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Using Immersion Techniques To Get Closer To The Customer

Using Immersion Techniques To Get Closer To The Customer

Published in PBIRG Perspective, November 2011 By Marc Yates, Director Asia Pacific

Companies who want to be successful in the 21st century know that they cannot rely on the old adage that “a good product will sell itself”. To ensure sustainable growth, companies are increasingly focusing on their customer’s needs and organising their resources to be more customer-centric, which means putting the customer at the heart of the organisation. This approach has been successfully implemented by many leading FMCG companies. However, adopting a customer centric approach is not easy to accomplish. It requires a complete shift in corporate culture and structure—moving away from traditional departmental roles and silos, where sales are left to sales, product development is left to R&D, and the brand is owned by marketing, to one which makes the customer the focus of the entire company—its goals, strategies and activities. The first step to achieving customer-centricity is to have a deep understanding of the customer and the best way to do that is via market research. The question is how can we use market research to achieve the customer-centricity that will improve satisfaction and loyalty amongst existing customers and attract new ones? The pharma industry is developing a more customerorientated focus with many companies developing sophisticated database systems and…

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