Cutting a research project's budget by 20% would likely require making difficult decisions about the scope and goals of the project. Surveys can measure customer needs and map those needs onto transactional customer data to better understand customers. During economic downturns like the Global Financial Crisis, some companies focused on cost-cutting through layoffs rather than maintaining customer relationships, but focusing on customer value through techniques like value mapping can help companies adapt.

4. What happens if you cut 20% from a research project’s budget?

9. The DB "Royale" double truffle burger $120 (US)

14. Briefing a successful study... In writing: List the decisions to be made OR List the behaviours to be changed

17. National study

18. By product/branch/call centre

20. Same basic idea can be applied to segmentation Measure “needs” in surveys Map these needs onto data Customer records Demographics Purchases Transaction records

22. DIY opportunities

26. Shameless self-promotion Analysis and chartingwww.q-researchsoftware.comtim.bock@q-researchsoftware.com

28. GFC “opportunities” Sacking employees Sacking customers The new mindset Fear Introspection Bunkering Localising

30. VEL Valuedisadvantage Valueadvantage Price Utility (Benefit provided to customer) Value maps (CVA) and the Value Equivalence Line (VEL)

31. $6.95

32. REPORTING AND ANALYISIS Simulator