market scenarios for implementation to reach customers in new and more meaningful ways.

For more on this topic see our post Three-dimensional Insight in a Flat Screen World.

Change. It’s not better or worse, just different. Be flexible, be open, be ready to shift your thinking and your approach to meet the needs of your customers in the here-and-now. If this information is helpful, we’d love to hear about it. seinck@axiomcom.com.

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