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Strategies and Processes  >>  Sales and Marketing  >>  Strategic Marketing  >>   Investigation

Investigation: Our approach to surveys

In order to determine their own positioning in the marketplace or to ensure that performance is in line with objectives, organisations need at least occasionally to assess how customers see them; their competitive status; and what is happening in that marketplace which may impact them in future. This external perspective is a vital element in strategy and performance development. Obsidian has long experience in this field, based on a three-part approach:

The Task

  • What do we want to learn from whom ?
  • How many people or organisations are we interested in ?

Access

  • How easy is it to obtain relevant breakdown and contact details, with appropriate confidentiality ?
  • What methods of communications are practical (eg do they have e-mail)?

Response

  • Statistics ?
  • Opinion ?
  • Consumer Insight ?
  • Observation ?
  • Confidence level ?

Resources

  • How much can be spent ?
  • How much time is available ?
  • What data is accessible ?