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★ Customer Satisfaction Research Surveys★
Marketing consulting and marketing research  

Marketing Research Applications:
Customer Satisfaction Research Surveys

see also... Brand Equity Research | Product Research | Concept Testing

Our customer satisfaction research measurement studies -- with two core components -- are focused on building customer loyalty.

customer satisfaction surveys

Customer Satisfaction Development Components


Customer Satisfaction Decision Drivers

Qualitative research uncovers the broad picture of how customers make purchase and repeat purchase decisions. We explore the product and company attributes, and we go the next step, to understand purchase and brand loyalty factors beyond attributes which affect customer satisfaction and customer loyalty. These may be the brand-product use application, emotional drivers, or external forces.

Attribute Definition

Before proceeding to quantitative customer satisfaction research, we identify and create core attribute factors which, based on preliminary findings, account for most of the differences in customer satisfaction levels.

Opportunity Scanning

Opportunity scanning asks the question, "What else?" "What are your core needs and what would be the ideal solution to those needs?" Here our qualitative research exploration uncovers possible emerging needs, and changing competitive factors. See how we think about the decision process and where opportunity scanning fits in the process as an important first step.

Customer Satisfaction Measurement -- Static Measures

Static customer satisfaction measurements are standard core quantitative survey measurements. They are termed "static" because they are used as constant comparative measures and are of our standard CSM research measurements.

Brand-Company Attribute Ratings

Specific product, brand or company attributes.

Attribute Importance

Reported or stated importance levels.

Brand-Company Overall Ratings

These are the global or "dependent" measures which are later correlated to attribute ratings and importance ratings.

Brand-Company Loyalty

Here we measure the stability of repeat purchase of the client product brand or company brand.

Global Shift Expectations

Over time, customer expectations change as competitors and technology enhance customer service and product quality. Performance which once would "exceed expectations" is today the norm. Here we assess how expectations are evolving.

Customer Satisfaction Measurement -- Dynamic Measures

The dynamic measures focus on competitive positioning and the pathway for making specific changes to product or customer service to improve customer satisfaction.

Competitive Advantage

Emerging Needs

Here, we look at today's and tomorrow's customer needs, forecasting where possible how needs will evolve over time. We employ, where appropriate, concept testing to posit future ways the client company, products, or brands may respond to these changing customer need environments. A customer satisfaction measurement study that accounts for market dynamics by anticipating emerging customer needs becomes actionable so that our clients "see the future" a bit more clearly from the customers' perspective.

CSM Action Results 

Action Options

Our assessment of action pathways to enhance customer loyalty. These are observations and consulting recommendations that are forward-thinking, and compete for the future.

Customer Satisfaction Competitive Profile

This is today's snapshot of relative customer satisfaction in the current market environment, with current technology and innovation, and the current competitive set. It answers the question, "Where exactly do we stand today?"

Customer Loyalty Growth

This is the endpoint, the dependent result we seek to continually enhance. While we measure customer loyalty growth over time in our customer satisfaction tracking studies, we view it more importantly as the target to affect in the future.

Customer satisfaction research data -- collected by phone survey or online survey -- are a core component for a marketing research information system. We research customer views about satisfaction using an innovative approach that uncovers customer loyalty, brand loyalty, and importance of your brand and the full market category.

Power Decisions Group' customer satisfaction research measurements track customer loyalty, and loyalty strength and vulnerability. We discover and compare what customers think about you, competitor brands, your product configurations and product by model and style, and cross-category substitute brands. Customer satisfaction market research is a vital data component of an Intelligence Platform and marketing information system for marketing strategy decision-making.

Customer satisfaction research measurement (CSM) studies typically involve quantitative market surveys, such as online surveys, phone survey, or other quantitative survey methods, to rate a supplier or product on key product attributes and brand equity image dimensions. Phone surveys, mail surveys, or online surveys are a few market research methods used to collect uniform ratings data. Customer satisfaction data, when consistently repeated over time, can provide trend information and signal problem areas. This is highly useful to guide the new products development process as well as your advertising, and branding strategy programs. While these hard numbers and trends are useful, it is often the qualitative portion -- the open-ended probing questions -- that can provide the most insight for strategy building. Verbal comments, suggestions, and complaint may point to changing needs which in turn may be kernels of new opportunities for strengthening competitive product and positioning advantage.

Contact us to discus your company's customer satisfaction survey requirements. As a customer satisfaction measurement firm, we have 20+ years solid market research experience helping companies know their brand and their customer.


Customer Satisfaction Research from Power Decisions Group