Breaking Through The Boundaries
MR techniques to understand what individual customers really want, and acting on it
Phyllis MacfarlaneNOP Research Group
Introduction
In this paper we outline the background to the development of the Customer Census, the challenges we had to meet, and the range of methodologies we tested and refined to ensure the survey met both Customer and Client requirements, the lessons learnt, and the benefits the survey has brought. We believe that as a result of this survey, BT will once again be seen as redefining research and, in particular, the relationship between research and marketing.