Research

Research is the foundation of all that we do.  We think it is critical, so plans are based on a strategic understanding of customer intent, and not only on management opinion.

We are experts in a variety of research methods:

Quantitative Research

Most of our quantitative research is email based. This allows us to efficiently manage research to numerous groups of stakeholders, both Customers and prospects.  We develop sophisticated branching logic, if needed, to tailor the sequence of questions by group.

But, what sets us apart is our analysis.  Rather than delivering a ream of PowerPoint slides, we focus on customer intent.  We develop a series of crosstabs to get different views of the data.  Our thorough analysis yields a short list of robust strategies, based on Customer intent.  These are the foundation of our strategic plans.

Qualitative Research

We have designed, executed and moderated numerous quantitative research projects in the form of focus groups.  We are skillful in developing discussion guides to allow the moderator to be most successful in the groups.  We find there is leverage in using qualitative and quantitative research in tandem.

Net Promoter Score®

Becky is certified to utilize Net Promoter Score®, or NPS®, which measures customer experience and predicts future business growth and viability. This proven metric transformed the business world and now provides the core measurement for customer experience management programs the world round.

We calculate your NPS using the answer to a key question, “On a scale of 0 -10, how likely is it that you would recommend [brand] to a friend or colleague?” Then an open-ended question, “Why this rating?”

This simple, yet robust measure is the only customer satisfaction question to predict future growth and profitability.

Database Analysis

Many think that database analysis replaces consumer research; they couldn’t be more wrong.  Database research is transaction oriented, even those with psychographic and demographic overlays.  Simplistically, database analysis tells what happened; consumer research tells why it happened and what may happen in the future.  Consumer research gives context about customers’ thought process and attitudes about a brand, category, the economy and more.

However, database analysis and consumer research can complement each other.  Using both tools, Windward Group often unearths amazing nuggets that lead to new marketing strategies and increased profitability.