CSR is the proud recipient of MetLife’s “Supplier of the Year” award in recognition of the overall value CSR brought to the client’s research studies. The award acknowledges CSR’s thoughtful analysis, timeliness of reporting, proactive and flexible customer service approach, and overall performance compared to a field of close to 20 other research firms.
CSR’s former Executive Vice President Mark Palmerino’s contributions to Winchester Hospital in Massachusetts were formally recognized when Mark was presented with the “Friend of Nursing Research Award.” This prestigious accolade is given to those who “contribute significantly to the design and conduct of research on behalf of Winchester Hospital.”
CSR has been a prominent and active speaker and participant at many market research and industry conferences in recent years. Here are just a few examples of our groundbreaking thought leadership initiatives.
Gaining the Most Insight From High-Value Audiences
Most researchers associate exploratory research with qualitative methods, but their tool kit is often limited to approaches that include multiple participants, such as focus groups. While useful, such options have many drawbacks when it comes to high-value audiences: Why entice a C-level executive to a two-hour focus group to only get 15 minutes of his or her input?
There is another answer, the one-on-one interview. While these have typically been used in small (15 to 20 participants) studies, conducting many more such interviews will yield a veritable treasure trove of insights. However, these can be hard to identify without the right tools.
See how CSR’s coding and warehousing tools were applied to mine critical, actionable insights from 90 qualitative interviews of 45 minutes each with key business decision-makers.
Lessons From History: What The Battle of Gettysburg and Abraham Lincoln Can Teach Market Researchers About Strategy
Military leaders and scholars alike have studied the successes and failures of the strategies employed by both the Union and Confederate Armies in the days leading up to, during, and following this historic battle. As the Union’s chief strategist, President Lincoln personally influenced many decisions that had far-reaching consequences as to the outcome of the Civil War. What can marketers learn from Lincoln, Lee, and others involved in this conflict? In this presentation, we explore the lessons that today’s leaders in the war to win customers can learn from this conflict:
- What is strategy, and how can a better understanding of strategy lead to more insightful research results?
- In what ways can successful military strategies be applied to the battle for the hearts and minds of customers?
Measuring Satisfaction of Your Largest Clients: How to Do It Right
Measuring client satisfaction is an important part of any organizational strategy. When used properly, results from measuring satisfaction can drive positive organizational change. While it goes without saying that measuring the satisfaction of an organization’s largest clients is critically important, it brings unique, and possibly explosive, challenges. This presentation covers a number of “best practices” that CSR and MetLife developed for measuring the satisfaction and loyalty of our client’s “National Account” customers (employers with more than 25,000 employees):
- Learn what are some of the pitfalls of engaging large clients in satisfaction surveys — and how to avoid them
- Ideas for how to provide flexible modes of data collection — modes that say to the client, “We care about how you want to give us this information”
- Importance of how and when to “touch” the clients and to track those “touches”
- How to develop the “business rules” that govern “who does what to whom when”
- The importance of feedback systems — how the data is used both during and after the collection phase for both strategic and tactical purposes.
A Journey Through Group Insurance’s Benefits Study Experience
“Thought Leadership” is defined by many as innovative content, provided by a firm that is recognized and often profits from the recognition of authority, covering trends and topics that influence an industry. A critical component of thought leadership initiatives is sound, robust, thoughtful research, which helps our clients provide answers to the biggest questions on the minds of their target audiences.
This presentation shows how our client Prudential leverages the research that CSR conducts to support its nationally recognized publication, Study of Employee Benefits: Today and Beyond.
Originating nearly 10 years ago, the breadth of the study and the use of results have truly evolved over time. The underlying research has become more comprehensive: while the study originated as two surveys (among two different audiences) with about 200 questions total, it is now conducted among three audiences and the number of topics has more than doubled.
Each year, the survey content has been continually refined, digging deeper into the world of employee benefits, becoming more focused each time, but the study has also maintained many of the same questions year after year in order to measure trends and changes over time. The sheer amount of data produced from this study and the corresponding analysis conducted has grown: each year the analysis becomes more complex and incorporates incremental ways to examine the data, etc., producing more insight. Over the years, Prudential has incorporated new initiatives for or uses of the study, many of which are discussed in the presentation.
20 Days Around the World of Benefits Brokers
Benefit brokers live in a hectic, fast-paced world with multiple information sources that are often incomplete. Dealing with the many, often conflicting needs of clients, prospects, peers/co-workers and insurance carrier representatives produces a stress-filled job environment. Yet, the details of how brokers spend their time on a week-in and week-out basis — even hour by hour — is unknown to the insurance carriers that depend upon brokers to sell their products and services.
CSR and MetLife decided that the best way to really understand the needs of this important sales channel required an innovative approach. While ethnography might have been ideal, the challenge of actually accompanying a business professional for multiple days proved daunting, if not impossible and quite expensive. Other qualitative methods, such as one-time telephone interviews or in-person in-depth interviews raised concerns that they would not gather the detail required. The solution? To interview a small but committed group of brokers multiple times (once or twice per week) over the course of several weeks. These brokers spent nearly 20 total hours speaking to us about the details and frustrations/challenges of their job. This presentation shows how, through proprietary analysis and content-coding, we identified over 120 specific details of what they do and how they do it and over 150 different frustrations/challenges they experience on a daily/hourly basis, which MetLife then used to redesign and/or reposition several of the services and communications provided to members of this critical distribution channel.