Case Studies

Organization Turnaround - Market Research Study

Increases in sales, margins and customer satisfaction

Challenge

Evaluate the decline of sales and customer satisfaction and develop a turnaround plan.

Solution

Phoenix conducted focus groups of segmented customer constituencies to gain insight into the customer experience for a major corporation in the fluid power industry. We analyzed the objective input and data received and developed strategies to address each of the areas needing improvement. Once our recommendations were implemented, a successful turnaround began. The client has an ongoing commitment to engage its customers and listen to their feedback, with a goal for continuous improvement. 

Quantifying Member Activity

Exceeded past performance and response rates
Quantified industry challenges
Provided impartial data and analysis to direct substantive debate and media coverage

Challenge

Provide quantitative data to help demonstrate the need for legislative action to address Medicaid funding shortages and provide additional data quantifying providers’ current efforts to meet those challenges.

Solution

We surveyed nearly 1,000 Michigan members of a national advocacy organization for medical practitioners to quantify how much medical care their members currently provide to patients in need. Members were also asked for their impressions of the Medicaid program and perceptions about the challenges involved with providing care to patients within that program. The data collected helped the organization direct public relations and communications efforts to better inform the public of these challenges and to effect improvements to healthcare funding for the needy.

The survey results helped the organization get successful media coverage from various state and national news organizations. Because of our survey design and methodological recommendations, the response rate for this survey greatly exceeded the organization’s expectations and historical results.

Indexing and Forecasting Statewide Business Economy

Increased response rates by 69%
Reduced costs by a third

Challenge

Develop a new methodology for an established statewide business indexing survey, while improving response rates and keeping costs unchanged

Solution

In the past, this survey was conducted entirely by telephone with 600 randomly selected small to medium sized businesses statewide. Over the years, the data indicated that fewer mid-sized business owners and C-suite members were answering the surveys. Our solution was to use a multi-modal strategy, surveying most respondents online, while enhancing data within targeted markets with telephone surveys. This strategy proved to lessen the non-response bias inherent in B2B telephone surveys, and substantialy improved the response rates among larger companies.

This is an ongoing project. Because of our recommendations, we’ve been able to increase response rates by 69 percent, while cutting annual costs by one-third.

Building Winning Campaign Strategies

Political polling to build winning campaign and messaging strategies
Increased voter approval from 53% in 2001 to 62% in 2011
Improved voter support by nearly 300% in some areas

Challenge

Provide polling and campaign strategy for millage campaigns during an economic downturn in a community with a recent history of rejecting millage increases.

Solution

Political polling was conducted to determine strengths and weaknesses voters perceived in the proposed tax increase and the organizations slated to receive the funds. A campaign strategy was planned to accentuate the strengths and minimize the weaknesses. Messages were targeted to demographic and geographic segments most likely to be persuaded to vote in favor of the millage. Both millage proposals passed with stronger voter support than previous attempts and the percentage of yes votes on Election Day were within the margins of error of our surveys.

Campaign manager J.J. Boehm said, "The millage passed with 62 percent of the vote. We even carried areas where we had only 21 percent support in 2001. The proposal would not have done that well without the valuable insight of your research."

Creating Cost Effective National Consumer and B2B Research Programs

Increasing sampling sizes by 100% to reduce error margin
Improving response rates
Cutting costs in half from previous surveys

Challenge

Conduct surveys to cost effectively survey banking consumers and member banks nationwide to better understand their needs and their perceptions of new banking regulations being introduced in Congress.

Solution

We proposed a methodology to conduct B2B and consumer quantitative survey research to help a national baking industry advocacy organization craft a congressional appeal for fair regulatory reforms. We suggested targeting banking consumers through the use of online web panels to reduce overall costs and improve the sample size. The analysis provided quantitative insight and powerful statistics to help the organization determine critical priorities for members and consumers and provide persuasive testimony to Congress.

Our methodological recommendations allowed our client to double its sample size, reduce the margin of error, and significantly increase response rates from previous attempts and cut consumer survey costs by nearly 50 percent.