A Client Story: Leveraging Custom Market Research to Reach Business Goals
Q: How did you and your researcher, Ed Gleeson work together from the start of the project?
JH: Ed is great. He listened to our needs and the challenges we were facing in this project and helped work through issues with custom solutions. We didn’t have all of the answers at the beginning, because that’s the nature of research—there’s no telling who or how people will respond. But as we ran into hurdles (i.e., super compressed timelines and very low response), Ed worked with us to find solutions and get responses—in some cases, this meant manual work and personally calling qualified respondents. There was never a concern about whether we’d be able to get this job done, it was just a matter of figuring out how. In the end, we got there; Ed delivered enough responses (176) from the right people so that we could provide statistically reliable metrics and analysis to our client.
Q: Can you describe how you worked with your researcher throughout the project? And as a company not directly involved with the printing industry, were there any modifications that had to be made?
JH: Ed was very responsive and easy to work with. Our team developed the survey draft, questions, and quotas. But Ed provided recommendations on copy that helped us to be more in line with industry-speak. Plus, we jointly reworked problematic questions to ensure we would be qualifying only the people we needed while disqualifying the rest.
Ed coded, sent, and managed survey responses, so we didn’t have to worry about these elements. He created a digital dashboard of high-level research highlights so we could check in as necessary and provide the client updates throughout the process.
Some of Printing Industries of America’s research processes and forms varied from what we might typically see, but Ed was able to alter his standard protocol and deliver the results we needed, formatted as requested.