USERS AND PRINCIPLES

Marketing Divisions, Product Divisions, General Management, Quality Divisions, Research…

These surveys can take place at any time, for example directly after a product/service has been launched or modified.

The surveys allow for the inventory and ranking of all customer evaluations of a specific product/service.

OBJECTIVES

ESTEL Product/Service Perception surveys provide an overall vision of the product/service, from the customer’s point of view.

The survey objectives are numerous :

• Identify and rank the strong and weak points, in order to determine customers’ expectations and improve future design decisions



• Analyse the purchase process >> determine areas of hesitation, understand the main motivations of customers and the reasoning behind their choices with regard to the competition



• Identify the axes of communication that are compatible with the customers’ perception >> noting their comments and reporting them in full.

METHODOLOGICAL APPROACH

Survey method : telephone (CATI system)

Product /Service Perception surveys are developed according to a spontaneous/assisted questioning method.

Verbatim are monitored in real time during data collection, then classified :

Quantified results are obtained from the answers to the open-ended questions and coding comes after fieldwork (post-coding).

Note : ESTEL regularly works in partnership with a qualitative research agency, before (identification of the research field and preparation of a quantitative phase) or after (going thoroughly into comprehension of results) a survey.