CUSTOMER SUCCESS:

Market Research

The Challenge
To conduct a phone based qualitative Market Research Survey about casino usage and attitudes, collecting the correct non-bias data, evenly distributed over a large geographical area with a correct distribution of answers from both gamblers and non-gamblers.
Comfort the respondents so that they felt comfortable giving out the correct personal information about their gambling habits.

Make the gambling respondents complete the whole 15 minute, information dense Market Research Survey.

The Solution
To be able to reach the desired respondents for this Market Research Survey a list was acquired from a list broker. The list was then segmented into zip code clusters, with the desired geographical areas needed for the survey. A random sample was generated from these clusters to reach the desired records to be loaded into the system and called upon.

The main hurdle to overcome in this Market Research Survey was to get non-gamblers to participate. Gambling showed to be a sensitive topic and people felt strongly about it. To secure a correct picture for this Market Research Survey, a lot of work was focused on creating a phone script that enabled us to connect with the respondents and get them to answer the questions in a truthful fashion.

All the data collected was recorded in an analyze friendly database by CustomerLink, according to client specifications.

The Results
CustomerLink conducted the Market Research Survey in a timely fashion generating more than 6,300 completed surveys. The non-gambling respondents were reached and interviewed. The longer, more extensive part of the Market Research Survey for the gamblers was conducted and in-depth data collected.