ABSTRACT
Research into client opinion, perception and requirements is where all business development or turnaround must start. Any other base for growth will be built on the shifting sands of assumptions about clients. Market research is driven by the attitude that understands that survival and growth in business are directly linked to the firm’s ability to identify and satisfy client needs more effectively, more consistently and more economically than its competitors. Market research should start by asking a cross-section of existing clients:
1 ‘How satisfied are you with our existing services?’ 2 ‘How do you think we can improve our services?’ 3 ‘What kind of pricing structure would you find more acceptable?’
