Read the case study and answer you make the call questions
Marketing in Action Case e Real Choices at GetFeedback We all know that the world has gone mobile! But how to more fully use the collected information. All of this carn does this change impact the way market research is done? happen in real-time, which gives GetFeedback's customers According to the Pew Research Center, 30 percent of el a speed advantage over their competitors. Collected infor- phone owners use their phones as their primary Internet acmation is owned by the customer and is readily available to cess point. Consumers are changing how they interact with share within their company. The information can easily be companies, products, and services and recent research indi- downloaded and exported into Microsoft Excel or any analyt- cates that about 38 percent of all market research surveys ical software that can handle comma separated values (CSV) began on mobile devices. In particular, when considering traditional market research data collection methods (mail, estimates total annual global expenditures of $43 billion on phone), millennials have the lowest reported response rates telephne polls, online surveys, questionnaires, and other of any group. However, they are more willing to respond market research-$19 billion in the U.S. alone. The market for to studies offered on mobile devices. Amazingly though, consumer research is immense and steadily growing especially Forrester Research estimates that as little as 17 percent of in the online and mobile devise space. SurveyMonkey is the market researchers have taken their survey processes mobile indicating that most market research companies still use out including Kraft Foods, Samsung, and Facebook. The CEO of dated technology and techniques In its 2015 Global Market Research Report, ESOMAR current market leader with more than 25 million customers SurveyMonkey, Zander Lurie, stresses "Now it's about execu- In 2013, Kraig Swensrud and Sean Whiteley recognized ton. We have all the opportunity to thrive and succeed but if the information collection gap in the marketplace and dewe're not super-focused and crisp about how we do it, then cided to close the gap with mobile-first customer surveys The two former Salesforce.com employees created a startup called GetFeedback with a goal to be on the frontlines of the lenge the market leader, make surveys as efficient to answer changeover to mobile computing. GetFeedback is a service as possible for respondents, maintain information quality, that creates surveys for smartphones, tablets, and mobile and deliver great value to its customers. At the same time web browsers. Campaign Monitor, an online e-mail market thecompany must help its parent Campaign Monitor gener- ing application and software firm, acquired GetFeedback ate attractive shareholder gains. In a competitive, change- about a year later. Currently, GetFeedback has more than able growth environment as dynamic as this one, it's often 1,000 enterprise users that includes high profile organizadifficult to decide what the next strategic move should be tions like United Way, ESPN, Facebook, Linkedin, and Nike. GetFeedback needs to step back, consider the competitive Available data collection services include package sizes from environment, weigh opportunities and risks, and formulate its Personal ($25/month) for up to 100 responses/month to growth plans for the future. Enterprise ($150/month) for up to 10,000 responses/month Additionally, service plans may include web, e-mail, and tele- phone technical support. competition will take it. To continue to be successful, GetFeedback has to chal- You Make the Call Swensrud knew that mobile surveys present many challenges including how to optimize them for smaller screen sizes to allow for quick scrolling and processing. GetFeedback offers templates to integrate video clips, pho- tographs, or other images to reinforce a company's market- ng. Clients can create surveys and then add style through colors, fonts, logos, and images. To attain deeper participant engagement and higher completion rates of online surveys imagery and video are essential. The objective is to have the survey reflect the personality of the brand. Other key fea- tures of GetFeedback include push notifications that provide alerts and a set of analytical tools that allows customers 4-39. What is the decision facing GetFeedback? 4-40. What factors are important in understanding this ded- 4-41. What are the alternatives? 4-43. What are some ways to implement your recommendation? sion situation? 4-42. What decision(s) do you recommend? .Ni-Meeee
