This client wanted to determine the activity levels of their alumni base. They wanted to identify target market segments and programs to elicit a higher level of engagement. They also needed to identify the donation drivers in their target market.

To assess the brand awareness, participation levels, interest levels, and donation patterns of the institution alumni. 

A national online survey was conducted with the alumni base to collect the voice of the customer. The survey participants were recruited by e-mail from a list of alumni provided by the University. Each participant received an e-mail invitation on behalf of the dean containing and a link to the survey. To enhance the response rate, participants were offered an honorarium. No incentive was used.

The results of this study determined that more customized and regionalized programs were necessary to increase participation levels. In addition, the communication vehicles and frequencies were not conducive to the lifestyles of many of the alumni. As a result, alternate communication vehicles were used for future communication with alumni.

Voice of Customer
Major Academic University

Needs Analysis
Medical Product Manufacturer

ATU (Awareness, Trial, Usage)
Pharmaceutical Company