Internet based market research
Carl Zeiss SMT, Germany
www.smt.zeiss.com
Project:
To understand the perception of the Carl Zeiss brand in the electron microscopy market.
Process:
An on-line questionnaire and survey website was designed and email invitations issued to over 5,500 named individuals. Zeiss supplied 50% of the names and this was matched with a de-duplicated list rented from the Materials Research Society (50%).
Following analysis, a detailed analytical report was prepared recommending future actions and strategies to build current position in the market.
Key observations:
- More than 12% of the 5,500 names responded.
- Over 90% indicated future buying intentions to provide the sales force qualified targets.
- Over 60% indicated a willingness to take part in future surveys for the company.
- Detailed responses were generated through a series of optional text boxes. These granular comments were vital in measuring Zeiss' performance in customer service activities.
Conclusions
Many companies feel they know their markets, often making decisions by 'gut feel'. Zeiss showed the foresight to carry out independent research and establish a baseline for their future performance.