We have partnered with Integrated Insight – a company that helps organizations out-behave the competition through insights & analytics – to design and execute research on our company. At the end of this research, we will clearly understand exactly who our niche customer really is to more effectively meet their needs.
Over the course of a few weeks, Integrated Insights will conduct a Satisfaction Outcomes Assessment to help measure the satisfaction of current customers and a Niche Segment Research to define the attributes of our target niche customer.
The Satisfaction Outcomes Assessment includes a visit to each of the five centers to recruit career seekers to be a part of the multi-phase interviews. This assessment is to primarily gain perspective on our process for career seekers. Interviewees will represent a cross-section of customers in terms of age, work experience, industry, reason for visiting and past experience with our organization.
In addition to this research plan, Integrated Insight will be conducting quantitative research by sending an online survey to 600 participants who meet the below criteria:
- 50% Orange, 20% Seminole, 15% Osceola, and 15% combined Lake/Sumter counties;
- 50% female/ 50% male
- 20% in each age category: 22-24; 25-29; 30-34; 35-39 and 40-44.
- No more than 25% who are planning a career move outside of 12 months.
Once completed, this research will allow us to develop a psychographic (personality, values, opinions) profile of our niche customer and fully understand their career goals and educational endeavors to more effectively serve them in their career journeys.
Integrated Insight has honed their skills at Walt Disney Parks and Resorts over 20 years to provide key insights into what drives customer satisfaction, so we’re very excited to witness how they’ll propel CSCF to the next level.
More to come, so stay tuned.