With findings similar to those captured during focus groups, our one-on-one depth interviews ask open-ended questions of industry participants about their day-to-day challenges and opportunities. Their answers help people outside the industry better understand their prospects and guide sales reps in developing effective advertising and marketing programs.
Profile America uses www.researchincorporated.com to conduct our one-on-one interviews. Examples of the questions that researchers ask industry participants include the following:
- “From your perspective, is your industry growing or declining, and by how much?”
- “What are the growth drivers in the industry (or reasons for decline)?”
- “Which segments of the industry are performing well, and which are underperforming?”
- “What are the most daunting competitive threats to your business?”
- “What are the biggest challenges you face in attracting customers?”
- “What are the most effective ways of reaching your customers?”
- “What percentage of your gross revenue would you say you spend on advertising and marketing?”
- “What are the most critical elements in the formula for success?”
Not intended to be scientific in nature, Profile America conducts these one-on-one interviews among industry participants to learn first-hand about their challenges and their perceived opportunities for growth. Like focus groups in tone and content, one-on-one interviews are intended to provide anecdotal information about an industry’s most pressing issues and most significant opportunities -- told from the perspective of those inside the industry.
In some industries, little statistical data is available to tell an industry’s “story” -- of its health and vitality or its intense competitive battles and changing landscapes. In addition to one-on-one interviews among industry players, Profile America, Inc. also conducts interviews among industry analysts and observers -- e.g., editors and publishers of trade publications and executive directors of industry associations -- to uncover hidden truths and pearls of wisdom.
Even in industries in which associations and publications are sophisticated about tracking sales, identifying growth drivers, and providing segment data, findings from one-on-one interviews add a “conversational” element, which contributes to our reports’ overall readability.
“Understanding can overcome any situation, however mysterious or insurmountable it may appear to be.” Norman Vincent Peale (1898-1993), author of “The Power of Positive Thinking”
Understanding your prospects’ operating environment is the key to developing successful business relationships. Gathering facts, stats, trends and forecasts from a variety of sources is no longer a hurdle that sales teams need to jump. We take the pain out of creating easy-to-use sales tools.
Selling is competitive, to say the least – and it can be downright daunting in industries where products and services are similar and margins are tight. Help your reps “walk the walk and talk the talk” of the various industries into which they sell.