June 18, 2012
Consumers Like Their Opinions to be Heard and Reward Brands That Undertake Research With Loyalty, Says Market Insight Firm Cint — CEO Asserts That Simple Consumer Surveys Should Be Used More Often To Determine Real Brand Value
As the economy continues to put marketers under greater pressure to achieve better results while operating within tighter budgets, market insight tools provider Cint advises brands to consider an often-overlooked method of consumer engagement that can dramatically enhance brand value. While there are countless ways to engage with consumers, one that might not be utilized to its full potential is the power of a simple consumer survey. In these turbulent times, many substantial companies once perceived as impervious to market fluctuations are succumbing to economic stress in startling ways. A common theme is emerging that indicates effective consumer engagement is critical to maintaining brand value. Developing and deploying targeted surveys to conduct consumer research and discover opinions on a variety of matters can inform better marketing strategies while making consumers feel that they are part of the process. This spirit of inclusion makes people feel like they are being heard, that their opinions are making a difference and that their needs are being met. This in turn encourages a higher level of satisfaction and, ultimately, brand loyalty. Furthermore, a recent study by Cint revealed that 62 percent of consumers are more likely to purchase a product if their opinion has been sought by a brand. "Unsettled economies around the world have truly created a consumer-driven marketplace," said Bo Mattsson, CEO of Cint, in a news release. "It is more important than ever before that brands reach out to their fans and make sure that they are part of the journey. Any company can make their consumers feel like they have a say in what is going on by asking them simple questions through a survey or questionnaire."
"Moreover, starting a conversation with consumers about a brand's current services and products can be valuable in improving these areas all the while building stronger relationships," Mattsson added. "Additionally, information obtained through consumer research can also affect future developments to create a symbiotic expansion of offerings."