A Full-Service Marketing Research Firm

Quantitative & qualitative solutions worldwide since 1960.

It's About Customers & Growth

Getting, keeping, and selling more to customers are goals of every marketing professional. Here are the most common projects to help achieve them.

Getting Customers

Customer lead generation
Aware non-customers evaluation
Win/loss tracking

Keeping Customers

Customer satisfaction tracking
Renewal intention tracking
Brand equity evaluation

Selling More to Customers

Product/service development
Cross-selling evaluation
Ad/communication evaluation

Project Types

Quantitative & qualitative • International coverage • Actionable deliverables

Products/Services

• Concept testing
• Market potential evaluations
• Features/attributes testing
• Pricing/elasticity
• Website evaluation

Brand Positioning

• Brand equity evaluation
• Competitive comparisons
• Improvement opportunities
• Brand consolidation

Sales & Marketing

• Customer lead generation
• Cross-selling evaluation
• Renewal intention tracking
• Ad/communications testing
• Event & sponsorship evaluation

Performance

• Customer experience
• Customer satisfaction tracking
• Win/loss tracking
• Employee performance
• Acquisition due diligence
• Product launch metrics
• Aware non-customers evaluation

Getting Customers

Customer Lead Generation

This is a survey approach to screening prospects, and has two objectives

  • Explain offerings, and determine if contact and/or info is desired
  • Identify brand usage, satisfaction, and factors that would prompt switching

It involves interviewing prospects on either an on-going basis or for a certain time period, with sample size being matched to client's fulfillment capabilities. Results for all respondents (including those not desiring contact or info) is tabulated periodically for market insight.

Aware Non-Customers

This survey determines reasons why a company/brand is not used despite being a known entity, and provides insight for converting. Respondents are typically screened for being likely to purchase within a certain time frame.

Win/Loss

Involves a brief interview with the primary decision-maker per company to objectively determine reasons for wins and losses, and identify competitive advantages and disadvantages. Usually conducted on an on-going basis.

Our Clients

Keeping Customers

Customer Satisfaction

This is the most common type of survey, and generally conducted quarterly to provide a flow of information during the year. It allows opportunities/problems to be identified sooner rather than later, and controls for seasonality and changes in the economy/industry.

Sampling is segmented to ensure accurate representation of key customer groups and regions. Results are used to identify trends, improve products/service/communications, and monitor the competition. Results can also serve as the basis for an internal bonus program.

Renewal Intention

This customer survey is conducted prior to renewal dates for service contracts, policies, subscriptions, memberships, etc. Objectives are to determine the likelihood of renewal and reasons, identify competitive influences, and provide information to help salvage accounts. Usually conducted on an on-going basis.

Brand Equity

This provides an overview of brand equity (defined by metrics such as awareness, usage and performance) vis-a-vis the competition in key markets. Sampling includes customers and non-customers, with results serving as input for strategic planning, marketing, and improvement. A version of this survey is often used for acquisition due diligence.

Case Studies

Selling More to Customers

Product/Service Development

This research helps increase the odds of success by involving customers, prospects, and internal/external influencers in the development process. Goal is to maximize sales through a fully-informed approach to design, features, packaging, pricing, marketing, and support.

Cross-Selling Evaluation

Objectives of this survey are usually two-fold: informing customers about additional products/services, and identifying new opportunities based on preferences and needs.

Advertising & Communications

Research on these topics typically involves campaign development (themes, copy/graphics, competitive comparisons, etc.), and awareness/recall tracking. It is also common to evaluate the usage/meaningfulness of employee communications.

About Us

Industry Expertise

Communications

Energy

Financial Services

Healthcare/Life Sciences

Insurance

Manufacturing

Publishing

Technology

Representative Clients

Acuity Brands

Aetna

Bank of America

Cigna

Ensign-Bickford Industries

Filtration Group

Fluke

Gilbarco Veeder-Root

Ingersoll Rand

Kollmorgen

MassMutual Financial Group

Master Lock

Matco Tools

MetLife

NetScout Systems

Newell Rubbermaid

Northeast Utilities

Philips Lighting

Qualitrol

Tektronix

The Hartford Financial Services Group

Time, Inc.

Zimmer Biomet

Case Studies

Click boxes to view.

Market Potential Evaluation

Manufacturer

This project was for a major manufacturer of industrial tools. Primary objectives were to evaluate the company's position in the pneumatic market where it is the worldwide leader, and whether it should enter the hydraulic market. Qualitative and quantitative research techniques were employed in the U.S., Europe, Asia and Middle East. Results were used to assess competitors, distribution, image, product performance, and barriers to entry.

Satisfaction Tracking
New Publication Evaluation
Test Market

About Bourget Research

BRG was founded as Marketing Services Company in 1960 in Atlanta by Albert C. Bourget. Al was a Harvard Business School graduate, co-founder of National Merchandising Corp, and US Regional Sales Manager for GE.

The company was one of the earliest research firms in the US, and specialized in consumer projects and political polling. It had offices in Atlanta, Manhattan and Fairfield County, and expanded to the Hartford area in 1966.

In the early 70's, BRG diversified its industry expertise and formed strategic alliances with firms that specialize in field and data services. This allowed for a broader range of clients, international coverage, and more competitive pricing.

Chuck Bourget joined the company in 1980 following analytical positions at Manufacturers Hanover Trust and American Can Company. He became president in 1998, and is personally involved in all phases of a project. His background includes NYU Stern School of Business, and a masters degree in economics from Trinity College, Hartford.

Why Bourget Research Group?

  • 50+ years of helping companies succeed
  • Diverse industry expertise
  • Experience with all size companies
  • Research options clearly explained
  • Principal involved in all stages of project
  • 24/7 customer service

Contact Us

Contact Us

If you would like additional information about our services, please feel free to send a message.

Bourget Research Group

PO. Box 271821
West Hartford, CT 06127
860.242.7665

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