NorthMark Group - NG News Online - Fall Newsletter 2001

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Fall Newsletter 2001

The Strategic Value of Marketing Research
A recent article in the August, 2001 issue of "Alert!", the monthly newsletter of the Marketing Research Association, caught our eye. Written by Elaine M. Hynes of Knowledge Systems & Research, Inc., the article states that the complete value of a well thought-out research approach that is aligned with business strategy, goals and objectives lies in the ability for a company to make clear, fact-based, timely decisions such as:

Evaluation of life cycle outcomes - make necessary changes to product/service; create and execute exit programs.
Assessment of customer support - make necessary changes to customer "touch points".
Evaluation of marketing programs - make necessary changes to messaging/advertising.
Evaluation of return on investment/profitability by customer or market segment - make "go/no go" decisions by segment based on cost-to-serve ("Can I afford to be in this market?"); identify the "undesirables".
Assessment of customer loyalty - make necessary changes to increase customer repurchase "triggers"; identify who are the "vulnerables" and create retention plans.
Evaluation of future investment intentions for the firm - via "concept" testing.

The article concludes that given the vast array of decision support that marketing research can provide, it is worth remembering that the ultimate strategic value of marketing research lies in its ability to provide a structured path to a firm's return on investment, as well as its return on relationship.

As "Your Strategic Research Partner for Effective Decision Making", we would be pleased to discuss how our services can satisfy your market information needs and improve your marketing decision-making.

NorthMark Group Celebrates its 15th Anniversary
The NorthMark Group has been providing market and opinion research services for 15 years. For those of you who have been clients, we are grateful for the opportunity to have been of service. We thank you and look forward to continuing to meet your market and opinion research needs in the future.

Clients have benefitted by improving various aspects of their marketing efforts or decision-making through the custom design and implementation of market/opinion research studies to assess:

New Product/Service Marketing Opportunities
Customer Needs/Requirements
Company Image/Perception
Advertising/Promotion Effectiveness
Customer Satisfaction
Competitive Market Position

In response to client interest and taking advantage of current technology, NorthMark now provides the ability to conduct "on line" or "email" surveys. These methodologies are appropriate for certain populations and drastically reduce the timeline for conducting research compared to telephone or mail surveys. Potential respondents are sent an email inviting them to participate in the survey. If willing, they are given a password and directed to a website where they complete the survey "online". We would welcome your inquiries on whether "online" surveys may be appropriate for your project.

How may we be of service to you? Let us know by returning the enclosed postage-paid card, calling us at 800.639.7803 or by email (info@northmarkgroup.com). We will be in touch promptly to set up a no-cost, no-obligation consultation followed by a written proposal for your consideration. We'd also appreciate you returning the enclosed Contact List to continue receiving future issues of "NorthMark Notes".

NorthMark People
Steve Thurston, Principal of The NorthMark Group, currently serves as President-Elect of the New England Chapter of the Marketing Research Association (MRA). He was chairperson for the chapter's annual "Best Practices" research forum held October 4th at the Sheraton, Needham, MA. This all-day session included presentations from 5 speakers on topics such as: "The Trials, Tribulations, and Triumphs of Online Surveying", "Channel Response Focus Groups", "Using Customer Feedback to Drive Business Improvement", "Segmentation and Target Marketing", and "Effective Research Techniques with At-Risk Target Groups". For more information about the MRA, becoming a member, or the research forum, please contact Steve at NorthMark's office.

Recent Client Assignments
NorthMark's client base continues to expand as evidenced by these representative assignments:

Computer Software Company - Customer satisfaction surveys have been conducted by telephone to provide feedback on various aspects of company activities including sales, product features, technical support, consulting, etc. Information obtained was useful in monitoring/rewarding departmental and employee performance.
Tourism/Attractions - NorthMark continues to provide research to various state and regional tourist organizations. Specific projects have included visitor surveys, conversion studies, and focus groups. Feasibility studies have been conducted for new attractions being planned.
Retail - 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".
Governmental/Municipal - Telephone surveys are being conducted for a state environmental services agency to provide feedback on the effectiveness of its "clean air" radio spots; focus 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.
Utilities - Customer surveys were conducted by telephone for a major electric utility which was evaluating new service opportunities in a deregulated market environment.
Medical/Dental - Customer satisfaction surveys were conducted for various providers to provide feedback on activities such as sales/marketing, plan administration, claims, utilization management, provider relations, and customer service.
Financial - Surveys were conducted by telephone for a credit union to assess possible market opportunities associated with geographic expansion efforts.

NorthMark's Services
The NorthMark Group provides market/opinion research services to businesses, organizations, and individuals. Complete project capabilities include:

Research and Questionnaire Design
Data Collection/Tabulation/Analysis
Reporting of Survey Results with Conclusions/Recommendations

Quantitative and qualitative approaches can be provided using methodologies such as:

Personal/Executive Interviews
Telephone/Mail/Online Surveys
Focus Groups

The NorthMark Group
214 South Main Street, Concord, NH 03301
v: 603.226.2260 or 800.639.7803 f: 603.226.2675
w: http://www.northmarkgroup.com