Published: 8/21/2024
Jeffrey Reesing
SVP – Corporate Sales & Customer Experience, Dynata
It’s the little things that count. We have all heard this phrase many times in multiple different contexts. But coming from outside the Market Research industry, I didn’t know how much sometimes the little things count more than anything.
We work with many clients where critical business decisions are being made every day. These decisions can cost, or potentially gain, millions or even tens of millions of dollars for a brand. My team happens to work closely with a large consumer products brand who sells products that span across multiple categories. I find it fascinating how much they rely on connecting with their target audiences when they have critical information they need. However, I was unaware of how granular a brand like theirs needs to be in order to reduce risk as much as possible. The time, investment, and care they take in order to vet out something as small as package design for a non-dominating product in a large category is amazing. The number of times they test this is even more compelling. Yet, the business case is if they can get one person to switch their buying behavior, and more follow, it means company revenues can skyrocket. All of this, because of a small packaging decision on a single product.
Dynata is thrilled that we are a partner that these types of brands turn to every day to make the most important decisions, small and big. We also know that these decisions are business critical, and without the highest level of quality we could not deliver the data that drives those most important answers to their questions.