In answer to the question, ‘how do we make a popular event even better?’ we offered our in-house marketing research services. BT wanted to find out what customers thought about their twice-yearly forums for users of their international voice services, looking to uncover more than could be learnt from a standard post-event feedback form.

We conducted short telephone interviews with BT’s customers, both those who had been to a forum and those who had yet to attend. Making the most of our conversation time we probed: motivations for attending; barriers that kept customers away; the importance of various event elements; and what could make a good event even better.

Our research offered BT a rapid and cost-effective way to get the insight they wanted to help them better meet their customers’ needs. 

If you’d like us to dig deeper into your customers’ opinions, call 01454 326 498.