• Consumer profile research

The test’s main objective is to identify the needs and understand the problems that customers coming to retail or service outlets may encounter. It is also aimed at identifying consumers’ motivations, shopping habits, and lifestyles. Thinking in consumers’ categories is a basis for effective construction and implementation of marketing activities. An efficient sales process is practically impossible without the knowledge of value of goods and services offered for which the customer is ready to pay. The value consists not only in the product’s (service’s) technical or aesthetic properties, but in a wide range of functional applications beneficial from the customer’s perspective.

Consumer profile includes demographic, economic, social, and psychological aspects. Details concerning the scope of gathered information and the outlets tested are each time tailored to the client’s individual needs.

Information gathered during the process of customer profile testing can be used in projects involving tailoring the product or service offer to customers’ needs, development of new products and services, deciding on the appropriate price level for products and services, defining products’ and services’ distribution channels, selection of appropriate promotional activities and loyalty programs. The information also enables observation and possible verification of already undertaken marketing activities.

  • Customer satisfaction research

The research’s objective is to acquire information about customer behavior – to learn about the level of customer satisfaction and the degree to which it is realized (manifested satisfaction vs. hidden satisfaction), and to define the probability of customers returning to a given system’s outlets. The realization of being satisfied with a product’s brand or with a service increases directly proportionally to customers’ loyalty. True loyalty is connected with customer’s commitment to a brand and results in regular purchasing of goods and services. A loyal customer is likely to recommend the system to friends and family – and that – as is commonly known – is much more effective method of winning new clients than advertising activities.

The following are the basic elements included in the test: examining customer satisfaction level, checking the probability of customers’ returning to the system’s outlets to buy more goods and services, measuring the level of commitment to the brand, the involvement in the system’s brand, and considerations about the system’s brand. Details concerning the scope of gathered information and the tested outlets are each time tailored to the client’s individual needs.

Information gathered during the test forms a basis for the assessment of the degree of advancement of consumer loyalty building process, for designing loyalty-creating promotional activities, for the creation of loyalty programs, as well as for the introduction of improvements and changes in customer service processes. Customers’ declarations of returning to the system’s outlets are among the basic data, indispensable while creating a system’s marketing strategy.

  • Mystery shopping test

The research’s main objective is to conduct thorough and detailed examination of goods’ and services’ sales process from the perspective of the customer. The test is also used while verifying promotional activities. Identifying strong and weak points in customer service processes, comparison of service levels in a system’s outlets, and checking the outlets’ standard are aimed at increasing customer satisfaction and, consequently, indirectly contribute to the increase of sales in particular outlets and in the system as a whole. Information acquired during the test is very helpful while creating customer service standards or during the process of improving customer service level, while preparing training programs for employees, as well as while evaluating the effects of the trainings that have been conducted before. The test relies on objective fact gathering and analysis, which is its main asset.

The following are the basic elements included in the test: product knowledge, sales techniques, direct customer service (showing interest in the problem, responsiveness, addressing consumer’s needs, and the appearance of service providing personnel), compliance with the system’s standards and procedures (contained in the operational manual), as well as the outlet’s organization and interior, and product merchandising.

As research techniques, we recommend personal interviews, telephone and internet interviews, as well as in-depth focus group interviews based on additional information from “mystery shoppers” involved in the project. It is possible to devise several visit scenarios for one research, and to use non-standard tools.

  • Partner satisfaction research

The research’s objective is to define personal predispositions of the system’s partners and of customer service personnel, and the degree of their professional satisfaction. Satisfaction resulting from the running of a franchise, agency, or distribution outlet as well as professional satisfaction of customer service personnel indirectly contributes to the customer satisfaction and the growth of the entire system’s turnover. The research also examines the relation between personal predispositions and professional satisfaction. Its findings are then used as a basis for defining the psychological profile that will be helpful while recruiting new partners or employees.

Partner satisfaction test is recommended particularly in companies whose operations are based on franchising systems. The satisfaction of particular outlets’ employees translates into satisfaction of the entire system’s employees and satisfaction of the system’s customers. Careful attention paid to partners’ and personnel’s satisfaction reflects the fact the system’s operator is a good business partner, a good employer, and a trustworthy supplier of goods and services.

The research is based on the examination of partners’ and employees’ personal predispositions and the level of their professional satisfaction, including overall satisfaction with the running of an outlet, with the job done, with the work environment, as well as the ratio of the strong and the weak points of the run outlet and the position held. Details concerning the scope of acquired information and the outlets included in the research are each time tailored to the client’s individual needs.