Stratford Report

After completing our unique Phase 2 development Adroit-e Research captures data from the towns local people, we then went on to capture the elusive youths view.

Here are just a few highlights of what the research produced:

-Hardly any of the young participants had ever shopped in the City Centre for clothes; they perceived the experience to be aimed at a different market.

-A larger percentage had shopped at the Maybird but generally disliked the ‘experience’considering it had failed to meet the social side of ‘shopping’.

-The main competitors to Stratford for young people were Leamington for a social shopping experience, and online shopping for particular items – Birmingham and London were frequented for days out, shopping and browsing.

These few points show why Stratford may need to give more consideration to young people’s needs and wants. If any decisions are made to tackle the issues raised in the report, then an accurate segmentation of the youth market should underpin all planning and action – a ‘one size fits all’ solution is unlikely to succeed. Overall the Stratford Town Research has given a very insightful view of what the younger generation perceives of Stratford.

Adroit-e would especially like to thank all of our sponsors and all of those that took part in the research.

www.adroit-e.co.uk

Customer-Centric

‘The only budget guaranteed to increase year on year in my company is the Research Budget – how else could we fulfill our customer - centric mission’Deputy Chairman, Central England Bus company

How else indeed – but how many of you actually follow through your mission, which predictably promises to put customers needs and wants at the centre of your strategic decision making.   As the old Scottish drinking toast puts it ‘Damn few - and they’re all Deid’. Here’s some other aspects to the Deputy Chairman’s customer focused activities.

‘We encourage our customers to complain – how else can we know where we are screwing up.

Customers want clean buses – so dirt is unacceptable to us – specialist cleaners come on to the bus during journeys to demonstrate our commitment.

Research reveals that the next most important aspect of our service after punctuality that customers want is ‘friendliness’ – we carry this through to our HR section ensuring that they choose people people – we can always build the skills element on top of that.

Our Research checks our follow through on all this and ensures customers understand our commitment to them. Like every other business we have our failure and research helps us decide what to do next.

Please take this blog when you next travel by train, visit an airport or attend the doctor’s surgery.

I’d be happy to help them increase their commitment to research with the clients, customers, and patients.