III. GETTING WHAT YOU WANT

A. What do you want to know?

1. Business Conditions

What are the business conditions and profitability of the respondents' business? Customer profitability is critical for any industrial business. It effects both customers actions and his attitudes. Furthermore, it is the goal of industrial marketing to make our customers more profitable.

Capacity utilization:¤ very low¤ moderate ¤ high¤ out-of-capacity
Over the past year has sales: ¤ increased¤ decreased ¤ about the same
Over the past year, has profit margins:¤ increased¤ decreased ¤ about the same
Over the past year, has earnings¤ increased¤ decreased ¤ about the same

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

2. Industrial Practice

How are the customers' products produced?

Understanding how the respondents' businesses are run is critical to understanding how products are used. Focus here on the product classes of interest. This is likely to cover many areas and multiple uses.

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

3. Range of Products Used

What types of input products and services are used by the respondents?

Indicate the range of products that the customer uses. If specific products are of interest, note brands and competitors? How much of these materials and how important are they to the operations.

Product Class Products/Brands Importance/ Interchangability
   
   
   

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

4. Use of Products

How are the specific products of interest used.

Product Uses
  
  
  

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

5. How does the Respondents' Firm Make Money

How does the respondents' organization make money? How are they paid? What kind of contracts or arrangements are involved?

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

6. Elements of Value

What are the key elements of value to the respondent?

Value elements consist of those benefits that are critical and recognized by the respondent. These are usually associated with key issues and problems within the respondents' business. Focus on the product classes of interest. In particular, focus on the product concepts or existing products.

Product benefits:

Operations and runability:

Problem avoidance:

Service benefits:

Manufacturer services:

Dealer services:

Independent services:

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

7. Knowing the Purchase Decision Process

How are the decision to purchase your product make?

Industrial and business purchase decisions are often an involved process requiring the approval of a number of functions. Traditionally this is considered a two staged process: (1) qualification and (2) vendor selection. Indicate for all stages.

Product Class/Stage Decision Maker Influencers
   
   
   

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

8. Hot Buttons

What are the respondents' hot buttons?

Of the value elements, there are critical hot items of concern to the respondents. These may be beyond those covered by value elements. Relationships and proper treatment by suppliers are often cited. These hot items are the communications issues of note and should be clearly identified. However, they may be transient.

Hot Button Item Explanation Transient/ Permanent
   
   
   

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

9. Market Segments

How should we group customers?

Market segments are groups of customers: (1) with common characteristics, (2) with common purchasing behavior, (3) that can be identified, and (4) that can be influenced with a common marketing strategy. What are effective methods to group customers?

Segment Name CriteriaDefinition
   
   
   

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¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

10. Product Ideas

What product or services could the market suggest?

New ideas can come from market needs and desires. We know some of these ideas from the salesforce and from other sources. Some of the ideas are expressed as needs others as described products.

Product Name Description Needs Targeted
   
   
   

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¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

11. Market Acceptance

Do the respondents want our product concept?

It is a long way between an idea in the mind of a venturer and in the mind of the market. Does the respondents recognize the need and desirability of the new product concepts? What benefits would the products satisfy? How important are they?

Product/Service Concept Respondent Segment Respondent Benefits Recognition of Need
    
    
    

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

12. Intent to Purchase

Will the respondent purchase the product if it were available?

Wanting a product and willing to buy it at a "reasonable" price is often two different things. Does the respondent intend to purchase the product if it were available at the targeted price?

Product/Service ConceptRespondent Segment Price Intent to Purchase Typical Quantity Year Expected
      
      
      

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

13. Alternatives and Competition

Who else serves the function that we are interested in?

There is always competition. Not only are their usually in-kind competitors, but we need to consider other less similar products and other ways of providing the same function. The major danger is being "blind-sided", viewing the opportunity from only one direction with one type of solution. Look broadly at potential competition.

Application Product Alternatives Source Cost
     
     
     

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

14. Price Sensitivity

How price sensitive is the respondent?

Price sensivity merges the importance and value of the products and their perceived competitive alternatives. The higher the price sensitivity the more the product or service is viewed as an interchangeable commodity. The lower the price sensitivity the more service and unique supplier attributes are valued.

Likelihood to Purchase
Product20% Increase Targeted Price 20% Decrease
    
    
    

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

15. Promotional and Advertising Stuff

How does the respondent get his product and supplier information?

Understanding the sources of information are critical to design marketing communications programs. It is insufficient to have a great product or service unless you know how to tell the world you have it.

Market Segment/ Customers Product / Service Information Sources
   
   
   

How confident are you?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it?
¤ Critical¤ Very Important¤ Important ¤ Useful
Will the respondent know and tell us?
¤ Absolutely¤ His opinion only¤ A Guess ¤ Don't Know

B. What do you want the respondent to do?

1. Revealing their likely behavior

It is critical that the respondents reveal their opinions and likely future behavior. We need to know their intentions to purchase products that are being designed or that already exist. We need to encourage the respondent to be open but also "truthful" with us. Respondents tend to wish to please. Therefore, there is a tendency for respondents to try to answer in the most desirable manner rather than revealing their own opinions.

Is anonymity necessary?

Must alternative concepts be used to get a comparative response?

How confident are you that you can get this?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it that you get this?
¤ Critical¤ Very Important¤ Important ¤ Useful

2. Agree to test product?

Unless this is a purely exploratory study, there is usually a need to get the concept or product tested. The interview itself is usually a "concept test" in which ideas are presented for reaction. However, beyond this, some arrangement to get future products tested is often desirable.

When would testing be needed?

How extensive should this testing be?

How extensive should this testing be?

Who will pay out-of-pocket expenses?

When will product be commercially available?

Is this an implied use agreement?

What about confidentiality?

How confident are you that you can get this?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it that you get this?
¤ Critical¤ Very Important¤ Important ¤ Useful

3. Continue to buy our present product

While research is useful, the business is still selling products. However, it is important that we do not confuse a sales call with a research interview. At the same time, we need to be sure that we do not interfere with the sales process. How will we assure that this interference does not take place?

How confident are you that you can get this?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it that you get this?
¤ Critical¤ Very Important¤ Important ¤ Useful

C. What do you want the respondent to take away?

1. Confidence in the firm

Good feelings about the firm are always useful. A key extra value to "up-front" market research is the show of interest in the customers problems.

How are we going to indicate customer interest and concerns without commitment to action?

How confident are you that you can do this?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it that it is accomplished?
¤ Critical¤ Very Important¤ Important ¤ Useful

2. Product Information

The respondent may require product information not only on new concepts but also existing products. What provisions have been taken to be aware of product information and have it available?

What product information?

Who will deliver it?

How confident are you that you can do this?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it that it is accomplished?
¤ Critical¤ Very Important¤ Important ¤ Useful

3. Identity of the firm contact

Who is the salesperson for the respondent?

Has he been contacted?

Do we know of any problems with the respondent?

How confident are you that you can do this?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it that it is accomplished?
¤ Critical¤ Very Important¤ Important ¤ Useful

D. What don't you want the respondent to do?

1. Reveal our efforts to the competition

There is always a danger that the respondent will talk to our competitors. Such information could provide them with insight into the firm's future actions. We need to be careful what we can reveal to the respondents. In general, we should assume that all information revealed to respondents may get to our competitors even if a confidentiality agreement exists.

What information should not be revealed?

How should we describe concepts while not to reveal technical information?

How confident are you that this won't happen?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it if it does?
¤ Critical¤ Very Important¤ Important ¤ Useful

2. Feel poorer toward our products

By talking about improved products, we often imply that existing products have deficiencies. How are we going to position the new concepts not to overly down-grade the firm existing products.

How confident are you that it won't happen?
¤ Very Sure¤ Confident¤ Somewhat Uncertain ¤ Don't Know
How important is it if it does?
¤ Critical¤ Very Important¤ Important ¤ Useful