Several of AIMâ€s research projects within the building construction area indicate that in order to get a product in a newly constructed facility, the product or brand must be listed in the specification. In fact, not only should manufacturers†brand be listed in the spec; manufacturers must try to be listed as the basis of design[1] with no substitutions allowed.  While this is extremely difficult for a manufacturer to do (since many projects require a list of at least 3 acceptable products), it is not impossible.

To stay ahead of the curve, manufacturers need to find a way to differentiate their product from any other competitive product to reduce the chance of a substitution. Today, product manufacturers need to have a WOW factor and strategy. WOW exists AROUND the product, but it is not the product itself; it is the “feeling” or “relationship” that the product produces. In addition, manufacturers must actively manage their brands presence in the spec to increase their success in getting their product purchased.

Several building product manufacturers have asked AIM for assistance in analyzing their brand (s) current existence and position in the specifications. Often companies also want to evaluate their position in comparison to competitive brands. Following the spec analysis, clients often ask AIM to help them design a customized plan to increase their brandâ€s exposure and ultimately improve the sale of their products. By conducting a comprehensive analysis of a brandâ€s listing and position within the specifications, a manufacturer is more likely to be able to stay ahead of competitive brands in the market.

SOLUTION

To maximize the success of the specification analysis, AIM first meets with a client to find out what  product brand names and competitors the client is interested in tracking. In addition, AIM discusses additional details about where in the specification a brand may or should appear. For example, is a brand more likely to be found in heating and ventilation, finishes, plumbing or what specific CSI spec categories should be included in the search.

Once the key CSI categories are identified, it is important to determine what other factors may be important to the clientâ€s specification analysis. For example, are there any specific property types that the analysis should focus on? Does the size or location of a project matter?  A successful specification analysis should include detailed objectives to ensure the results meet the clientâ€s overall brand positioning goals.

Once the research project requirements are finalized, AIM develops and tests specific search parameters with the brand and competitive products.  Using ConstructConnect®, AIM does extensive testing and spec reviews to make sure the spec analysis is pulling in accurate data. In addition, AIM will test various CSI categories, property types, locations and time frames to maximize the quality of information gathered.

The ConstructConnect® construction database allows AIM to analyze spec and plan data across multiple brands by month, year or over several years. It also gives AIM the flexibility to search for specific language in a spec. For example, maybe a company wants to know how often they are specified as the “basis of design” or their brand with no substitutions, AIM can help companies measure specific types of information. This gives clients the ability to look at how their brand is specified from one year to the next compared to their key competitors. AIM can develop customized spec analysis to provide companies with the information they need to stay ahead of their competitors.

RESULT

Once all the testing is complete and the spec analysis results are available, AIM works with clients to set up a program to use the results to increase their position in the specs/plans. A completed spec analysis can identify specific projects where the clientâ€s brand is in the spec or not, and where their competitors are also present.  In addition, this type of spec analysis program can identify the key players architects, engineers or owner organizations that are specifying the companyâ€s or competitive brands. Using this data, AIM can setup a target list of owner organizations or architects/engineers for the company to focus on.

With this type of spec analysis AIM is able to supply the building product manufacturer with a list of target projects and/or with the architects, engineers or owners who control what is in the brands†specification.  The final customized spec analysis can contain all the important project specification information as well as key contacts. This spec information can be easily sent to a companyâ€s sales team to call on owners or influencers.

Conducting on-going spec analysis can support manufacturers in their efforts to build stronger more targeted relationship with key players. This will help companies stay ahead of the competition and increase the chances of getting purchased.  AIM, with the assistance of their sister company, Interline Creative Group, can also provide a targeted appointment program to connect with the key players. For more information on how AIM can assist you with finding new business or product opportunities, email patty@a-i-m.com or call 847-358-8558.

[1] According to the AIA (American Institute of Architects), the “basis of design” refers to a comprehensive document that outlines the fundamental principles, assumptions, criteria, and rationale behind key design decisions made for a project, essentially serving as the foundation for the entire design and construction process, ensuring all parties understand the reasoning behind design choices and how they meet the owner’s project requirements

The post Using Construction Database & Spec Management Program to Stay Ahead of the Curve appeared first on Accountability Information Management.

PROBLEM

A national association was interested in developing a series of case studies for their website to showcase the benefits and uses of their materials in various commercial projects. The organization had limited staff and the resources needed to identify potential projects, find key contacts, prepare content and get the necessary approvals.

The association represents a variety of products found in all types of commercial buildings. Popular product categories included flooring, siding, roofing, windows, fall covering and just about every component of a commercial building. The target audience the client wanted to reach included construction professionals—architects, interior designers, construction managers and building owners. The association wanted case histories to address how this type of material found in both the interior and exterior of buildings, can help design professionals owners meet project goals and maximize the buildings efficiency long-term. In addition, the client requested the case histories highlight how the product helped the project meet sustainability, recyclability and safety concerns.

Research can be a valuable and effective tool in assisting companies with producing case histories. It can help in identifying potential projects that use a particular product or material but also for reaching the appropriate contacts and exploring the most important topics to the target audience.

SOLUTION

At the start of the research, AIM recommended talking directly with member companies and key association staff to find out if there were specific projects, products or a market perspective they wanted to highlight for the case study program. In addition, members were asked to provide a list of possible projects to help start the research.

To ensure our research team was gathering similar and consistent information for the case studies, AIM also developed a list of questions and topics to be covered in the case study interviews. For example, some of the topics discussed with manufacturers and the project design team included identifying the key benefits, how the product met the specific design goals, how the product added to the projectâ€s sustainability, recyclability or environmental goals.

One of the most difficult parts of developing and preparing case studies is to find the “right” people to discuss the project detail, goals and outcome. To help AIMâ€s team of professional researchers and interview professionals find project contacts, AIM used the companyâ€s access to a national construction database to pull key design and owner contacts for different projects. Sometimes the contacts werenâ€t the exact person we needed to interview but it gave our team a great starting point. This also helped AIM balance the types of projects selected for the case study program and target different areas of the United States. An important part of any case study is listing the particular participants involved in the project. AIM professionals were responsible for identifying, interviewing and gaining appropriate approvals from various key construction professionals involved in the project.

Once AIM located key building and project contacts, research professionals were able to interview project experts to find specifics on how the product was used and how it was instrumental in achieving the design and project goals. With a one-on-one phone interview, AIM was able to conduct a deep dive to uncover valuable information on the product application and how and where the product performed. The interviews were also instrumental in uncovering the product benefits and certain details on how and why the product was selected for the project. In addition, AIM researchers were able to identify and highlight how a particular product met sustainability, recycling and other environmental criteria.

Defining Sustainability Can Be Difficult

Many times, it is not easy to get information on a productâ€s sustainability or environmental characteristics and requires skilled researchers to uncover this type of information. A recent blog posting by Interline Creative Group, Finding a Working definition for sustaining Sustainability, points out that even defining sustainability is difficult and indicates basically it ends up dependent on the eye of the beholder.  In other words, how a product meets sustainability requirements depends on several factors and which factors are most important to the decision makers. What materials are used, how the product is manufactured, where the product comes from, how long it lasts just to name a few of the aspects considered in evaluating sustainability.

As a part of the case study development process, the researchers contacted more than one type of professional from a project to get a complete prospective. Talking with both design professionals and representatives from the building owner provides a more comprehensive picture of how a particular product can help address and solve a variety of construction related issues.

Well Designed Product Case Studies Are a Win/Win

Case histories on building products help provide the architects, designers and building owners with key information they need to make better product selections. Well-designed research helps uncover these facts. They offer valuable insight on what works and what doesnâ€t. In the building construction industry, professionals must constantly be looking for ways to improve building designs and operations. That means looking for products that can help them streamline building operations, reduce waste and improve efficiencies. Case histories that provide the construction market with real life examples on how a particular product helped meet project goals makes everyoneâ€s job easier—a definite win!

On the other hand, product manufacturers that create and market case studies on how a product successfully helped meet building design and construction goals can be an excellent way to “showcase” a particular product. It offers building construction professionals practical and useful information. Case studies can benefit the building construction process in many ways:

• Supplies real-life examples of the product use and applications
• Provides measurable and key performance information
• Creates brand exposure and reputation
• Identifies and highlights the product benefits and strengths

RESULT

Once all the interviews and research were complete, AIM used Interlineâ€s staff of professional writers and graphic designers to produce twelve complete product case histories. The case histories covered a variety of different product types and different facilities including medical, educational, retail and public facilities (i.e., casino, museum, arena). Each case study included the company names of the key building professionals involved in the project and specific details on how the product met the design and project goals. All case studies included a picture of the facility and highlighted how the product contributed to meeting environmental or sustainability efforts. AIM/Interline were responsible for getting approvals from the building professional involved in the project. All case histories followed the same format and were successfully loaded onto the clientâ€s website.

Research is an effective tool to develop and create valuable and informative case histories that give building professionals the knowledge and insight to make better product selections. Showcasing how a product is used in a particular facility to meet specific design or project goals is an effective method to reach professionals who influence and make decisions on product selection.

Case histories are a perfect way for a product manufacturer to stay engaged with their audience. AIM encourages marketers to use research to make these happen, not only for case histories but to explore and get an accurate reading on their market. For assistance in developing or creating case histories or taking a deeper look at the market please email patty@a-i-m.com or call 847-358-8558.

The post Research is a Valuable Tool for Finding & Developing Case Histories appeared first on Accountability Information Management.

PROBLEM

A national manufacturing association wanted to explore design professionals†awareness of their product certification program. In addition, they also needed to understand how important the product certification was to a designerâ€s decision to select or recommend a particular brand of product with such certification. While the association had been offering the product certification program for years, they had little or no knowledge of how familiar the design market was with the program and what influence, if any, it had on selecting a certified product over others on the market.

Product certification in this industry was a proof that the product passed specific performance and quality assurance tests for specific aspects of the product such as finish, structure and functionality. A product certification creates confidence and trust that a product not only functions correctly put can with stand a certain level of daily use.

While some in the association believed all designers and architects were aware of their certification program, others on the team were not convinced that the designers had any awareness and how familiar they were with the actual value of the certification program.

Often organizations are too close to their own products and services to accurately gauge the target audienceâ€s level of awareness and product knowledge used to make informed product decisions. This is true especially with mature products or services that have been in the market for several years. Companies often make the mistake believing “most” influencers or buyers know everything about their product/service, and therefore donâ€t continue to deploy an aggressive marketing program.

Conducting primary research is an important tool for organizations that want to evaluate the marketâ€s awareness, use, preference or familiarity with a particular company product or service.  Measuring and understanding a brandâ€s position in the market provides companies with key insight needed to develop a targeted and more effective marketing program.

SOLUTION

To help the client evaluate the awareness of their organizationâ€s role in the product certification process and evaluate the level of awareness and importance of certification in the product selection, AIM suggested a two- step research project—qualitative focus groups followed by a quantitative email survey.

To talk directly with the professionals that are involved in product selection and specification, AIM first conducted three “virtual” regional online focus groups with six to eight designers and architects per group.  Participants in the focus group were screened and interviewed to confirm their level of involvement in product selection or specification for the consumer market. To ensure unbiased feedback, the clientâ€s identity was not revealed until the end of the discussion. AIM managed the entire focus group from beginning to end including participant recruitment, preparation of the discussion guide, group moderator, preparation of reports, incentive fulfillment and audio/video files.

Conducting virtual focus groups at the beginning of a research project is an effective method for getting first-hand information on the market. Not only does it allow the client to gain a clear perspective of how the market evaluates and selects products, but it allows them to dig deeper to get more specific feedback on complex products or market issues. Hearing the target audiences†opinions and needs directly can help organizations develop more targeted marketing and sales programs.

By conducting separate “regional” focus groups and including a variety of building professionals, the research was able to get some consensus on national trends and identify if there were regional differences or variance by type of professional on how the audience selected, specified or purchased specific brands.

Once the qualitative research was complete, AIM designed and implemented an email survey to interior designers, architects and builders to solidify the key findings from the focus groups. The survey was designed to evaluate the importance of various factors the professional uses to evaluate the brand of product they specify or purchase. In addition, the research measured the audiences†familiarity with the association and their product certification on of quality. The research would also identify how important the product certification would be to their product decisions.

Complex Market or Product Situations Often Require a Combination of Research Techniques

Today, information is available everywhere and markets are changing rapidly. With the increase of digital communications, social media and artificial intelligence, it is becoming even more important for companies to conduct their own primary research to stay “connected” to their audience. They need to know specifically what the target audience needs and wants and stay informed on how their buying behavior is shifting or communications preferences are changing.

Employing a combination of various research methods provides a more comprehensive understanding of customer needs, preferences, and perceptions. By talking directly with influencers or buyers of a product or service via either a phone interview or a virtual focus group, may reveal different information than what an online survey produces. It may uncover a key point of differentiation that might be missed with quantitative research.

By utilizing multiple research methods AIM has been successful in merging findings from different sources to validate and strengthen the credibility of their conclusions. This is so important because marketing products or services can be complicated and very expensive for a company. The misinterpretation of the market can lead a company to go totally off course. It is important to talk to the market either on the phone or in person to pick up the “details” you may miss in an online survey.

While many marketers are turning to artificial intelligence (AI) for market information, it may never replace doing primary research with a companyâ€s current or potential customer. In a recent blog titled What to do About ChatGPT for Planning Business Strategy, by our sister company Interline Creative Group, AI lacks understanding and creativity. While AI may be able to search and collect market data or statistics, it may not be the most current and may not relate specifically to your target audience whose preferences and product needs are rapidly changing.

RESULT

By conducting separate “regional” focus groups with a variety of building professionals, the research was able to get consensus on national trends and identify if there were regional differences or variance by type of professional on how the audience selected, specified or purchased specific brands. Using the findings from the qualitative focus groups, AIM was able to design a quantitative survey instrument that addressed the key issues that surfaced in the focus groups.

The quantitative research revealed that the design market was not very familiar with the association and was also not aware of the quality certification the association provided. However, the research revealed the market had a high degree of interest in quality certification and provided detailed feedback on the aspects of quality that were most important to design professionals. The research also provided a preference on the sources the market uses for gaining knowledge and information they need to make better product choices.

By using a combination of research techniques, the association came to the realization that they needed a specific certification branding campaign to keep the target audience informed on the importance and benefits of the product certification.

Marketing today is complex! Interlineâ€s blog What are the Problems Marketers Face These Days  points out there are many issues marketers struggle with today. Finding effective communications, juggling limited resources, evaluating mountains of information are only a few of the problems plaguing marketers. To be successful, marketers need to focus on the basics. Finding a point of differentiation and offering value are key.

The B2B marketing environment is constantly moving and changing rapidly. There are many research methods companies can use to stay informed and at the “top” of their market. AIM encourages marketers to explore a variety of methods to gain a clear and accurate reading on their market. For assistance in analyzing your market position and preferences as well as the multiple research methods available today, email patty@a-i-m.com or call 847-358-8558.

The post Virtual Focus Groups a Great Starting Point for Valuable Market Insight appeared first on Accountability Information Management.

PROBLEM

A national companyâ€s new product team was interested in exploring the commercial faucet market to learn more about the marketâ€s preference for styles and types of faucets.  The company was developing a new line of faucets and was looking for market feedback to help finalize the design and faucet features.

The client wanted to learn more about specific market trends impacting electronic faucets and what selection criteria or factors were most important in deciding on the type and brand of faucet selected for a building. In addition, the client wanted to identify any “gaps” in existing faucet features and functions. To assist with the new product development, the company wanted to gain additional insight into the marketâ€s expectations and requirements for operations, installation, service and overall design.

In developing new products, there are always a variety of factors to consider. Research helps companies explore market conditions and understand key issues that can impact product development. Many times, the project requires more than one type of research methodology to get a clear perspective on the market.

SOLUTION

To start the research, AIM used in-depth phone interviews with a variety of professionals who were involved with recommending and selecting commercial faucets. We interviewed both maintenance and facility managers, engineers, contractors and architects. By talking directly with users and influencers of faucets, the research was able to uncover specific trends and issues that were impacting faucet use and selection. In addition, with phone interviews, AIM was able to gather specific insight on the features, functions, and other factors most important to the market.

Once the product development team had more specifics on the market and were able to fine tune the features and functions, AIM recommended the client conduct an on-line quantitative survey to help identify the marketâ€s preferences for a specific design and style of commercial faucets. AIM surveyed facilities and designers.  By using an online survey, it was easy to show the audience different faucet designs and styles. The survey also included open-ended comment boxes to gain added details on what the market liked or didnâ€t like with a specific faucet design. One of the goals of the research was to also assist the client in identifying what faucet designs would be most appropriate for certain types of facilities and what “niche” might offer the most potential for additional sales.

After the client developed a working protype for a new faucet line, AIM worked with the client to conduct a live test of the faucets with potential handwashing users.  For this “in-person” research, the faucets were installed in a commercial facility restroom. With the help of AIMâ€s sister company, Interline Creative Group, AIM created a unique invitation for participants to sign-up online. During the test, the product engineers were able to observe the faucets in use and talk with participants to gain additional insight. In addition, AIM designed a custom survey for handwashing participants to complete once they had used the new “test” faucets. To encourage completion of the survey, those that participated were included in a drawing to win one of three $150.00 Visa gift cards. The event survey asked users specific questions on their experience with using the faucet and for feedback on the design. The user was also asked about their satisfaction with the operation of the faucet, the position over the sink and various other factors like the water volume, temperature and duration.

Complex Market or Product Situations Sometimes Require a Combination of Research Techniques

Todayâ€s markets are complex and are always changing. With the increase in new technology, growth of social platforms and other issues such as the “new” hybrid workforce, it becomes increasingly important for companies to conduct research to stay informed. Not only are the issues impacting a particular audience shifting but individuals buying behaviors and communications preferences are also always in flux.

Using multiple research methods is particularly effective to uncover differentiation in a new product launch. Here are three of the most talked about benefits.

1. Comprehensive Understanding. Using one research method over another often bypasses what using multiple methods would offer: that is, access to different audiences who have a preference for one way or another of responding. Employing various research methods provides a more comprehensive understanding of customer needs, preferences, and perceptions. Most of the time in such B2B research, professionals who are targeted are extremely busy and they may not respond or even “see” a particular outreach. Besides, each method may reveal different facets of that differentiation that might be missed with a single approach. For example, contractors who are largely “in the field” will sometimes answer their cell phones on the way to and from a project location and give powerful information in an interview setting. AIM put this kind of knowledge to work in this particular project.
2. Contextual Insights. In-person interactions and interviews provide contextual insights that may not be captured through email or phone surveys. Observations of body language (or phone voice) give us impactful insights into the clarification of what is being said. While the same might not be said of surveys per se, how questions are formulated often deliver such perspectives.
3. Data Triangulation. Utilizing multiple research methods enables data triangulation, where AIM researchers can cross-reference findings from different sources to validate and strengthen the credibility of their conclusions. This is so important because launching a new product can be complicated and very expensive for a company. The mis-interpretation of a conclusion can lead a company to go totally off course (i.e., Coke is a famous example of how a company can take a wrong turn when omitting triangulation).

Because the dynamics of any market can be complex and difficult to understand, AIM recommends using more than one research method to better pinpoint what is driving or impacting the target audience, especially in new product launches. It is important to talk to the market either on the phone or in person to pick up the “details” you may miss in an online survey. A quantitative survey can provide you with a higher level of confidence that your perspective on the market is correct.

While many marketers are turning to artificial intelligence (AI) for market information, it can never replace doing primary research with a companyâ€s current or potential customer. In a recent blog titled What to do About ChatGPT for Planning Business Strategy, by our sister company Interline Creative Group, AI lacks understanding and creativity. While AI may be able to search and collect market data or statistics, it cannot replace the need to conduct current research with a target audience, nor the need for human creativity that comes from understanding and insight.

RESULT

After all the research was complete, AIMâ€s client successfully launched a new commercial faucet line. Not only did the research help the product development team determine the features and functions that were most important to their existing customers and potential customers, but it provided valuable feedback on the overall design and style of the faucet. In addition, by conducting a live test with the protocol faucets, the product engineers were able to fine tune the design and functions to better meet potential customers†needs. Using a variety of different research methods provided the client with the market intelligence they needed to deliver the right product to the market.

The B2B marketing environment is rapidly changing and there are many research methods companies can use to stay informed and at the “top” of their market. AIM encourages marketers to explore a variety of methods to gain a clear and accurate reading on their market. For assistance in developing or launching a new product or in analyzing your market position and preferences as well as the multiple research methods available today, email patty@a-i-m.com or call 847-358-8558.

The post Sometimes a Variety of Research Techniques Needs to be Used to Successfully Launch New Products appeared first on Accountability Information Management.

PROBLEM

A large national group of independent distributors wanted to conduct qualitative research with key members of their governing committee to define their mission more clearly and better understand their position and customers†perception in the market. The organization was interested in getting independent, confidential feedback from their key executives on a specific group within their network.

The main objective of the research was to identify how the organization could best differentiate their business from competitors and learn where improvements can be made to successfully grow their business (which was a national organization of independent distributors). As a part of the research, the distributor network was interested in learning what leadership characteristics, duties and experiences would be most important to hiring a new director to help them implement their new vision and growth strategy.

Confidential one-to-one interviews with key executives helps provide companies with qualitative information that can help drive and facilitate change and set direction for moving forward in the right direction.  In an Interline Creative Group, a sister company blog, “What Does Staying in Your Lane Really Mean for a Business?” points out it is critical to clearly define your business path before deciding whether to change “lanes”. Sometimes you may choose the path you are on and other times it might be time to make a change. Conducting research can help companies clearly define the best direction to find new opportunities to grow business.

SOLUTION

AIM recommended a one-to-one interview strategy, which had formed one of the core areas of the companyâ€s research capabilities with at least ten of the executive committee members from across the country. By conducting such phone interviews, AIM was able to gain a national perspective without the added cost of travel. It also allowed executives to talk freely with assured confidentiality.

To make it easier to connect and schedule phone interviews, AIM designed an online platform for executives to provide preferred times and dates to meet. Executives were able to schedule a time most convenient to their busy schedules.

After meeting with the client, AIM drafted a short, open-ended 8-question survey to engage executives on specific topics and provide the information that the organization needed to set the future direction of the group. Among other things, the survey asked executives to describe how they saw the organization, how others saw the organization and what changes need to be made. In addition, the survey probed executives with specific questions on the future direction of the organization and traits important to leadership moving forward.

In-Depth Interviews Offer an Open Platform to Explore Sensitive and Complex Topics

AIM has found that in-depth interviews offer a flexible, empathetic, and confidential platform for examining sensitive and complex topics. They provide a more holistic and nuanced understanding of these issues, making them a valuable research method in fields ranging from psychology and sociology to market research. Often, research participants are reluctant to put honest and/or negative feedback in writing but will talk freely in a confidential phone conversation. Here are some of the benefits this strategy offers companies.

1. Establishing Trust and Rapport: In a one-on-one interview setting, participants often feel more comfortable and secure, allowing them to open up about sensitive topics. The presence of a skilled interviewer fosters trust and rapport, making participants more willing to share. This is exactly what happened in this particular situation, with executives opening up in frank, honest discussions about leadership characteristics.
2. Confidentiality: We all know how difficult it is to express oneself in the working environment. In-depth interviews by a third-party research company are typically conducted in private or semi-private settings, which reassures participants that their responses will be kept confidential. This encourages participants to speak candidly about sensitive issues. The phone especially is appropriate for such confidentiality. The engagement of trust is essential for this to work – and trust is something AIM has fostered for over 30 years.
3. Probing and Clarification: Unlike traditional surveys, a one-on-on interview sets the stage for interviewers to probe further, seek clarification, or ask follow-up questions when participants share complex or sensitive information. Listening is one of the key attributes of this technique, requiring the interviewer to totally focus on what is being said, how it is being said, and the implications of what is said. This ensures a more comprehensive understanding of the topic.
4. Emotional Expression: The phone is one of the greatest instruments for conveying emotion. In-depth interviews provide a safe space for participants to express emotions, which can be crucial when discussing sensitive topics. Sometimes just a change in the attitude, or the delivery of a phrase, will lead the trained interviewer to a path that reveals critical information about the topic at hand. Participants who are made comfortable like this share their feelings, concerns, and experiences without judgment.

There are more benefits, which in the world of AI can be powerful ways to offer a flexible, empathetic, and confidential platform for examining sensitive and complex topics.

RESULT

AIM successfully completed ten executive interviews with the phone interviews lasting anywhere from 35 minutes to an hour and an average of 45 minutes. The research was able to help the client understand how the group was perceived internally as well as by competitors and key business partners. It provided clear consensus and direction on how to move the organization forward by identifying internal and external challenges the group would face as well as key trends that would impact future business.

The executives were helpful in defining ways to differentiate their organization from competitors to successfully maintain and build new business. While developing a mission statement can be complex, the research provided the client with specific words, concepts and images to help the organization define a mission statement that works best for them. In addition, the research provided specific leadership characteristics, knowledge and experience level important to the continued success of the distributor network.

For more information on how AIM can assist you with conducting in-depth phone interviews or other types of research projects, please feel free email patty@a-i-m.com or call 847-358-8558.

The post Qualitative Interviews Used to Develop Mission Statement & Drive Restructure appeared first on Accountability Information Management.

“Studying association members†participation, satisfaction and needs increases membership and retention rates.”

PROBLEM

An international association was looking for membership feedback on their involvement and satisfaction with the association to assist with setting goals and a strategic plan for the next few years. The association wanted to measure members†participation level in various educational opportunities, product certification and other programs they offered.

In addition, the association wanted to evaluate their members†satisfaction with specific services and the level of industry and legislative support they offer. To help the association focus their strategic business plan, the research also needed to identify preferences for specific benefits and communication channels. The association also wanted the gauge members interest in a few new programs and identify other opportunities to better serve their members.

Since the association was international, they wanted the survey instrument to be translated into three different languages to accommodate their memberships base in other parts of the world. To protect members†confidentiality, the association was looking for an outside research company to manage, collect and analyze the data.

Staying in touch with members and understanding more about their interests and needs can help an association keep and grow its membership.

SOLUTION

Originally the association gathered this type of information in three separate surveys. To eliminate member fatigue and boost response, AIM recommended the association use only one survey.

There are three other immediate benefits that AIM knew about in consolidating the multiple surveys into one besides eliminating fatigue:

1. Consolidated Data: A single survey allows for the consolidation of all relevant data in one place, making it easier to analyze and interpret results. Such consolidation provides a clearer and more comprehensive picture of member involvement and satisfaction.
2. Lower Administrative Burden: Managing multiple surveys can be challenging, requiring additional time and resources. A single survey streamlines the process, reducing the burden on association staff or in this case, AIM. It simplifies response and allows for a more in-depth exploration of member involvement and satisfaction, as it can include a wider range of questions and topics without overwhelming respondents.
3. Improved Response Rates: Members are more likely to respond to a single survey than to multiple surveys over time. Typically, associations over poll their members, producing not only surveys, but newsletters, special announcements, etc. Using only one survey with a third-party research firm actually produces higher response rates that can lead to more representative and reliable data.

AIM designed and implemented a 22-question online survey to the associationâ€s membership base. Once the survey instrument was approved, AIM had the survey translated into three Asian languages and loaded to a single web platform AIM programmed for the project. Respondents could easily select their preferred language. In addition, AIMâ€s technical team was able to provide unique links for each region the client wanted to study. The links also allowed easier segmentation analysis.

To boost response, AIM recommended the association use an incentive to encourage participation and completion of the survey within a particular time frame. The association offered respondents the opportunity to be included in a drawing to get one of five “free” publications offered in in each of the 4 regions studied.

Working with a limited budget and time constraints, AIM recommended the association send out email invitations and reminders to all members. Since the association communicated regularly with their members via email, it eliminated the number of emails that would end up in junk/spam email or be blocked by their server. The invitation clearly stated all responses were confidential and would be collected and managed by a third-party research firm.

Hiring a Third-Party Research Firm Ensures Confidentiality and Encourages Honest Feedback

Today there are many reasonably priced survey platforms available which make it easy for associations and companies to design and implement their own online research. While this offers some benefits (i.e., maybe a quicker turnaround or slightly lower cost), doing surveys internally can also negatively impact the results. Often, members knowing they are talking to association management arenâ€t always forthcoming with specifics.

But, using a third-party research company gives respondents confidence that their honest feedback wonâ€t negatively impact their service or relationship with the sponsor of the research, the association itself. In addition, a third-party research company offers a certain level of “legitimacy” that increases a respondentâ€s comfort level and understanding that the data they provide will be confidential and reported properly.

A third-party research company also provides their expertise in structuring, designing, implementing a survey instrument that will deliver the information needed to make more informed business and market decisions. Often how you word a particular question or the format of a question (i.e. rank, rating, etc), can influence the results.

Using a third-party research company also offers unbiased analysis and reporting of the data. Many times, when organizations try to conduct research internally, they may end up cutting corners, missing important questions or even struggle to correctly report the findings. A third-party research company eliminates the “bias” or tendency to only report positive results.

Research helps organizations stay current on the issues, trends, satisfaction and activities occurring within the market. With market driven information, companies or associations can make more informed and business decisions to increase business or maintain members/customers.

RESULT

AIM was able to successfully help the association gain current and valuable insights on some of the issues, activities and programs important to members. Not only did the research reveal where the association could improve the services and benefits that they offer members, but open-ended feedback identified specific topics and technical support that members wanted. In addition, the research gave the association feedback on new programs they were considering and where they could improve their communication to members by offering more online education and technical support.

Research is a great tool to support organizations interested in learning and understanding their target audience. As revealed in an Interline Creative Group case study titled, Research Helps Marketers Understand Media Buys During Digital Disruption especially in times of market chaos or disruption, research can provide information to help make better strategic marketing and business decisions.

A third-party research company like AIM can develop a customized research program that will provide objectivity, unbiased direction and valuable insight with any complex market or product issue.

For more information on how AIM can assist you with phone interviews or other types of qualitative or quantitative research email patty@a-i-m.com or call 847-358-8558.

The post Staying Current with International Members’ Drives Future Program Development appeared first on Accountability Information Management.

PROBLEM

A B2B publisher was looking for a value-added service they could offer their existing advertisers or potential advertisers to enhance the benefits of their advertising program.  In todayâ€s crowded marketplace with so many communication channels available, creating and implementing the “right” message to grab the target audiences†attention is not always easy.  The publisher was interested in helping advertisers create better ads to not only get “noticed” but also read and ultimately drive the audience to take some level of action.

For example, Interline Creative Group, a sister company, developed a successful advertising campaign titled  “Sinfully Beautiful”  using feedback from the design market. Not only did this ad series grab the attention of the advertiserâ€s audience, but it created a new awareness and appeal for the product.  Studying what professionals look at and how they read, helps companies create ads that work.

SOLUTION

In order to provide advertisers with the ability to “test” their creative ads at different times of the year, AIM worked with the B2B publisher to set-up two ad readership studies, one in the spring and one in the fall, for two of their key publications within the building construction market.

AIM designed an ad readership survey that would measure if designers, architects and building owners saw the ad and whether they went on to read it. The online survey showed a picture of the ad and asked the respondent what elements they saw (i.e. the color, graphics, subject, heading, etc), how much of the ad they read and why they read it.  To give an advertiser additional feedback on the design and content of the ad, respondents were asked to rate the ad in terms of interest, information provided and the overall effectiveness of the ad.

Since advertisers often have difficulty measuring the success or ROI of a particular ad, AIM designed the ad readership study to indicate what action if any the respondent took as a result of seeing and reading the ad.  Did they visit the advertiserâ€s website? Did they call a rep or specify the product? Did they pass it on or make a purchase?  In addition, to capture direct feedback from the advertisers target audience, AIM included a question to get honest verbatim open-ended comments from the audience.

Understanding the Target Audience is Key to Succes

Often, it is difficult to know exactly what information a particular audience is looking for and even more complicated what channel or method will be most effective in communicating the message (s) an advertiser may need.  By conducting advertising and communications research, companies are in a better position to provide the information the audience needs in a format that works best.  In a campaign Interline Creative Group designed for a prominent association in the building construction industry, for example, they used a “testimonial” ad campaign Customer Profile Ads Validate Associationâ€s Mission based on their research and  knowledge of the market and the information the audience needed.

By profiling key professionals in the industry, the ads provided specific cases where the product was successfully used to meet specific project goals. By providing the market with live examples and success stories, the ads were able to increase awareness and use of the clientâ€s product. It was one of the most successful campaigns to date for that association.

RESULT

AIM successfully ran an ad readership program for two publications in the building construction industry for over 5 years. The research provided the publisherâ€s advertisers with direct feedback on their ads in terms of visibility and readership.  In addition, every advertiser received a 20-page customized report with their adâ€s specific seeing and readership scores.  The reports also provided advertisers with a comparison of how all ads, ads within their product category and ads with similar page size performed.  Each advertiser also received information on how the “top” ads performed and verbatim feedback about what the audience liked or didnâ€t like about their ad.

To assist the publisherâ€s sales team with presenting the advertisers with their custom report, AIM ran a customized sales training session to show the sales team how to best present the results of the research. Not only was this a successful value-added benefit the publisher was able to offer to advertisers, but it gave advertisers feedback to design more effective ads. With the audiences†verbatim comments and creative measurements, the publisher can offer the advertiser audience driven suggestions to help make their ad more successful.

With advertising spending approaching the $645B mark, it is more important than ever to understand how messages are received and actions taken (or not). Fortunately, such readership studies give the advertiser a “secret weapon” to help maximize the results of a message to an audience.

For more information on how AIM can assist you with studying and measuring any advertising program, including ad readership, communications channel preference, messaging studies, or any other type of market research, email patty@a-i-m.com or call 847-358-8558.

The post Advertising Readership Research Helps Companies Improve Connection with B2B Target Audience appeared first on Accountability Information Management.

PROBLEM

Over the past several years, AIM research has helped clients in the B2B arena study their target audiences and evaluate their position in a market. Conducting customer satisfaction studies, brand awareness research, new product development testing, purchase and buying trend analysis were all designed to help marketing professional gain current and key market information to assist with making smarter and more focused business decisions.

By listening closely to our client partners†goals, AIM structures a customized research programs to help identify the right “path” to meet their business objectives. As the market gets more and more complex and crowded, marketing executives expressed frustration with trying to reach customers or potential customers.  With the ever growing and rapidly changing social channels and online/digital platforms, marketers are finding it difficult to get their target audiences†attention. With many professionals still working remotely, even connecting with an existing customer or potential customer can be challenging.

To help provide marketing executives with the communication and research support they need, AIM determined it was important to get more feedback directly from marketing professionals. By understanding more specifics about the challenges an overcrowded market poses, AIM felt it would be better positioned to help find ways to help marketing managers determine the right path forward.

SOLUTION

To gain the best insight on what challenges B2B marketing professionals were facing, AIM determined it was important to talk directly with a variety of executives to get more qualitative information on what was happening in the market. Direct dialogue with an audience is a great way to get more specifics on an issue and an opportunity to probe for additional details.  With a more traditional quantitative online survey, you give up the flexibility to explore and dig deeper into a specific topic.

Since everyone is busy, AIM limited the discussion to 1-hour with participation of no more than seven professionals. AIM sent an email invitation to an internal list of marketing executives and partnered with Commercial Construction & Renovation magazine to assist with the recruitment.  To make it easy to register, AIM built a custom online platform to assist with qualifying and registering participants. With the online registration platform, AIM was able to easily qualify participants and select different types of companies from across the United States.

With only an hour discussion, AIM developed a simple discussion outline and PowerPoint visual to focus on the following four topics:

1. Explore marketers biggest pain point.
2. Identify communication challenges.
3. Understand social media use and frustrations.
4. Investigate use and future role of AI in marketing.

AIM used two in-house moderators to make sure everyone in the group had an opportunity to participate and to keep the discussion focused on topic.

Virtual Groups Offer Flexibility, Diversity and In-Depth Feedback at Minimal Expense

With the high cost of conducting in-person focus groups, on-line discussion groups have become a popular, cost-effective method for conducting qualitative research when run the right way.  Companies that need to recruit respondents from multiple markets find a virtual focus group much easier to set up – one that allows for more flexibility and customization than an in-person group. With virtual focus groups, participants also tend to be more comfortable sharing their opinions and more likely to expand with more detailed information.

Virtual groups also offer a way for marketing professionals to get direct feedback from their customers or target audience. It gives them the opportunity to listen and participate in the research without interfering in the results. It also provides the opportunity to ask additional questions or get information they didnâ€t originally plan on. Hearing live comments and feedback helps companies better understand and digest information directly from key targets or influencers.

As identified in another one of AIMâ€s case studies, Finding the Needle in the Haystack: Process to Maximize Sales Leads, sometimes finding the right prospects and potential business opportunities is like “finding a needle in a haystack”. For this client, AIM used a national construction project database to identify key projects in planning that met the clientâ€s requirements for the highest potential for building new business.   AIM was able to identify targets who had 100+ projects per month as potential participants.

RESULT

AIM hosted a virtual group one-hour discussion with seven marketing executives. Marketing executives indicated one of the toughest issues they face is successfully connecting with their audience while remaining authentic and trusted. In addition, several in the group indicated that selecting the right communication channel and messaging to encourage action is difficult despite the number and variety of channels available to reach their target audience. A key challenge for some marketings is staying up with the data analytics which continuously change their formats and measurements. Most agreed that artificial intelligence is here to stay but will mainly be used to “assist” with some of the routine marketing functions but will not really replace humans. The group agreed that finding and implementing the right path(s) is not always easy, but research can provide market insight that certainly helps.

To get a copy of the complete report, Reaching Customers/Prospective Customers in Todayâ€s Crowded Market, please feel free to call or email us. AIM can assist you with studying and evaluating any communication platform, analyzing your market position or preferences, messaging studies, or any other type of market research, email patty@a-i-m.com or call 847-358-8558.

The post B2B Marketing Executives Speak Out on the Challenges They Face appeared first on Accountability Information Management.

PROBLEM

In two-step distribution, it is critical for product manufacturers to keep professionals who influence a productâ€s purchase (often called influencers) up to date on new products and remind them of the features and benefits their product or service provides.  Post COVID pandemic, one of AIMâ€s clients in the building construction industry wanted to find out why their influencer audiences preferred a particular brand of commercial faucet and what they could do to gain a larger percent of the overall market. More specifically they were looking for insight on the specification-to-purchase process to identify where they might positively impact their chances of getting their products purchased.

In addition to getting feedback from a national group of influencers on their brand preferences and the specification process, AIMâ€s client wanted to explore how the specification-to-purchase process varied by type of commercial project and what trends, if any, would impact brand selection over the next year. The client was also looking for feedback on which communication platforms influencers preferred and used most often to get new product information or stay current on the market.

Communicating with professionals who influence the purchase of a companyâ€s product in a B2B two-step distribution sales channel is critical to building product preference and market share.

SOLUTION

To ensure the research delivered effective results, AIM recommended a two-step research platform: 1) in-depth phone interviews followed by 2)national virtual focus groups. AIM used the in-depth phone interviews with a few influencers in each of their five  audience segments (building owners, architects, interior designers, engineers and contractors) to identify opportunities within the specification-to-purchase process to impact brand selection and increase the purchase of the clientâ€s products.  In addition, the phone interviews were structured to help uncover key issues within the purchase process that required more detailed discussion by a larger, more diverse group of participants (with the focus group).

One of the unique aspects of the phone research included identifying commercial projects that were in the final stages of construction or newly completed to find out what brand of commercial faucet was ultimately purchased and why. AIM used a proprietary national construction database to pull projects and contacts for different types of commercial projects. Not only did this give AIMâ€s client insight of how one brand is selected from a list of several possibilities, but it also gave feedback on who was driving the selection and what selection criteria were most important.

After the phone interviews were completed, AIM conducted six virtual focus groups with seven to ten design and building professionals from across the country in each group. Groups were segmented by target audience to direct the content of the discussion to a specific audiences†interest and responsibilities in the specification-to-purchase process.

By using virtual focus groups, AIM was able to present various images and visual slides to gain comments and detailed feedback on specific topics identified by the phone research. in addition, AIM recorded the interviews giving the client the opportunity to share the feedback with associates or to review specific comments or topic in more detail.  During the group discussions, the client was able to listen to the group and could easily request AIM explore a specific topic in more detail simply by providing suggestions in a text to AIMâ€s group moderator.

Virtual Group Discussions Provide Research Flexibility, Diversity and Depth at a Reduced Cost

Due to the high cost of conducting in-person focus groups and limited research budgets, on-line focus groups have become a popular, cost-effective method for conducting qualitative research when organized and managed properly.  When companies need to reach multiple markets, a virtual focus group is easier to set-up and allows for more flexibility and customization. With virtual focus groups, participants tend to be more comfortable sharing their opinions and more likely to share more detailed information than when in the same room with other professionals.

AIM worked with the client to develop a discussion outline and the visuals used for the groups. In addition, AIM managed the recruitment of 45 influencers with a regional balance across the U.S. AIM also moderated the groups, provided the incentive, summarized the findings and completed any follow-up after the groups were completed.

RESULT

AIMâ€s two-step research process gave the client valuable and current market insight on the role each type of professional plays in the specification process. It also identified where the clientâ€s brand might be falling short.  While there is no “simple” answer, the research did emphasize the importance of building strong relationships with ALL the influencer audiences. Many times, the owner dictates the brand of faucet used in a commercial project, but all groups agreed that a product brand must be in the specification to be considered.

In Whatâ€s Love got to do With a B2B Brand, some of the lessons you can take from a study of what Taco Bell did and how a B2B company can get the love going is discussed. These lessons came out in the focus group and are immensely helpful in shaping your thinking about your brand.

The AIM research also helped our client understand specific details about where to position themselves within the specification. For example, many influencers indicated they are moving to performance specs which is easier than listing several brands within the spec.  In todayâ€s complex world, it is important for manufacturers to understand the influencers in their market and then try to differentiate their products from the rest. Researching the needs and wants of product influencers is critical to staying on top of the competition.

Another recent blog by Interline Creative Group titled, Snap! Crackle! Poof! ,points out that thinking through your brand strategy is the most important thing a company can do to be successful. In addition, companies need to conduct research to understand if there is a difference between their perceptions and reality. Often companies donâ€t have the correct perspective on what their brand means and delivers to the market. Third-party market research can help companies gain unbiased knowledge about a specific market. AIMâ€s research experience and market knowledge provides clients with objectivity and impartial direction to help them stay ahead of their competition.

For more information on how AIM can assist you with developing a customized research platform including focus groups, online surveys, phone interviews or any other type of market research, email patty@a-i-m.com or call 847-358-8558.

The post Meetings with Key Product Influencers Helps Keep B2B Company on Top appeared first on Accountability Information Management.

PROBLEM

An international manufacturer involved in the plumbing industry was planning to introduce a new product to the U.S. market that would use new technology not yet found in the market. While the product was successful in other countries around the world, the company wanted to understand what obstacles, if any, they might face in getting the product launched in the U.S.

The company indicated the product introduction would take place within two years, which gave them time to explore the market and to find out what specific issues they may encounter. Since the product would be new to the U.S., the client was looking for a research company that was familiar with the U.S. commercial plumbing market to provide them with guidance and direction on the project.

A customized research plan that clearly identifies the research objectives, target audience(s) and action plan is extremely valuable to helping companies identify challenges and opportunities for a new product release. “Thinking out of the box” to design a unique research plan can help companies find answers to their marketing challenges quickly and efficiently.

SOLUTION

To help the client quickly identify the barriers and obstacles to market entry and provide that “out of the box thinking.” AIM designed a customized research plan that involved getting qualitative feedback from engineers and water authorities in various regions throughout the U.S. After meeting with the client, AIM developed a list of specific topics and questions designed to be an open-ended format to encourage open and frank dialogue. While some of the topics were similar between the two groups, some were unique to the specific audience.

For example, the new product may require a variance in pipe size with minor revision to the International Plumbing code. Therefore, the client wanted to know whether this variance would deter engineers from specifying the product and how likely the city/county or state construction review entity would be to approve the variance. For water authorities, the research included questions on how water was billed for commercial projects to identify where and how much savings projects might realize with the new product. The research was also designed to provide the client with actual samples of bills based on water usage and any information on rebates or incentives for water saving measures that were currently being offered.

AIM recommended the research include twenty in-depth phone interviews with a variety of “top” engineer companies and with various water authorities across the U.S.

RESULT

With the use of an open-ended question format with a variety of engineering and water professionals across the U.S., AIM was able to uncover some of the issues the client would need to address before entering the U.S. market. Not only did the research identify some of the key obstacles to overcome, it also identified areas of concern that the client had not anticipated.

This preliminary research also indicated younger engineers may be more receptive to the new product. In addition, there was an indication that the product would likely provide the market with significant water savings but would require additional research to determine more specifically how and where this may occur. While the research indicated the product may face some resistance from engineers, the feedback indicated the engineers were willing to work with the manufacturer to get an approval on a code variance.

The open-ended question research format, encourages participants to provide unaided feedback and a “top of mind” response. Often this type of research leads to more questions and the need for more quantitative research. By conducting in-depth phone interviews with both engineers and water professionals, AIM was able to encourage the client to “think outside the box” when designing and implementing a new product for the U.S. commercial market. It gave them a new perspective on what issues needed to be addressed and what questions to resolve in order to successfully launch the product.

Two short videos may be of interest to you to demonstrate qualitative research techniques. One is Jim Nowakowskiâ€s discussion of interviews with pet owners where students neglected to talk to the pet. The other is Patty Fleiderâ€s discussion of AIM capabilities. As the director of research at AIM, itâ€s a good overview of what you can expect if you work with AIM.

Research is a secret weapon

Research Accountability

For more information on how AIM can assist you with exploring the market for a new product, for help in identifying key hurdles in a potential product launch, email patty@a-i-m.com or call 847-358-8558.

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