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Agrimarketing : October 2008
Through multiple data collec- tion techniques including in-depth personal interviews, focus groups, telephone interviews, and the inno- vative use of the Internet and Web surveys, Market Probe can gather the opinions, behaviors, and expec- tations of farmers/producers and transform “data” into actionable market intelligence that will have a distinct impact on the future of agriculture. MILLENNIUM RESEARCH, INC. Apple Valley, MN by Jan Johnson jjohnson@millenniumresearchinc. com It has been a busy and productive year for Millennium and our clients. Some of our new activities include more international work, especially qualitative, where we bring together various groups of respondents to one location, and engage in extended focus groups consisting of a day or two of activities and research. This prolonged exposure to new concepts leads to more thorough evaluation by respondents. We also provide very detailed questionnaires highlighting all aspects of a par- ticular product, so that not only do we get overall impressions, we Johnson can also look at very detailed specifics. There are logistical challenges and obviously cost issues involved in something like this, but clients find the results well worth it. The first hand feedback from users is irreplaceable, particularly as compa- nies attempt to make product improvements. We have completed projects like this in North America and Europe, with respondents from as many as 7 different countries. Our panel clients continue to enjoy success and very low cost mar- ket research, as panelists provide a continual source of feedback and input into new products and ser- vices. It is important to treat pan- elists well, however, and we strive to keep the questions we ask them con- cise and meaningful, to engage their continued participation. Lastly, we continue to provide market research expertise to clients on a typical as-needed basis, using the full menu of resources at our command, including Loyal for Life analysis, conjoint, pricing simula- tors, telephone interviewing, as well as mail and internet data collection. We are working on our on-site survey capabilities, using a variety of media for data collection. It is very important that respondents are com- fortable with the type of method used to collect data from them, so that the mechanics of taking a survey do not interfere with the goal of the information. AM …Word of Mouth Marketing Works! Using advocacy and peer influence strategies accelerates the decision-making process. The end result – personalized brand experiences that increase sales, retention and customer satisfaction. We call it…Word-of-Mouth www.beckag.com | 866.375.4390 October 2008 ¦ AgriMarketing 55
November December 2008