When any company grows rapidly, it can be easy to lose sight of what made you attractive to your clients in the first place. Not so with Acumen. Following on from many successful years as a fieldwork provider, Acumen recently conducted some research of their own to make sure they’re still delivering what their clients want.
Their customer satisfaction survey was sent to all the clients that have commissioned Acumen for research over the past 6 years and the results are now in. The survey covered a range of issues from how clients had come to us to how satisfied they were with the current range of services available.
The overall satisfaction ratings were particularly high, with over 50% of those questioned saying they were extremely satisfied and the remaining respondents stating they were fairly satisfied. This probably goes some way to explaining why over 60% of our clients have come to Acumen via positive referrals from others within the industry.
Although not the sole fieldwork suppler to many of their clients, Acumen were heartened to hear that for most of their clients, the reason for this is that other field agencies are often used when the project does not require the same rigour and attention to detail that Acumen has become renowned for.
Especially interesting were the many requests that came from the survey for more information on the various services that Acumen now offers alongside its consumer qualitative services. Specifically, many wanted to hear about Acumonitor, Acumen’s bespoke software package which sifts through the hundreds of respondents recruited daily and informs the project managers which, if any, have been used on research projects before. Not only is this useful for keeping accurate histories for respondents in areas like London where there is a high uptake of market research, it can also identify fraudulent respondents who have tried to disguise their identity to recruiters.
Many were interested in Acumen’s capabilities for CAPI recruitment, for which the company has been pioneering the use of iPad’s with their interviewers. And then there has been the recent launch of the Pioneer Suite which, while under the auspices of sister company, Aspect Viewing Facilities Manchester, is especially useful for clients who need a unique space for large workshops or hall-tests.
All in all, the feedback from the customer satisfaction survey was positive; giving the team at Acumen an insight into where their perceived strengths are and where their opportunities lie. And in the true spirit of market research we’ll leave the last words to one of the respondents: “We trust you for more difficult briefs which is a testament to your service and our confidence in you. You have a can-do attitude and really do deliver. You listen to our feedback and give us what we want.”
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