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Market research is the key to finding out what your customers want
August 2006
Market research is the key to finding out what your customers want and
whether they are happy with your products or services. A great way
to find out more about your customers is simply to watch them. If
possible go outside and observe your customers coming into your premises. What
attracts them? Do they seem satisfied when they leave? You
can also watch them receiving your product or service. What types
of people are using your product or service? How are your staff treating
the customers? By looking at these things you will be researching
your customers in a cost effective way.
For example a restaurant manager could take a step back from working the
restaurant floor one evening and observe what happens in their restaurant. He
could note the type of people in the restaurant e.g. are they young or old,
families or couples? He could note how long customers have to wait
for their meals and whether they appear satisfied with this. A manager
could see how the staff treat their customers and how they handle queries
or complaints. All of this information can be used to improve customer
service and target the appropriate markets.
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