Mineful’s Survey Data Integration Helps Companies Better Understand Consumers

Chicago, IL (PRWEB) January 26, 2010

Marketing professionals are making better use of consumer feedback, demographic data and purchase history. By understanding the relationship between consumer characteristics and opinions businesses can better target marketing campaigns, understand consumer needs, and improve current products and services. Generally, combining this information requires extensive amounts of time, technical skill, and resources. However, Mineful’s latest offering combines consumer information with survey responses in just a couple of clicks. The result is a better understanding of the consumer done in a fast and efficient manner.

As an example let’s suppose that a grocery store chain conducts an online survey of customers who have signed up for a shopper’s discount card. The survey might ask customers how important they consider things such as ease of checkout, expanded store hours, and availability of in store special services such as pharmacies and florists shops. A survey like this will be valuable in itself, but it will be even more valuable if the researcher can integrate survey data with consumer data gathered from discount cards. These cards typically provide answers to, “Who? What? Where? When? & How?” The Surveys will answer, “Why?”

If a marketing researcher attempted to ask for this information as part of a survey it would create two problems. First, respondents might not be able to provide accurate information about such things as how often they shop or how much money they typically spend. Second, asking for such information would make the survey considerably longer. The longer a survey is the less likely it is that people will complete it.

By integrating survey results with consumer data from shopping cards a researcher can answer questions such as:

• What services are most important to the company’s top spending customers?
• What hours should special services (pharmacy, floral) be available?
• How does customer satisfaction affect purchase frequency?

Mineful's survey data integration tools allow marketing departments to better understand and serve their consumers. This makes consumers happier and helps companies improve the results of their marketing efforts. Visit http://www.mineful.com/surveys_marketers for more information about data integration.

About Mineful

Mineful is a web-based tool that answers questions about how to make your marketing efforts more successful. Mineful gives businesses a powerful way to integrate survey data with consumer and sales data. This results in a clearer understanding of different segments of the market and displays them with easy to understand reporting dashboards. For more information or for a free account, visit http://www.mineful.com or contact David Lano, Director of Business Development, at (312) 725-8045 or dlano(at)mineful(dot)com.

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