EXPERTISE

Travis Research excels in carefully designed and executed primary research specifically tailored to client needs.

• Advertising Research
• Brand and Corporate Image Research
• Churn Research
• Concept Testing
• Corporate Values / Mission Research
• Customer Profiling
• Customer Satisfaction Measurement
• Employee Surveys
• Ethnographic Research
• Event Research
• Long Term Tracking Studies
• Market Segmentation Studies
• Market Trial Research
• New Product Development Research
• Pricing Evaluation and Sensitivity Research
• Retail and Sales Channel Research
• Web Usability Studies

Our foreign language research capabilities are extensive.

• Studies routinely conducted in Spanish, French, Chinese (Mandarin and Cantonese), and many other European and Asian languages
• In-language projects implemented both domestically and internationally

Churn Research

In every product category, it is a reality that some customers cancel, deactivate, terminate, lapse or fail to renew – in a word, churn. The challenge for marketers is to develop a clear understanding of the factors contributing to their customer churn and a program for reducing the incidence of churn – because, as everyone knows, it is far easier to retain current customers than find new ones. Conducting churn research – either at specified intervals or on a continuous basis – can provide the necessary information.

Travis Research has developed churn research programs for a number of our clients, enabling them to isolate the major drivers of churn and make the tough decisions about resource allocation for churn reduction.

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Concept Testing

Concept testing is one of the first steps in new product development. Concept work helps companies save time and money by weeding out less promising product ideas. It also identifies the dynamics of appeal, which…

• aids further development of the “winning” ideas.
• often leads to the creation of newer concepts that creatively combine selected elements from the first batch.

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Employee Surveys

Employee surveys are one of the major tools for measuring the health of an organization.

Most often used to monitor overall employee satisfaction and commitment, employee surveys can serve many other purposes, for example:

• Boosting employee morale by providing a forum for feedback to higher level management
• Providing a rich source of ideas for improving the company
• Obtaining feedback on topical issues, such as organizational restructuring or mergers.

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Ethnographic Research

Ethnographic research is the qualitative study of a small number of individuals through observation (or participant observation) of the relevant activity in the natural, everyday environment in which it takes place.

The ethnographic researcher takes detailed field notes and may also conduct in-depth, open-ended interviews.

The technique is often applied to gain an in-depth understanding of…

• how customers actually use a product in their home; for example, how teens use their wireless phones.
• how they interact with point of purchase salespeople.

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Event Research

Event marketing has become a popular alternative to traditional advertising channels. Event research is a valuable tool for…

• evaluating the effectiveness of the event.
• profiling or segmenting the attendees.

Event-Trak – one of the types of event research we offer – provides an estimate of the event’s Return on Investment (ROI). This is done by…

• surveying event attendees within a given time envelope after the event and obtaining information about post-event product sales – both direct sales (by attendees) and indirect sales (by relatives, friends, co-workers, etc.).
• comparing the sales estimates to the cost of the event, yielding the estimated ROI.

Additional key insights provided by Event-Trak include:

• Evaluations of the event products purchased
• Measurement of the brand equity attributable to the event.

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New Product Development Research

Travis Research offers both qualitative and quantitative research capabilities to address all phases in the new product development process.

• User Needs Identification
• Product Concept Identification and Screening
• Concept Development
• Concept/Product Positioning
• Concept Testing/Optimization/Forecasting
• Name and Packaging Research
• Simulated and Actual Test Markets
• Diagnostics of Promotions, Advertising Campaigns
• Post-Launch Product Satisfaction

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Pricing Evaluation and Sensitivity Research:

PRICE-MAX

This proprietary Travis Research technique utilizes responses to four simple survey questions to identify optimum price points for both existing and new products, prices that can maximize unit sales and profitability. PRICE-MAX also generates estimates of demand throughout a broad range of potential prices.

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