Your Business With James Caan 2017 - 49

PROMOTION

TO P T I P S F O R
SME MARKET
RESEARCH
 Listen to what customers

are saying most often
 Don't be defensive
 Share the results with your team
 Work with your team to think

of ideas
 Tell customers that you've

listened and acted
draw, often encourages customers to answer
your questions. It's also useful to get feedback
anonymously to give any disgruntled customers
a chance to voice their opinions.

Accredited research

FIND A RESEARCH
AGENCY WITH RBG
The Research Buyer's Guide lists
MRS-accredited organisations in
the UK and Ireland that abide by
the MRS Code of Conduct. Visit
www.theresearchbuyersguide.com.
Ian Stevenson. "After setting up a community
interest company, we wanted to talk to the
community about how to make it sustainable."
With the help of an independent research
expert, Blipfoto designed an online survey
modelling five different membership types. The
1,300 responses highlighted a key insight
"Whereas a vocal minority of Blipfoto
customers only wanted free membership, more

than half felt there should be a paid option as
well. So we developed a new grade to attract
those who were keen to take advantage of
additional benefits," says Ian.

Art of research
Designing a research survey and collecting
the feedback used to be the expensive part
of research, but with the advent of email and
online surveys this has massively reduced in
price and complexity.
Jigsaw Research's Alex Johnston is an
advocate of straightforward surveys. "Keep it
simple to start with," he says. "Ask a few questions
on a subject you can do something about. The
most important thing is to get started."
It's more fruitful to have five minutes' input
from 100 people than 100 minutes' input
from five! An incentive, such as a £100 prize

If you don't fancy running the research
yourself or would like research expertise,
there are a range of qualified agencies
specialising in SME research. Make sure you
look out for MRS-accredited organisations and
members, as listed in the Research Buyer's
Guide - the only guide that lists suppliers
that abide by the MRS Code of Conduct.
The biggest single factor to successful
research isn't the results themselves, but what
you do with them. Bear in mind that issues most
frequently mentioned as areas for improvement
are the ones most likely to result in satisfaction.
Blipfoto relaunched its membership
package last October and within a month it
had generated enough income to sustain the
company for a year. "Market research gave
us insight into what our customers want," Ian
Stevenson enthuses. "The results turned our
fortunes around."
It's important to involve your team or staff
in the research. And make sure you tell your
customers what you are doing too. Being brave
enough to go through the market research
process - warts and all - will help propel your
SME to bigger opportunities.

F O R M O R E I N F O R M AT I O N
Visit: www.mrs.org.uk
Follow: @TweetMRS


http://www.mrs.org.uk

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http://europe.nxtbook.com/emp/Careers/jcspring2018
http://europe.nxtbook.com/emp/Careers/JobsandCareersAutumn2017
http://europe.nxtbook.com/emp/Careers/YourBusinessWithJamesCaan2017
http://europe.nxtbook.com/emp/Careers/Careers/Careers_with_Hayley_Taylor_2011
http://www.nxtbookMEDIA.com