Market Research: What Your Customer Wants

Once you define your customers, it is critical to assess their needs. Market research is the process of gathering data about a customer’s satisfaction, attitudes, and current/future requirements.

A systematic approach to customer research should proceed as follows:

1. Define the customer.

2. Select a sampling method.

3. Obtain the data.

4. Analyze and check the data.

5. Communicate and utilize the findings.

Several tools are available to acquire market research data. The best method is direct personal contact with key decision makers. This step is essential to identify existing or emerging needs, potential threats, and trends within the program’s service area. It also helps guide the development and enhance the understanding of quantifiable data obtained from traditional research tools such as the formal survey and emerging research tools such as customer relationship management and social media. Although traditional research tools are useful in defining and statistically analyzing market needs, emerging research tools may be more effective in engaging customers and may provide more meaningful qualitative data. Surveys can be accomplished either by telephone with preidentified individuals or using online applica­tions (surveymonkey.com, zoomerang.com, questionpro.com) e-mailed to key decision players. For phone or in-person interviews, it may be helpful to e-mail the survey prior to the discussion so specific points can be discussed. Formal surveys require statistical reliability and should be well constructed. Questions should be worded carefully to avoid bias. Coding and analysis of open-ended questions should also be considered. Examples of sample survey questions are shown below in Table 13.1.

Table 13.1: Sample Survey Questions

1. Are you satisfied with the service provided by the transport program? If so, how? If not, why?

2.

3. Compared with other transport services, what are the strengths of this program (eg, communications system, availability, rapidity, consultancy, clinical expertise, professionalism)

4. How likely are you to recommend the transport program?

Telephone and written surveys should be followed with a letter of appreciation for the respondent’s participation. Follow-up communica­tion is also effective as a means to refer customers to more information (ie, further advertising) such as a website or newsletter. Although many opportunities exist for obtaining data, personal contact allows the oppor­tunity for developing relationships and networking with customers.

A contemporary and dynamic approach to market research utilizes customer relationship management (CRM). CRM is a commonly deployed tool that allows companies to interact with their customers and sales pros­pects. CRM initially was developed as a set of business processes but has become a tool that mostly uses “cloud” computing to manage customer conversations and information. By understanding the purchasing decisions and habits of customers, companies are better able to cater services to their needs and, thus, increase their sales. As technology continues to integrate into the tracking and delivery of transport medicine, CRM may develop into a plausible tool for transport market research in the future.

Social media is another modern tool by which customers share opinions and experiences with services. Because social media is uncensored, informa­tion can be very revealing about a particular product or service. The social media revolution has become a staple in marketing research for small busi­nesses. Companies are incorporating social media tools as a regular business process, thus creating a direct tool for monitoring customer commentary. In transport medicine, social media may be more useful for feedback from end-users (patients/families), rather than the customers themselves. If you are considering incorporating social media monitoring, use as many inputs as possible to maximize strategic tactics and breadth of services. Consideration of statutes governing protected health information, such as the Health Information Portability and Accountability Act (HIPAA [Pub L No. 104-191]), should also be considered.