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3.2 Market research – Market research data (1 questions)
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Integration steps
- Identify alignment: The NPS of 45 indicates a relatively strong promoter base, but the qualitative feedback reveals a specific pain point (packaging).
- Segment analysis: Cross‑reference NPS scores with respondents who mentioned packaging issues to see if detractors are concentrated there.
- Prioritise actions: Since packaging concerns could convert detractors into promoters, address this issue as a quick win.
- Develop messaging: Use the positive NPS to promote brand loyalty while highlighting upcoming packaging improvements in marketing communications.
- Monitor impact: After implementing packaging changes, re‑run the NPS survey and compare scores to assess the effect of the qualitative insight on quantitative performance.
Resulting strategy
- Launch a campaign that celebrates the high NPS (“Our customers love us – 45% promoters”) and announces “New eco‑friendly packaging coming soon”.
- Target existing promoters with referral incentives, while reassuring detractors that their feedback has driven tangible change.
- Track both NPS and sentiment from follow‑up focus groups to ensure the packaging change improves overall satisfaction.