This would usually be a CX topic - but market research done well, with more empathy, can achieve the same positive outcome.

In this video, I share a recent experience that could have been turned round. Just by changing a few words

Your market research doesn’t have to be a cold experience.

Treat people how you’d like to be treated and you’ll improve your response rate. To give you an example, we recently had lunch at a winery. Had a beautiful setting, with awesome food and friendly service.

But at the end we waited ages to get the bill, and even longer to have a further tasting and maybe even take some home. What started really well, ended with a poor impression.

So two days later when my wife Judy received a survey form asking for feedback, it was all about helping them, but not improving her experience.

So instead of reliving that bad experience, she just didn’t send it back. Which is a real shame, because the business missed out on some valuable feedback.

As Judy said, they could have turned it around with a more engaging cover note on what was in it for her. Something like … We try hard but don’t always get it right. So let us know what you think, and as a thank you, we’ll give you a discount on your next meal.

The point it, if you ask for feedback with genuine empathy, you’ll not only unearth nuggets of improvement to work on, but you’ll also create a loyal fan base who will spread the word in a positive tone.

Making your market research an extension of your marketing.

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