Survey Update
We have now reached the key point of the year for the Customer Impact survey. So far, thanks to the hard work of all of the people involved in the survey in each of the companies and the research agencies, this year looks like it is going to be very successful.
At the time of writing:
- 30 brands are participating in the survey.
- 9 brands currently have their survey out in the field.
- 3 more brands have finished the survey and are awaiting their results.
- 6 more brands already have their results.
This leaves 12 brands who have not yet started the fieldwork. All have appointed agencies and many have supplied their customer sample to their agency, so are simply waiting for the survey work to begin. The deadline to get the results to ORC International in the first week in December, so if you haven’t got your sample to your agency yet it is time to follow up and find out if there are any problems.
If you have a problem please give me a call and I will try and help!
What next?
Thoughts are now turning to the presentation of the results. As this is the second year of the survey, this will be an important opportunity to learn from last year’s presentation of results and seek to demonstrate improvements that the industry has made. All companies participating in the survey receive their own data and two reports: an industry report, and a brand report where you are benchmarked against the industry.
This year the brand report will be in the form of a PowerPoint presentation pack with results for each of the questions broken down by key factors e.g. product categories. In the report you’ll receive your results compared against:
- industry average result;
- top result from the industry;
- bottom result from the industry;
- quartile ranges;
- peer group.
Following the scheme-wide vote, Option 3 has been chosen for the peer group analysis. That will mean that all companies will have to supply 5 brands (or more) that they wish their brand to be compared to in their brand report. Note: other brands will not be told which brands are in other peer groups, and the peer group results cannot be published by any brands.
Finally, now is the time for brands to consider how you are going to present your results publicly when all the reports are released towards the end of February. If you do have any questions, the team here at the ABI would be happy to help.
Alex Roy
Head of Distribution
mailto: alex.roy@abi.org.uk
020 7216 7417