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NorthMark is proud of its client base which continues to expand as evidenced by these representative assignments in various market segments:
Utilities  Tracking studies have been conducted regarding attitudes toward different types of utility companies, awareness of certain environmental issues, and usage of particular types of home appliances. Comparisons were made between customers and non-customers and results were used to assess overall marketing strategies.Detailed customer satisfaction surveys were conducted using the SERVQUAL model which identifies 22 variables in five major feature categories and tracks customer perception of the importance of each as well as how well their utility performed vs. expectations of excellent service providers. Results were used to establish a "benchmark" for comparison over time and to identify areas needing improvement.Annual fuel use surveys have been conducted by telephone for the Governor's Office of Energy and Community Services (NH) to document the relative use of various types of fuel used for heating as well as issues related to conservation and efficiency.These involved stratified random samples of households in the state. Focus Groups were conducted with electric distributors, designers, contractors, and energy service firms serving the commercial and industrial market in New Hampshire. Issues explored focused on current practices and future trends regarding the use of energy-efficient lighting. The findings were used to compare with similar research in other states for the development of public policy.An electric utility was interested in documenting the level of awareness of various energy conservation programs as well as interest in new services that might be offered in a de-regulated market. Telephone surveys were conducted with customers and non-customers across the state. Results were used to help shape the utility's strategic planning effort.A regional fuel distributor was concerned that its business was not growing at the rate expected. A questionnaire was designed and telephone surveys conducted with representatives of households in its major market area to collect information on customer needs and comparative supplier images for its advertising campaign.Focus groups were instrumental in developing a new "tag-line" for use in advertising and promotional materials for a major state-wide bank. Several potential new "tag-lines" (developed by the bank's advertising agency) were presented to participants for their reaction. Feedback provided ideas for a completely new "tag-line" which has since been implemented.Several general banking market studies have been conducted involving random samples of households which documented the incidence of use of particular institutions as one's "primary" bank, the level of satisfaction with various aspects of the institution's services, and the level of interest in new financial products and services.Customer surveys have been conducted which focus on specific issues such as reasons for closing accounts, current usage and perceived convenience of branch hours, satisfaction with the mortgage application process, etc.A major supplier of OEM vehicle information systems was interested in better defining its market potential among trucking companies. Telephone interviews with fleet managers provided a database for the client's marketing efforts.An electrical instrument company, already a major supplier to the automotive industry, was investigating new opportunities in marine markets. Telephone surveys of boat builders and their major instrument panel suppliers were conducted to document existing supplier relationships, future requirements, and factors of importance in selecting instrumentation suppliers.A manufacturer of commercial/industrial de-humidifier systems needed market information relative to a perceived new product opportunity with motels/hotels. Working with the Product Manager and other technical marketing consultants, a mail survey was implemented to collect information on the scope and nature of the market.A manufacturer of facsimile (fax) paper was interested in better understanding the market for thermal fax paper in small businesses. Research objectives were to determine key buying decision criteria - factors of importance in buying particular brands through various channels of distribution (office stationers, office superstores, wholesale clubs, mail order, etc.). Issues explored included pricing, packaging, product features, etc. Research included focus groups and telephone interviews.A major New England-based construction equipment dealer was concerned about lost business to its major competitor. Questionnaire design assistance was provided as well as conducting telephone and mail surveys with business decision-makers. The research provided more complete information on the competitive market situation and how the dealer organization compared with its major competitor in meeting customer needs.Customer satisfaction surveys are conducted for an industry-specialized computer software firm and value-added reseller of accounting software firm. Topics include product features, sales personnel, technical support, account management, training, customer communications, etc. Most involve quarterly telephone interviews to monitor changes over time. Results are used as one factor in employee performance reviews.The availability of cost-effective and responsive service and support is a critical issue for computer/communications equipment users. Research was conducted with users and vendors to document trends in customer self-maintenance and usage of third-party service organizations as alternatives to service being provided by the equipment manufacturer or reseller.An alumni survey was conducted by telephone for a major state university to assess how attitudes and opinions may have changed over time. Results were useful in assessing programming and fund-raising activities.A high school vocational education program was concerned about its image given less than optimal enrollments. Focus groups were initially conducted with high school students to identify some key issues. This was followed by development of survey instrument which was administered to broad base of students. Information was used in developing a new marketing program and was instrumental in re-naming the program.The Business Department of a 4-year college was re-assessing its Masters in Business Administration program and interested in identifying opportunities for other "business outreach" efforts (Certificate Programs, Workshops, Seminars, etc.). Assistance was provided in the form of mail surveys and personal interviews.A hospital needed research assistance in two major areas - measuring community image and awareness of its programs and measuring patient satisfaction with its services. Assistance was provided by conducting focus groups, developing survey instruments, conducting telephone interviews, and providing quarterly reports.A hospital required an assessment of community usage and opinions of area Emergency Room services. A survey instrument was developed and telephone interviews conducted to collect information on the major reasons for selecting ER facilities, image/perception of its services compared to other providers, and awareness of specific ER advertising. The study was useful in planning advertising programs for newly announced services.A medical administration organization was interested in assessing satisfaction with its services among medical providers. Assistance was provided with the design of a mail survey, administering the survey, tabulating the data, and providing a written report of the findings.An environmental consulting firm was interested in fine-tuning its advertising efforts. A survey instrument was developed to be mailed to key customers and prospects for purposes of documenting buying decision criteria, image/perception of the company compared to competitors, and major marketing information sources.A personnel agency was interested in exploring opportunities for expansion in selected NH and VT markets. A questionnaire was designed and telephone interviews conducted to assess the market for temporary personnel services in area businesses. Survey tabulations were provided in addition to demographic data on population and business statistics by labor market area.A Midwest firm manages a computerized job referral service which it had been refining over the past 10 years. While historically neither employers nor job seekers paid any fees to be listed in or use the database, the company believed the service had value and commissioned telephone surveys of area employers to determine their willingness to pay and level of price sensitivity.Tourism research services have been provided to the NH Office of Travel and Tourism Development in the form of visitor surveys and conversion rate studies conducted by mail and with focus groups. The primary purpose of these efforts has been measuring the effectiveness of advertising/promotion programs and the image of New Hampshire as a vacation destination.Focus groups have been instrumental in evaluating the image of regional tourist destinations and the fulfillment materials developed to respond to advertising inquiries.The New England division of a national auto parts supplier was considering opening a "non-traditional" retail store to attract "non-traditional" customers of auto accessories and specialty items. Focus groups helped refine the retail design concepts and new logos.A retailer of general merchandise, craft supplies, and hardware was concerned about its market position and competition from larger competitors. A mail survey was designed and implemented with households in its major market area to document factors of importance in patronizing such retail establishments, satisfaction with area merchants, and media habits. In addition, demographic and consumer spending data from Claritas was provided to assess the potential market.Seasonal "intercept" surveys have been conducted for a major regional "outlet mall" to profile visitors and provide feedback on the effectiveness of its marketing activities and satisfaction with the "shopping experience".Local School Boards were faced with difficulty in obtaining voter approval for proposed new school building programs. Voter research included focus groups and mail surveys. Information collected on attitudes, opinions, and willingness to provide various levels of financial support was helpful in revising proposals to obtain voter approval.The Board of Selectmen were reviewing the current form of town and school government and were charged with making recommendations for possible improvement. Assistance was provided with the development of a survey to provide input from voters on their level of interest in making changes to the meeting times and voting format.In conjunction with a Planning Consultant, a state-wide analysis of the need for Assisted Living Housing for low-income senior citizens was conducted for a major state agency using a combination of mail and telephone interviews to document level of need and factors of importance in the decision-making process.Telephone surveys are being conducted as part of a multi-year tracking study for a state environmental services agency to provide feedback on the effectiveness of its "clean air" radio spots.Focus groups with several constituency groups were conducted for a state transportation agency to assess issues and opportunities associated with a pedestrian safety program.A mail survey of town residents was conducted to provide direction for an update on its master planning efforts.Readership and listener surveys have been conducted by mail and telephone for several newspapers, magazines, and radio stations. Information collected was useful in planning redesign and programming efforts as well as preparation of "media kits". |
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