Finding the Gold in Research^TM

“Our initial hurdle was identifying a partner capable of accurately discerning our customers’ sentiments, thoughts, and decision-making processes within the dynamic setting of post-COVID, omnichannel shopping. When we met with Gold Research, their expertise in CPG and shopper journey mapping was immediately apparent. They thoroughly understood our KPIs and deciding to work with them was easy. They helped us create a strategic research plan that gave us a full circle view of the customer experience and the shopper insights we were seeking.

In my role at Dairy Farmers of Wisconsin, my objective is to leverage data-driven insights to help guide strategic decisions for our marketing teams, ultimately working to elevate Wisconsin dairy and our position within our category. The Gold Research Team was instrumental in helping us achieve our goals for this research and was also a pleasure to work with. Their insights have armed us with knowledge that will not only inform our current strategies but also help shape future decisions, ensuring continued success and growth.”

– Kimberly Koh, Consumer Insights Director, Dairy Farmers of Wisconsin

“This journey study conducted with Gold Research brought to light the importance of precise product data and underscored its importance in members gaining operational efficiency, enhancing customer experiences, and increasing sales. The project quantified the “Moments-of-Truth” and “Friction Factors” in the product data journey and identified business and financial impacts to drive prioritization. It uncovered the “true cost” of poor product data management – estimated to be $2 Billion – $4 Billion annually for all electrical distributors alone, not counting impacts to ecommerce sales. Establishing KPIs and metrics facilitated an effective system to monitor progress and measure results. We look forward to sharing more on the impact of product data with another follow-up study with Gold Research.”

– Erika TenEyck, Director of Business Intelligence Programs & Insights,
National Association of Electrical Distributors (NAED)

“When we initiated this project with Gold Research, we were interested primarily in figuring out what steps the consumer would take once they were ready to deal with their hearing loss all the way to booking their first appointment in a hearing aid clinic.

As we went through the findings, we realized that the findings were relevant, from a tactical marketing communication perspective, at different touchpoints and for first time and repeat buyers for hearing aids, and from a strategic perspective, i.e. how we could leverage our entire ecosystem of business units to help drive revenue. This strategic overview has been instrumental in how we are organizing our lead generation and how we help consumers flow from TruHearing to HearUSA to Signia/Widex brands. This pathway wouldn’t have been as clear to us had we not done this research. We also learnt, a lot, about how to overcome stigma, the key barrier for why consumers typically postpone their hearing aids purchase. This research identified how family and friends can play a role (either passively supportive or actively pushing) the person to move into purchasing their hearing aids. Net, this research is not only foundational to what we do in marketing; it’s also helped us organize dramatically in how we operate as a business.”

– Yogesh Chavda, Head of US Market Insights, WS Audiology