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Coors Brewing Co. -
1999, 1998 and 1997 Distributor Conventions & Sales
Conferences
Pre-event qualitative
research consisting of 28-30 structured executive interviews
with distributor principals and company field sales
management and representatives to identify their
pre-Convention and pre-conference needs, preferences,
attitudes, perceptions, intentions and behaviors.
Pre-event qualitative
measurement in the form of a faxback tele-Survey conducted
with 1,500 people in mid-October, 1997, 1998 and 1999. Data
analysis and Key Findings reports prepared from which
Convention recommendations, including a set of meeting
strategies and individual executive presentation objectives,
are developed.
The 1997 pre-event
qualitative measurement was in the form of an 81 question
800# touch-tone Tele-Survey was conducted with 1,478 people
with a 31% response rate. Data analysis and Key Findings
reports were prepared from which Convention recommendations,
including a set of meeting strategies and individual
executive presentation objectives, were then developed. The
1998 and 1999 survey designs use a mail-out-faxback data
collection method.
New in 1999 is the use of
e-mail questionnaires for the Coors field sales force
surveys (2).
COORS Brewing Co. - 1996
Distributor Convention & Sales Conference
Pre-event qualitative
research consisting of 15 structured executive interviews
and two series of 12 Tele-Focus group sessions each with
distributor principals and company field sales management
and representatives to identify their pre-Convention and
pre-conference needs, preferences, attitudes, perceptions,
intentions and behaviors. A set of meeting strategies,
presentation objectives, themes, a set design and video
module concepts were also developed for the client.
Post-event, a 94-question
FX-Tele-Survey was conducted with 1,428 people with a 46%
response rate. A two-year tracking of post-Convention
results and ROE (Return On Event) Report was developed on
benchmark questions in addition to the standard array of MPP
post-event survey reports.
COORS Brewing Co. - 1995
National Distributor Convention & Sales
Conference/Restructuring
Pre-event qualitative
research consisting of 11 structured executive interviews,
11 Tele-Focus group sessions with distributor principals
and company field sales management and representatives
plus an FX-Tele-Survey (faxback) with 64 questions to
1,555 people to establish baseline measurements of
attendees' understanding, attitudes, perceptions,
intentions, behaviors, etc. Meeting strategies and
presentation objectives were also developed.
Post-event, a 96-question
FX-Tele-Survey was conducted with 1,450 people with a 66%
response rate. An ROE (Return On Event) Report was
developed on benchmark questions in addition to the
standard array of MPP post-event survey reports.
Hoffmann-La Roche, Inc. -
Managers Meetings
Post-Meeting tracking of
three quarterly, 700-person Managers Meetings to determine
communications' progress in the development of
"strategic literacy" among managers and
professionals. Six peer group live focus groups were
conducted after the first meeting, and outbound telephone
and faxback surveys were conducted after the 2nd and third
Meetings.
Abbott Diagnostics Division -
National Sales Meeting Post-event Survey
A post-event, 800#
tele-survey consisting of 89 questions (72 multiple-choice
and 17 open-end) was conducted with the approximately 800
members of the field sales organization.
Reports consisted of a
written Executive Summary and Key Findings plus frequency
tables, both positive-to-negative and question sequence
mean average tables, topic cluster bar graphs, open-end
question response tabulated summaries and open-end
transcripts sorted by question number.
Abbott Diagnostics Division
- National Sales Meeting Post-event Survey
A full service
post-meeting tele-survey for an 800 person national sales
meeting. Services included 9 executive interviews,
preparation of a 93 question survey, conduct of a census
800# tele-survey, a "snapshot" data report plus
a full report with graphs, tables, coded Verbatim and
analysis. Out of 800 people solicited, 540 people
responded to the survey for a 3% margin of error.
AT&T Network Systems -
Eastern Region "Kickoff" Meeting Pre-event
Research
Structured telephone
interviews (17) with prospective attendees to identify
their needs, concerns and preferences regarding the
upcoming meeting plus the specific questions they would
like answered by regional management in the Q&A at the
meeting.
Mentor Graphics -
International Conference Pre-event research
Pre-event research
consisting of nine structured executive interviews in the
US, France, Belgium, England and Japan plus six tele-focus
groups sessions (4 US and 2 European) and a written
Japanese survey were conducted to identify the needs and
concerns of both management and the sales organization
related to their business and the upcoming conference.
Johnson & Johnson LifeScan
Division - Mid-Year National Sales Meeting
Pre-event conduct and
reporting of findings from 6 executive interviews, 6
tele-focus sessions and a 60-question, 800# tele-survey
with full written summary, key findings, data table, data
chart and open-end question summary reports.
Post-event conduct of a
60 question survey with a full report package plus a
Return On Event (ROE) Report.
Johnson & Johnson -
"Serenity" Product Launch Meeting Pre-event
Research
Structured, confidential
interviews (6) plus two live focus group sessions with
prospective attendees to identify their initial responses
to the product and their concerns, needs, preferences and
suggestions for the launch meeting with their colleagues.
Baxter Healthcare
Corporation - National Sales Management Meeting
A post- meeting series of
executive interviews (26) each lasting approximately 40
minutes. This "sample" represented 8-10% of the
cross-divisional attendee group and was designed as a
"qualitative survey" of the attendees recall of
purposes and messages, buy-in to the new vision and
strategy of the company, discussions of resistance,
confidence, commitment and feasibility, queries regarding
"obstacles" to the vision, plus a gathering of
their suggestions for "next steps" to move the
action forward in enrolling the rest of the organization.
Baxter Healthcare Corporation
-
Quality Selling
Process/Pecos River Training & Account Team Building
Event Training Program
Baxter conducted a series
of 28 4-day training events in Pecos River, NM, for
approximately 2,500 sales representatives and sales
managers from 22 Baxter divisions. Each training group had
approximately 85 participants.
A multi-stage framework
of research services was developed to provide Baxter
management with pre-event insight into the attitudes and
needs of prospective training participants; pre-event
attitude bench marking research; on-going, on-site
training evaluation and post-event attitude and behavior
studies to both determine the overall ROE of the program
and to provide guidance for follow-up initiatives.
Services provided:
- Pre-event - design,
conduct and summary reports of 6 pre-event tele-focus
group sessions with prospective participants
- Pre-event - design,
conduct and reporting for a pre-event bench marking
survey (60 questions) for each of the 28 participating
groups
- On-site
- event
evaluations utilizing a questionnaire (29 questions)
with each group. Services include data scanning,
statistical analysis, coding and tab summaries of
open-end responses and weekly "Snapshot"
report on each of the first 10 participant groups plus
additional data table "Snapshot" reports for
continuing groups.
- Separate tracking
reports and written analysis for 5 aggregated sales
groups and 5 aggregated sales management groups plus a
combined report comparing the two groups and all
participants.
- Post-event - design
(currently in development): tracking survey to determine
attitude perception and behavior changes among
participants, overall ROE of the training program and
guidance for follow up initiatives.
American Express Travel
Management Services - National Sales Conference Research
Full service pre- and
post-research services including pre-meeting executive
interviews, tele-focus groups (12) with segments of the
sales, account development and operations support groups
plus census tele-surveys for approximately 800 people.
Reports include:
1. Executive interview
summaries
2. Tele-focus group
summaries
3. Pre-meeting survey
data and analysis report
4. Meeting design
recommendations
5. Speaker
consultations
6. Pre- and
post-meeting ROE survey data and analysis and
benchmarking of attitudes and perceptions over several
years
American Express Travel Management Services - Sales
Conference Research
Full service pre-and
post-research including pre-meeting executive interviews,
tele- focus groups (8) with segments of the sales
organization and a census 800# tele-survey and a
post-meeting self-administered, mail-back census survey.
The meeting participants numbered approximately 550.
1. Executive
interview summaries
2. Tele-focus group
summaries
3. Pre-meeting survey
data and analysis
4. Meeting design
recommendations
5. Speaker guides for
individual executive presentations
6. Post-meeting ROE
survey data and analysis
Digital Equipment Corporation - Open/Client Server Marketing
Leadership Conference
Individual evaluation
surveys (9) conducted during the three day,
300-participant, planning conference covering Day 1, Day
2, the Overall Event and 6 individual product marketing
breakout "tracks" to determine the participants'
satisfaction, understanding, confidence and behavior
intentions by geographic area and primary product
specialty.
Coldwell Banker - Chairman's
Circle Conference Post-event Research
Design and conduct of
post-event tele-focus groups with Coldwell Banker real
estate brokerage firm principles were conducted to acquire
participants' insights regarding the satisfaction,
attitudes and perceptions of the conference and their
needs, concerns and suggestions for the 1993 conference.
Focus groups were divided by size of business and number
of years attending the conference. Reports included
summaries of the focus groups and analysis of the
implications for the 1993 Chairman's Circle Conference
E.R. Squibb & Sons - P.O.A. III Sales Meeting Post-event
Research
Post-event
self-administered mailback survey using a base sample of
28 sales districts (approximately 50% of the sales force)
to determine their satisfaction, attitudes, perceptions
and suggestions regarding a two-day district
marketing/sales development event.
Reports include a
post-meeting report with data in graph and table form or
the E.R. Squibb sales force plus regional data reports on
selected questions, analysis and recommendations for
future P.O.A. meeting designs.
Audi National Dealer Meeting
Pre-event conduct of four
tele-focus group sessions and a 29 question survey with
Audi dealers to identify their attitudes, perceptions,
confidence and commitment levels and investment intentions
regarding the Audi brand/management and their needs,
concerns, preferences and suggestions for the upcoming
meeting.
Post-event conduct of a
44 question survey to determine the dealers' satisfaction
with the meeting and their attitudes, perceptions,
confidence and commitment levels and investment intentions
regarding the Audi brand and Audi US management.
Pre-event reports
consisted of a written summary of key findings with
supporting data tables and graphs. Post-event reports
consisted of similar reports plus a Return On Event
Report.
IBM -
Recognition Event Program (100% Club, NSD & NDD Events)
Pre-event Research
Pre-event
program conduct of 10 structured executive interviews, 20
focus group sessions and a 69 question tele-survey. The
survey resulted in a sample of 1,109 respondents from a
population of approximately 18,000 prospective event
attendees.
Research
objectives - determine the event participants' valuation of
their past recognition event experiences and their needs,
desires/preferences, interests, concerns, attitudes,
perceptions, expectations and suggestions for the upcoming
recognition events.
Savin National
Dealer Meeting Research
Pre-event
conduct of 4 structured dealer telephone interviews, four
tele-focus group sessions and a 59 question survey with
Savin dealers to identify their attitudes, perceptions,
confidence and commitment levels and investment intentions
regarding the Savin brand/management and their needs,
concerns, preferences and suggestions for the upcoming
meeting.
Post-event
conduct of a 67 question survey to determine the dealers'
satisfaction with the meeting and their attitudes,
perceptions, confidence and commitment levels and investment
intentions regarding the Savin brand and Savin management.
Pre-event
reports consisted of a written summary of key findings with
supporting data tables and graphs. Post-event reports
consisted of a similar package of reports plus a Return On
Event Report (ROE).
 Top
 Copyright
2003, GuideStar
Communications. All rights reserved.
For more
information, contact:
Ira Kerns
Phone: 212-426-2333
Fax: 212-427-7514
e-mail:
info@guidestarco.com
GuideStar Communications,
305 E. 86th. Street, New York, NY 10028
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