Case #1 – Global Airline

Assignment - A major global airline retained BRI to develop a comprehensive CSM system for tracking passenger satisfaction and service expectations across various routes and demographic groups.

Approach - BRI developed a monthly in-flight survey program for passengers which was administered worldwide.

Result - The company repeatedly used the model developed from this project to gain insight into different market segments - insights that ultimately lead to better operations and more refined target markets. The study also satisfied the airline's most immediate goal - developing new training procedures to enhance in-flight customer satisfaction.

Case #2 – International Computer Manufacturer

Assignment - For a major international computer company, BRI was retained to conduct a market analysis for an innovative computer product they had just developed, and to identify the company's competitive position within specific markets.

Approach - BRI conducted a series of focus groups, one-on-one interviews, and in-depth telephone interviews with potential buyers.

Result - The project identified the types of information (media and message) that would be most effective at different stages of the buying cycle; assessed the extent to which it was possible for the company to penetrate specific market segments; determined how the company needed to position itself; and identified what marketing and sales strategies should be used to communicate and introduce the company's products and services.