People perform more consistently, deliver higher quality work and are generally happier with their job if they understand what role they play in the company’s success.


you measure are representative of your total customer base. And you have to seek them out and not let them volunteer for your study.


With perceptual and behavioral


research, you can learn what your customers are thinking, what their priorities are, how they get their information and what impacts their decisions to buy from you. You can fi nd out exactly to what extent and why they support your competitors. You can identify opportunities to grow your business and determine which marketing messages are working and which aren’t. How do you sum all this up? How about a story? At one company I work with the receptionist’s job is to do two things: greet people and answer the phone. The tag she wears has her name, of course, but also has a job title that she wrote herself – “Director of First Impressions.” She’s a marketing genus! Dr. Warr is Vice President of


Zachry Associates, a full-service creative agency and marketing research company that works with a number of national and international aviation companies.


Dr. Warr Dr. Warr is Vice President of Zachry Associates, a full-service creative agency and marketing research company


that works with a number of national and international aviation companies.


Proven performance | Technical excellence | Dedicated support


© 2016 Eastman Chemical Company. Eastman brands referenced herein are trademarks of Eastman Chemical Company or one of its subsidiaries. The ® used on Eastman brands denotes registered trademark status in the U.S.; marks may also be registered internationally.


TO-3280 8/16 65


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