RPG Research Catalog

Diagnostic Research

Organizations that make service a priority tend to score very well on satisfaction surveys. But sometimes, there are dips in satisfaction that can serve as predictors of areas that could become problematic in delivering top-quality service.

By the same token, organizations that create products or services often have difficulty spotting the trends that indicate that a product or service category is about to move from maturity into decline. With the right information, these firms can spot the warning signs and work to either stimulate market demand or make plans to scale back or divest the category and invest in something new.

Diagnostic research can help in both of these scenarios, and many more. The premise of diagnostic research is that baseline statistics for vital areas are established and then monitored through a series of regular surveys (generally administered quarterly, semi-annually or annually). This allows the organization to spot sudden drops in vital statistics and to react before these drops manifest in lost customers or revenues. The research investment is relatively small compared to the potential losses that can be incurred in a problem is not spotted in time, and if the diagnostic research is augmented with occasional qualitative studies to ensure that the vital statistics are still relevant, it is possible for an organization to anticipate negative surprises before they happen… and to correct for them before they disrupt business.

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