They say money can’t buy happiness. Well, it can’t buy insight either. You can pony up a lot of bucks to get your research done, but raw numbers really don’t tell you the whole story, do they?
You need context – an experienced eye that will tell you what is true, what is important and what to do next. Customer research is important, but only if you have the right team telling you what it all means.
At Gunshot Digital our team has crunched numbers their entire lives. Rumor has it they were counting their toes as soon as they left the womb and they haven’t stopped counting since. But they also know how to interpret the numbers so you understand your customers, right down to their motivation for making a purchase and the type of coffee they order at Starbucks.
O.K., so we stretched the truth a bit about the coffee. But we can say that our team of analysts can give you an in-depth look at what all the numbers mean, whether it’s an assessment of your sales cycles, customer preferences or brand positioning. Let’s look at an example.
A large department store chain with stores in Los Angeles, San Francisco, Seattle, New York, Atlanta and Chicago noticed that there was a steady, steep decline in the sales figures for one of their ladies’ apparel brands. Obviously, they wanted to find out why.
So, the market research folks here tackled the project. We stationed two people in the department at the Los Angeles store. Every day for a week they stood there, just making observations. What did they notice? They found that women loathed standing in front of a mirror out on the floor to hold up dresses.
The numbers people found the same thing – 75% of women surveyed replied that they didn’t think there was any privacy in the department, which was close to the store entrance. Once the store moved the department away from the entrance and provided a little more privacy, sales shot up 40%.
This is what makes Gunshot Digital different. We use all the tools at our disposal to come up with an answer. The numbers only tell you so much. Observation and knowledge can fill in the blanks, giving data the context it needs to be useful.
If you want to move beyond the numbers, give Gunshot Digital a call and we’ll help you understand and act upon them.