Retail, Consumer Packaged Goods (CPG), Restaurant and other organizations of all types often conduct customer surveys in which they ask their customers how well they’re doing.

Earlier we had provided you the first mantra of “understanding the importance of attributes being measured“. Presented below is the second mantra to making your customer intercepts, in-store interviews, and mobile surveys successful.

Second Mantra: Identify Customer Expectations

Another way of providing context for performance data when leveraging customer intercepts, in-store interviews, and mobile surveys is to find out how well your audience expects you to perform. “Good” performance for a budget brand may actually reflect greater relative customer satisfaction than “very good” performance for a luxury brand.

Don’t forget this important mantra as you plan your next research effort.

Contact us at 1-800-549-7170 or send us an email for a free 30-minute consultation on this topic.

Gold Research Inc. has extensive experience in deploying customer intercepts, in-store interviews, and mobile surveys for concept testing, marketing testing, satisfaction research, shopper insights, mystery shopping, and journey mapping or path-to-purchase research. We can also act as an extension of your research team in helping with data processing, analysis, report development, and survey programming.