Facilitating customer relationships through marketing research. A Kodak case study

Proprietary panels have been adopted by many organizations to lower costs and speed up market research.

Facilitating Customer Relationships Through Marketing Research

A Kodak Case Study

Berni StevensTechFocus Research, Inc., United States

Thomas CatalanoEastman Kodak, Inc., United States

BACKGROUND

Kodak Professional Imaging Solutions, a division of Eastman Kodak. commissioned the creation and ongoing management of an Advisors Panel among professional photography labs at the beginning of 2003. TechFocus Research was selected as the supplier to create and manage the ongoing activities of the panel. This paper provides an overview of the panel as well as its individual components in detail, highlighting the challenges that we have and continue to overcome, as well as the...

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