CORERATERQuick Customer Feedback

New mobile methodologies provide

on site access to customer opinions

April, 2011

RATIONALE For businesses with youthful target markets, it is difficult

to garner feedback.

Traditional customer feedback methodologies are either:

o Unappealing – comment cards

o Expensive – personal interviews

o Ineffective – kiosks are ignored or used by few people Mobile technology, and the apps on smart phones,

provide useful software.

Smart phones are becoming very popular among young people, who enjoy playing with the apps. Presently QR codes take participants to journeys beyond the print display –often from magazine ads to videos or web sites.

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UNIQUE MILITARY NEEDSCore Research understands that there are unique

challenges when inviting troop feedback: They have “survey fatigue”

They are predominantly young men, who are traditionally less inclined to participate in research

They have other things on their mind.

Club locations are

not conducive to surveys:

Djibouti on a Friday night

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CORERATERMETHODOLOGY

• Table tent invites participation

• Combining QR codes and simple phone usage allows for participation and comments by both smart phone users and those who prefer basic telephone technology.

• Results include quantitative metrics and robust verbatim comments.

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COMPANY BACKGROUND Core Research was founded 22 years ago

www.coreresearch.biz Susan Korbel, Ph.D. is the sole proprietor Customer Research for key company

clients:oArmed Forces Entertainment - 6 yearsoRestaurants (Jim’s, Taco Cabana, EZ’s,

Cappy’s, La Fonda on Main) – 19 yearso San Antonio Automobile Dealers Association -

21 years

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PROCESS: CHOICE #1

Phone call The brief survey begins when respondents call

the 800 number and is prompted to answer close-ended questions, followed by an opportunity to comment in their own words.

Core Research receives the data from the call:o Location, time of day, event evaluation

o Comments, which are summarized

The dial in phone number varies depending on mobile coverage area.

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PROCESS: CHOICE #2

QR Code The customers screen the QR Code,

which directs them to a website

The customer is invited to answer

a few close-ended questions, followed by an opportunity to type in comments.

Core Research receives the data from the survey input:o Location, time of day, event evaluation

o Comments, which are summarized

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CORERATERREPORTING

• The report will be prepared and placed online at Core Research’s site with secure login permissions for viewing or downloading as needed by management. 

• Typical reports are monthly, although more frequent uploads (including simultaneous) may be ordered at additional fee.

• Reports will include metric tracking and verbatim comment summary.

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