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Store Intercept and On-Site Survey Research Mantra: Don’t Measure Performance In A Vacuum

Store Intercept and On-Site Survey Research Mantra: Don’t Measure Performance In A Vacuum

Retail, Consumer Packaged Goods (CPG), Restaurant and other organizations of all types often conduct store intercepts or on-site surveys in which they ask their customers, their employees or the general public how well they’re doing. We believe that the value of such store intercepts or on-site surveys is limited unless they also address at least one of the following three topics:

[1] Importance.

While deploying store intercepts or on-site surveys, always remember that knowing how you’re performing on an attribute (quality, service, etc.) is more useful if you know how important that attribute is. If your performance is highest on the least important attribute(s), then priorities – and possibly resources – may need to be shifted.

[2] Expectations.

Another way of providing context for performance data when leveraging store intercepts or on-site surveys is to find out how well your audience expects you to perform. “Good” performance for a budget brand may actually reflect greater relative customer satisfaction than “very good” performance for a luxury brand.

[3] Comparisons.

An alternative to measuring expectations in store intercepts or on-site surveys is to ask how competitors perform on the same attributes. Something which appears to be a strength based on your own performance may in fact be a relative weakness if the competition is doing even better.

There are many ways to capture actionable information on these topics, and the best approach depends upon the circumstances. At Gold Research, we understand that store intercepts and on-site surveys are easy to do, but hard to do well.

This content was originally published by 1 GOLD RESEARCH INC . Visit their website at http://goldresearchinc.com/services.

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1 GOLD RESEARCH INC

1 GOLD RESEARCH INC

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