May 2008 EastSight InSight

While the vast majority of CI primary research is completed successfully via phone in the US, at times, an in-person interview or a site visit is worth the extra time and money. During an assignment years ago, the in-person interviews with our client’s customers and with purchasers of a very aggressive competitor’s offerings revealed that our client’s buyers averaged about ten years older than the purchasers of the rival’s products. With this insight, our client altered its advertising and sales messages to appeal to younger purchasers.