In the context of the emergence of relationship marketing approaches where strategies must be directed to target markets with relevance in order to be effective, the traditional marketing research hardly fits.
In fact, traditional marketing research approaches often have the following limitations:
For the past four years, the Société de transport de Montréal (STM) has developed and operated a panel of 7,500 public transit customers, allowing it to conduct the majority of its marketing research activities (www.mavoixmastm.info)
Valérie Vanderhacgen of the STM will present the success factors as well as the benefits for her organization, while Christian Dupuis from Dialogs will be presenting the work steps as well as the tools required for the management of a private panel.
Valérie Vanderhacgen, M.Sc.
Senior Advisor of Market Intelligence and Customer Experience, STM
Valérie has been working since 1997 in the marketing research field within private and public companies (Videotron, Gaz Métro, DuProprio, STM).
As part of the “customer experience” shift recently initiated by the STM, she acts as the “Voice of the Customer” and thus guides corporate decisions by reporting reliable information, highly based on the results of the panelists’ surveys.
Christian Dupuis, M.Sc.
Christian has acted since 1994 to equip and advise several large organizations in marketing research and strategy. Among the organizations with whom Christian Dupuis has collaborated as a business intelligence expert are Air Liquid Canada, National Bank of Canada, Gaz Métro, Hydro-Québec, Société de transport de Montréal, Société des casinos du Québec, and Société des alcools du Québec.