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Marketing Surveys
Now and Then
Previously most companies offered products and services based on their best estimates of customer needs. This method was very uncertain. Today, market research has taken much of the guesswork out of marketing and development. Using surveys, companies can now save valuable time and resources by pinpointing a target population's needs and wants; they are then able to adjust their product offerings and marketing plans accordingly. In fact, market research has become a necessary component of any marketing effort. Even businesses that required little marketing in the past, such as utilities, must now vie with rival companies in many parts of the country and commonly use market research to stay ahead of the competition.

 Understanding the Customer
We believe that understanding customer behavior is the basis of a good marketing strategy. Market research allows companies to question customers and potential customers on their tastes, habits, and preferences, and then use the resulting data to make informed marketing decisions. Market research also allows companies to personalize their services based on a respondent's stated preferences. It is increasingly common for companies to offer particular products, discounts, and offers that match their individual customer's profiles.

 Facts and Figures
Web-based research is by far the fastest growing marketing survey method, partly because it is fast and relatively inexpensive, but also because response rates tend to be higher. It is estimated that two thirds of all households have answering machines, and many people screen their calls to avoid talking to solicitors. Also, when people are contacted on the telephone, nearly half refuse to participate in the survey. Mail surveys encounter a similar problem, with over a third of Americans refusing to fill out the most recent census, even though law requires it. Online respondents, on the other hand, usually agree to be surveyed beforehand, and they can fill out surveys at their leisure, leading to very high response rates.

At Everest we make sure that this job is done and that all the necessary feedback is obtained in the correct manner so as to make things swift for the client as well as the people. We offer our clients different option on what they can give the people undertaking the survey as incentives so as to attract genuine and good quantity of responses. Incentives can be as small as a discount coupon or large as a cash payment of five to fifteen dollars, depending on the type of survey and the target population. Commonly respondents are offered entry into a sweepstakes or points that can be redeemed for prizes. Cash incentives can be problematic, and if you are considering using them, there are many things to be taken into consideration in the latter stages. Incentives not only entice people to respond to marketing surveys, they can also help establish a reliable population for future surveys. When offering incentives, it is important to establish conditions, such completing the entire survey and providing necessary demographic information.