contact Apply now!

Secondary

Main

Optimizing Customer interviews/surveys with Market research

With no doubt, customer interviews and surveys during market research are great tools to better understand customers’ needs, wants, purchasing behaviors and consumption patterns to list few benefits.

Nevertheless, too often, the market research activities focus only on already existing customers that are already buying and using the offerings available to them. Therefore, while conducting market research it is worthwhile investigating also non-customers or non-users for two main reasons.

The first reason is that by disregarding non-users and non-customers, analysts fail to have a complete view of the entire market potential. Indeed, non-users are also part of the market potential; the part that has not been reached yet.

The second reason is that interviews are a great opportunity to understand why non-users are not purchasing the available offerings and thus could understand the reasons why they are not buying and what could be done to make them change their behavior and get them to start buying.

An additional critical element to get the most of interviews and surveys is to make good use of the segmentation criteria at the beginning of the interview/survey to be able and the end of the process to generate customers’ profiles, summarizing findings for each segment that share the same characteristics.

Search


Looking for something specific? Search our website and resources, and do get in touch if you need more information.

Steps to high quality business external environment analysis

Over many years of reading market analysis from thousands of reports, it appears that the same issues pop-up again and… Read more >

Optimizing Customer interviews/surveys with Market research

With no doubt, customer interviews and surveys during market research are great tools to better understand customers’ needs, wants, purchasing… Read more >

BSL Alumni Sustainability Lab – Kick-off

Are you ready to be part of the NEW Alumni Sustainability movement? Alumni Vincenzo Pellegrino (EMBA Sustainable Business) and Lena… Read more >

An Inspirational BSL story worth telling…

Based on Professor Julien de Grandbois’  BBA Entrepreneurship class, Summer 2018, and his role as First Jury member named by… Read more >

Join BSL and Michel Jordi for a riveting event!

BSL invites you to join us for a riveting workshop, book presentation and signing event with renowned Swiss serial entrepreneur and… Read more >

How to make your 2019 Sustainability goal a reality

The beginning of the year is often a moment of reflection, an occasion to think about last year and improvements… Read more >

Meet Matteo Ghedini, Founder of Croqqer, the App that helps you rediscover the value of community

We catch up with Matteo Ghedini, the Founder of Croqqer, who came to BSL as a guest speaker back in… Read more >

Disruptive Strategies for Sustainable Enterprises

Our professional development course, Disrupting the Business Model  – Strategies for a Sustainable Enterprise, starts on April 9 and we’re… Read more >

Hans Christoph Binswanger, co-founder of IWÖ, passes away

We would like to share our deepest condolences with the family of Prof. Dr. Hans Christoph Binswanger and with our… Read more >

BSL champions responsible management education for a better world at WEF

Business School Lausanne attended the World Economic Forum in Davos for the first time this year. One of the events… Read more >