In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Brad Holdgreve , of Corporate Research International, who will be sponsoring the session “Linking Customer Sat to Sales Through Mystery Shopping,” in the Analytics & Measurement Track on Tuesday, October 20, 2009. To learn more about The Market Research Event, download the brochure here!
Tell us about a project you are working on or recently completed that you are proud of?
Brad: Most of the research we conduct is on-going, however, we did just complete a 6 month study with a QSR company in conjunction with the Public Relations firm we are partnered with. This was both a customer perception survey along with a Mystery Shopping study to determine why this particular QSR has the perception amongst adults of providing low quality food. The findings from this project allowed the QSR client to gain a better understanding of why this is occurring and gain new ideas as to how they can begin to market themselves to new demographics.
Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Brad: We don’t have to think that far ahead because we are already seeing this trend. That is, companies wanting to see a triangular view of how they are performing from the perception of the customer, the employee and operationally. We have several clients that we are providing market research for in all three areas and then providing in-house analysis to show one overall score that can be trended over time.
What inspired you to get in the field? What keeps you motivated?
Brad: What inspired me is the fact that I love being able to help provide companies with the tools that can help them improve operationally, gain new customer, and retain existing ones. What keeps me motivated is the fact that companies are continuously looking towards CRI as the experts in this field and they expect us to help them by providing recommendations now and for the future.