Running Case Questions

What was the marketing goal of the observation research? The survey?

Which of the two research approaches yielded the most important insights about customers?

Was it necessary to do both pieces of research, or would it have been possible to just use one or the other?

Did the two pieces of research work together? Explain.

If you were advising TSL in this situation, would you have recommended a different research approach or additional research?

Aside from the summary of key findings, can you draw any additional insights from the results?

What other questions do you think should have been asked on the survey?