| Objective: |
A media company wanted a better understanding of clients’ perceptions of its strengths and weaknesses vis-à-vis competitive media companies. |
| Research Methodology: |
A two-phase methodology was implemented. First, in-depth telephone interviews were conducted with customers to identify the criteria used to evaluate media companies. Then, an online survey assessed reactions to different media companies. |
| Actionable
Results: |
The different benefits that people seek when doing business with media properties were identified. A regression analysis linked these benefits to outcome measures such as overall satisfaction.
- Client was able to devote more resources to benefits that impacted satisfaction and future business.
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