Why carry out this research?
The B2B division of a nationwide tyre retailer wanted to research to meet the following objectives:
- To track current business performance down to department, region and individual level
- To identify areas for improvement
- To understand how customer needs are changing and how the organisation needs to change to meet them
What did we do?
In partnership with the client, we created a survey with questions relevant to each department.
JEM’s dedicated market research interviewers then carried out telephone interviews with a sample of 136 B2B customers. 84% of the decision-makers spoken to agreed to complete the survey.
How has the research helped the client?
JEM presented the research outcomes to department heads focusing on their particular business units. Each department selected a champion for business change who used the research to identify priorities for business improvement.
“This was the first time we had used JEM for market research, although we had historically used them for their telemarketing services, and I was delighted with the outcome.
We had previously used larger market research agencies but JEM was more thorough at the initial consultation stage which resulted in a more detailed research brief with actionable outcomes. Key stakeholders were engaged from the outset and this resulted in an incredibly high level of buy-in and action resulting from the research findings.”
- Head of Customer Insight – Nationwide Tyre Service Provider