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Tools | surveys

Measuring, counting and decision making.

Organizations use market research to put a number on known possibilities. It is used to measure or identify values ​​of known variables. These may be good tools to manage and monitor business progress. However, when applied in isolation without a more exploratory component, they become useless in fostering innovation. You can never expect an opinion survey, an assessment of satisfaction or a structured focus-group to reveal new opportunities for innovation; simply because you will get no more than just answers to the questions you are posing, simply because most problems are open-ended. In terms of innovation though, these studies may become valuable to validate information collected with a more exploratory and unstructured method.

Here are some examples on how surveys were used to bring value to our clients:

Measuring pedestrian flows:
Knowing how many people enter a space by each of the doors throughout the day, complemented exploratory observation and facilitated the understanding of previously detected phenomena. It was through this method that Quotidian assured new services in a major urban transport facility and hub. We were able to assign a market value to an audience hitherto invisible, while developing an entire retail concept around that audience.

Surveys and questionnaires:
They can be used to ask a group if they have a preference for one alternative over another, this can help establish a direction that has already been indicated by exploratory data or can provide measures of relativity. It was through a telephone survey, and after observing the use of data services, that Quotidian could predict the potential market value of that service.

Comparing features:
It serves to compare services and to create an initial understanding of their relative position in the market. It was through this method associated with a scoring scheme, that Quotidian established a comparison between experiences when accessing e-banking services at different banks.



© Quotidian 2011