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Agrimarketing : May 2009
62 Research Roundup:32 Feature Story 5/13/09 2:55 PM Page 64 MARKET RESEARCH/continued frompage 63 those farmers and ranchers having the time or inclination to complete an Internet survey. The followingwas gleaned from the survey disposition reportsmentioned previously. Cooperation Rate (Completes/Total Contacts) 2002 (Corn Belt) 2005 (West & South) 2006 (Corn Belt) 23.18% 16.03% 25.37% 2007 (West & South) 2008 (Corn Belt) 2009 (West & South) 16.65% 22.90% 15.70% HOWTO USE THE RESULTS? by Jan Johnson,Managing Dir Millennium Research, Inc. Apple Valley,MN I think themost importantway that results can be used is for clients to believe it. Once they believe it, the sky is really the limit as to howfar and howhigh amarket research study can be used to improve customer satisfaction, increase sales, decrease costs and create a commandingmarket presence. I have done studies for clients where they took the research results to their Six Sigma teams,who then devised entirely newprotocols formeeting customer needs. Decisionswere made fromthe top of the organization to the bottomto drive newstandards for fulfilling their promise to their customers.Millions of dollarswere spent. The results? Customer satisfac- Johnson tion is increasing, as are product sales. In talkingwithmultiple brand ownership customers,my client stands shoulder to shoulderwith the market leader, a position thatwas unthinkable four years agowhenwe did the study. Using the results of a study can be as simple as changing the angle of a product featured in an ad. In one advertising concept testing studywe completed, respondents said they would skip right over the ad because they couldn’t see the product very well. Changing the position and lighting Mail Surveys...They Still Work Remember running to the mailbox, anticipating what the day might bring? That sense of excitement and curiosity is still there. At home and at work, people still watch for the mail to arrive. That’s why mail surveys thrive! They get through the clutter and are opened. And when you work with someone who knows mail surveys like we do, they get response. The next time you need a mail survey, or wonder if it might be a good method for your project, let us know. Readex Research and mail surveys. We work together. Call 800.873.2339 or visit www.readexresearch.com of the product in the concept increased stopping power 26%. That is the same results as increasing advertising budgets by a third ormore. Other times, our studies have suggested to clients their audience had specialized needs and they could repackage their current littleused-standard product into a customized customer solution. After hearing the research, they reformulated their offering froma standard one-size-fits-all product sold at retail to an interactive, customizable product sold on theWeb. We see transformational gains for our clients’ businesses every time someone uses the results of our studies. It’s reallywhatmakes this job so fun. Plus,we like talking to people and discovering the insights that drive transformational results. AM 64 Agri Marketing s May 2009
May 2009 Supplement