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Does your company employ market research in order to attain customer feedback?
Is market research, or some means or surveying customers part of your customer service or retention strategy? Do you rely on such platforms for collecting feedback and responding accordingly? Or do you rely on other means? Have you had success with feedback collection in the past?
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I love this question - could write a book on it! I'm pretty old school, and look at customer feedback very differently from conventional market research, where you go out to the market and collect data from a structured sample.
Similarly, I look at conventional research programs differently from online surveys, which may be cheaper and faster, but have lot more holes in terms of data integrity.
I'm not your target audience, so I just want to start the conversation by noting there are many ways to research your customers - as well as prospects and ex-customers - all of whom can provide invaluable guidance on running your business more successfully.
I'll close out by saying that I HOPE the answer to your question is YES, regardless of how the research is done. Having been a market research practitioner for 25 years, I can say first hand that this tool is not well understood or properly valued.
This is especially true for the Internet generation, who are brainwashed into thinking what comes in over the Web passes for research, and is blindly credible. I'm too old school to buy that logic and know better about what constitutes research you can make sound decisions around!
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