Quantifying the decision making process of clients & prospects
In a first stage, a quantitative survey will help reveal, for a particular market segment, the level of involvement and the level of importance of every person involved in the decision making process of purchase or loyalty towards a company, its products or its services.
In the example below, which is a synthesis of the decision making process in market sector x, the purchasing manager is involved in the decision making process in 37,1% of the cases, with an average importance of 8,8 on a scale of 1 to 10. The general manager is, for his part, involved in the decision-making process in 15,8% of the cases, but when he is involved, his importance is maximal (8,86/10).
Besides a global view of the decision making process, which allows the company to take the adequate decisions to appropriately define the relevant target audiences, the RIC process helps constitute a highly qualified database containing, for all target companies, all individual data necessary for a precise targeting of communication actions.
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