reaching elusive customers - the five elements of success
TRANSCRIPT
Copyright 2015 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
Susan Saurage-Altenloh August 2015
Accessing Elusive Customers: The Five Elements of Success
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• Challenges
• Five elements
• Case examples
Our Path Today
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Consumer Incidence in Decline
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Seven Steps to Highly Successful Surveys. (n.d.) Vovici
Length of Survey
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Nature of the B2B Challenge
Gatekeepers and filtration points
Time comes at a huge premium
Lack of interest in topics
Trends point away from “research” engagement
Response rates vary wildly
Populations are typically low-incidence
Copyright 2015 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
The Five Elements
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Position the Interview
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Note on Improving Invitation Efficacy
Minimize spam
Use appealing subject line
Send from a corporate email address
8-second WIIFM rule
Clever incentives
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Simplify Participation
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Establish Value of Participation
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Clarify Relevance to Role
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Personalize
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The Five Elements
Position the interview
Simplify participation
Establish value of participation
Clarify relevance to respondent role
Personalize
Copyright 2015 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
Cases that Incorporate Five Elements
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Case 1 – Real Estate Developers, Property Managers
Industry: Cable management solutions Always on property, never in office Wear several hats Topic is small among huge, expensive elements Solution is commoditized
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Case 2 – IT Project Managers, Engineers
Industry: CRM, content creation and web analytics Long implementation schedule with shifting objectives Multiple implementation managers with linked roles Sales consultants plan differently than IT project engineers Extremely costly and time is money Global differences in implementation culture
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Case 3 – Airport Transportation Managers
Industry: Ground transportation for air travelers Regulatory restrictions Employed by government entities Understaffed, under pressure Dozens of similar projects always in process
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Case 4 – Pharmacists
Industry: Healthcare Retail polarity (chains vs independents) Extended work weeks Unremunerated activities to achieve compliance Mail order pharmacies crimping revenues
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Case 5 – Project Engineers, Purchasing Agents
Industry: OEM Global challenge of expat schedules Frustration-based reticence Multiple brand involvement creates confusion
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About the Presenter
Susan Saurage-Altenloh: Disruptive researcher
Smarty pants
Committed to actionable insights
Perpetual student
Great clients (even the large ones)
Highly collaborative
Gym rat, but hates cardio
Talented chef & passionate foodie
Technology addict
Business owner
Leading edge > bleeding edge
Price rarely matters
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