TECHNOLOGY & CONSUMER RESEARCH

Consumer research has undergone a metamorphosis. Research that used to employ long lead times, simplistic summaries and opaque demographics, is now characterized by quick outcomes, transparent customer profiles and highly targeted results.
An example of technology in consumer research is our use of virtual private network (VPN) for focus groups. Our clients can now view live focus groups from their offices via our streaming video site. This secured network also offers clients the ability to text questions in real time during the sessions so important issues are thoroughly vetted. As an example, we recently were engaged by a homebuilder looking to open a new division in Charlotte. Their management team was located in Atlanta. No need to travel or coordinate schedules; they simply logged in and watched the session.
We are also archiving focus group videos for 24 / 7 viewing. Clients simply log in and view the sessions at their convenience. If they missed a session due to a scheduling conflict or feel the executive summary did not fully explain the feedback, they can now review specific sections of the video as many times as they like.
We are also offering on-demand panels to deliver feedback on issues ranging from product design to customer experiences on their websites and other digital platforms. This consumer research allows clients to hone in on specific personas, using filtering capabilities, such as geographic, demographic, and socioeconomic criteria. Responses are typically tabulated within 24 hours. The process provides clients quick feedback with all customer insights in one place. You speed through analysis by drawing from the full universe of data.
Knowing what’s selling and where is simply not enough to make informed decisions. To gain an advantage in today’s highly competitive environment, the best builders and developers have an intimate understanding of who’s buying and why. National consumer trends, while always interesting, can be misleading on a local level. Just as you wouldn’t rely on national trends or pricing to establish the size and value of your new homes, builders need highly targeted consumer research to better understand their customer. Today’s technology makes the process quicker, easier, cheaper and better targeted.