Nigel Forbes, Managing Partner at Litmus, explains how consumer insight allows organisations to focus on the most important areas.
Understanding the needs of key stakeholders provides a clear indication of where to focus an organisation’s efforts.
In today’s complex world of ever-changing trends and consumer needs, it’s really important to track the opinions of key stakeholders and ensure that efforts are focused on the areas that are most important to the organisation and the people who work in it.
Consumer research is clearly very important but too much data can also be mind-boggling. Even a short questionnaire can leave you baffled about where to focus your efforts to improve the services:
* Do you need to extend the range of healthy choices?
* Should you introduce a pre-order system to alleviate queuing?
* Do you need to increase the number of plant based menu items?
The most common mistake with consumer research is concentrating on the areas where satisfaction is lowest. Measuring satisfaction alone is one dimensional, you should be analysing the gap between importance and satisfaction or ‘the satisfaction gap’. By using a gap analysis approach and looking to close the gap between importance and satisfaction by ‘doing best what matters most’ you will automatically increase customer satisfaction levels.
Consumer Insight delivers much more than an ordinary survey. A tried and tested methodology will provide an accurate and robust measure of how satisfied your customers feel and a clear indication of where you need to focus your efforts to improve satisfaction.
Learn more about our Consumer Insight services here.