FOLLOWING five actual projects typify the areas of market
research successfully undertaken by Parsifal Research. There is a focus on
client studies, customer surveys and staff surveys. We would
be happy to discuss any or all in greater depth.
1. Developing a Future Strategy:
CSIRO Australia, Mineral Processing and Metal Production Sector.
An Australia-wide client study
was undertaken for the Sector to explore client perceptions
of CSIRO's service delivery and to determine the key areas of
future opportunity for research projects.
Both personal interviews and a mailed questionnaire
were used in the study. Respondents included senior operations
and technical managers with some of Australia's largest mining
2. Client Perceptions Study:
Ove Arup & Partners.
Parsifal Research was commissioned
by this international consulting engineering practice to explore
how their clients regarded their engineering services, their
client management and their competitive standing.
At the conclusion of the customer
survey, a workshop was conducted with senior members of the
partnership to develop an action plan to capitalise on the information
3. Audience Study: The Australian
Two large studies were commissioned
by the Board of the Australian Ballet Foundation. The first
was an audience study and involved giving a mail-back questionnaire
to over 9,000 members of the Ballet's audiences at performances
in Melbourne and Sydney. A remarkable forty percent return rate
was achieved. The second study involved 2,000 questionnaires
mailed to randomly selected subscribers and lapsed subscribers.
Audience and subscriber profiles
were developed and recommendations made concerning subscription
specification, repertoire, advertising, promotion and audience
A special seminar for the Board
on the results of the studies and their implications for future
strategy was requested, following presentation of the preliminary
4. Assessment of Internal Support
Services: Mallesons Stephen Jaques.
In this staff survey all staff
of Mallesons Stephen Jaques Australia were invited to give very
detailed feedback on each of eleven internal services provided
to professional staff (for example, Information Technology,
Human Resources, Facilities, Training). Following presentation
of detailed results, significant changes were implemented and
the effectiveness of these changes measured by a follow-up study
twelve months later.
5. Client Study: Royal Guide Dog
Association of New South Wales and ACT; Royal Guide Dog Association
Royal Guide Dog Associations in
Victoria and New South Wales deliver a range of specialist services
- mainly related to orientation and mobility - to clients with
significant sight loss. Separate client surveys were conducted
in each state to measure client perceptions of the quality and
relevance of the services delivered.
Research methodologies included
one-to-one depth interviews, focus groups and a quantitative
telephone survey. Workshops were run with service delivery professional
staff in both states to develop improvement programs.