Maritz launches customer feedback research tool
The marketing research firm Maritz Research has joined forces with real-time research technology provider Invoke Solutions to launch a new research tool for companies that need fast, in-depth and accurate feedback from their customers.
The new research tool, known as Dynamic Insights, uses Invoke's technology platform to combine qualitative and quantitative researching techniques in live internet sessions.
Acquire the data First, the system is used to capture real-time customer feedback for clients in Maritz' target industries (those being the automotive, financial services, hospitality, information technology, telecommunications and retail sectors).
Real-time analysis Maritz Research then examines three critical dynamics that are essential to a brand's success: Choice, Experience and Loyalty. Dynamic Insights is expected to help the company's clients gain the customer insight needed to make better and more timely decisions about new product concepts, marketing initiatives, brand positioning and customer loyalty programmes.
Dynamic focus groups To achieve better precision and statistical reliability, a Dynamic Insight session typically combines the adaptive questioning style of a focus group with large samples of customers. It uses the results from such visual and interactive dialogues to gain insight into the opinions and reactions of session guests, with the ability to adapt questioning on-the-fly.
According to Invoke Solutions, more than 300,000 people have participated in its sessions to-date, providing feedback for new product concepts, customer satisfaction studies, television commercials, employee morale studies, and even election issues. Wally Balden, director of research & development for Maritz Research, commented: "Getting fast insights into how and why customers make certain choices is a critical component of our clients' success."