Most large US companies* are not currently using social media channels such as Facebook and Twitter to gather customer feedback, according to the findings of a recent study conducted by research technology firm MarketTools. This aligns with recent findings from our business confidence tracker for Business Link in London whereby we survey 3,000 SME business owners in London and found that only 37% are using social media for business purposes.

The MarketTools study also revealed a disparity in the way companies think and the way they act with regard to customer satisfaction. Although 92% of respondents believe that satisfied customers are very important or extremely important to their company’s bottom line, fewer than half (42%) solicit customer feedback on a continuous basis, and more than one-fifth (22%) invite feedback only once a year or not at all.

If there is one New Year’s Resolution we should all be making as marketers is making sure we keep on top of customer feedback to make sure our customers stay loyal and remain satisfied.

For more information on how B2B International can help your company improve customer loyalty please visit our white paper on Customer Satisfaction

*Sample of 810 executives at companies with annual revenue greater than $100m

As B2B International expands its operations around the world, the most recent office opening earlier this year in Shanghai, Director of International Operations Matthew Harrison says: “we are delighted that we’re strengthening our North America and Asia-Pacific teams. As the number of clients grows, so too does the need for more experienced and talented researchers.”

Guan Jingyuan joins as research executive in B2B International’s Beijing office. Jingyuan, a bi-lingual Chinese national, has previously worked for Shell in London, UK. A skilled qualitative researcher, she has undertaken research projects for several multinational clients across a number of different industry sectors. Her clients include the likes of Shell, Air Products, International Paint, HR Certification Institute, Etola and DSM, and she has experience researching the fine chemicals, education, agriculture and renewable energy markets.

In the USA, Cristin Malone is appointed as a research analyst in the New York office. In her role, Cristin analyses both qualitative and quantitative data, designs questionnaires, moderates and manages online focus groups, and develops presentations for clients. An experienced market researcher, her previous work has included developing syndicated multicultural attitude and purchase behaviour reports, and conducting primary research for major cable, satellite, and Telco operators, TV networks, Internet companies, and technology developers.

An historic sales slump appears to be hitting the $100 billion United States brewing industry. According to the Beer Institute, industry shipments are down 4%, and SymphonyIRI reports that sales for 11 of the biggest brands fell in the four weeks to May 16. In fact, in this period, only four of the top 30 –Keystone Light, Modelo Especial, Yuengling and Pabst Blue Ribbon – posted gains.

It all boils down, it would seem, to people simply drinking less beer at present. A big factor behind this trend appears to be the ongoing effects of the recession. High unemployment rates, in particular, mean many people are cutting back.

The trend is typified by the Brewing Big Two: Sales of Anheuser-Busch’s Bud Light, the largest U.S. brand, are down 5.3% year to date – and, don’t forget, this is compared to 2009, which was the first negative year in the brand’s 28-year history. MillerCoors, the No. 2 U.S. brewer, is experiencing declines too, with Coors Light and Miller Lite down 0.5% and 7.5% respectively.

 
A recent study for Tufts University by market research specialist B2B International examines how universities can develop engineers and scientists into business leaders of the future.

One of the biggest challenges facing any higher education institution is attracting students through its doors. The Tufts Gordon Institute, part of Tufts University’s School of Engineering in Boston, Massachusetts, recently commissioned global market research specialist B2B International to research the views of potential masters degree students across North America. The project’s objective was to assist Tufts Engineering School in updating its innovative masters program in management specifically aimed at engineering and science graduates—the Master of Science in Engineering Management (MSEM).

The MSEM degree is a relatively new phenomenon, only recently appearing at various top universities across North America. Tufts University has been one successful school with this offering, and its directors were interested to learn more about potential students’ preferences so it could optimize the program further.

Eve Lenkowsky, Research Executive at B2B International explains, “Typically, science and engineering college graduates have been faced with the choice of either learning about business completely outside of their scientific fields, or simply continuing with an advanced engineering or science program like a masters or Ph.D. Few institutions give ambitious science graduates the chance to make their skills more applicable to the modern workplace and, in particular, management positions. Our project confirmed that there is a rising need for this kind of offering.”

The study was conducted among American and Canadian professionals who had all previously completed an undergraduate course in engineering or science. Nearly all are currently employed in an engineering, scientific or technical role and stated a possible interest in pursuing a graduate masters degree or Ph.D. in engineering or science. Carried out via e-survey, some of the key findings from the study include the following:

• A modern masters program will ideally provide a blend of distance learning and in-person contact. While students require the flexibility to learn as and when their schedules allow them to, they also demand the opportunity to meet and discuss subjects with professors and peers.
• Students have become more price-sensitive due to the economic recession, and are more insistent on combining studying with their employment. Successful universities need to provide flexible learning at a reasonable cost.
• The students most interested in MSEMs have strong business aspirations, and seek to use their technological knowledge to create practical, marketable products.
• The motivation to enroll in an MSEM derives more from a desire to gain applicable knowledge that enables them to advance professionally, as opposed to the desire to learn about theoretical technical topics that might be more suitable for academia.

Mary Viola, Engineering Management Program Director, concluded, “We were very pleased with the success of the research. The feedback from the participants reveals clear trends and preferences which we will build into our program to meet the needs of our potential students even more effectively. We look forward to better serving students who are looking to develop into leaders of technology companies.”

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About B2B International
B2B International is a specialist business-to-business market research consultancy that provides customized business-to-business market research and intelligence studies on a global scale. In the last decade alone, it has carried out over a thousand surveys in almost every industry for corporations, government departments, educational institutions, and medical specialists alike.

With 30 years’ experience in business-to-business market research, B2B International has built up an impressive client portfolio and has published books, white papers and articles on marketing and market research. It has offices in three continents (North America, Europe and Asia) where its research specialists have researched all the major geographical areas of the world.

B2B International’s offering includes market assessment and market entry studies, segmentation studies, product development studies, branding studies, customer satisfaction and employee satisfaction research, pricing strategy and advertising studies. B2B’s leading practitioners have also run a large number of training courses on marketing and market research.

About The Tufts Gordon Institute
Tufts Gordon Institute, a nationally recognized center within Tufts University’s School of Engineering, in Boston, MA, focuses on engineering leadership, innovation and entrepreneurship to help graduate and undergraduate students develop the tools they need to advance their careers, inspire teams, and bring innovative products to market.

Their focus on engineering leadership, innovation and entrepreneurship – in classes, hands-on projects and real-world experiences – gives students the practical leadership tools they need not only to advance their careers, but to inspire teams, and to encourage and develop innovative ideas that will make a difference in the world.