Faced with the task of developing a business plan that would take the company to the next level, a media agency, specializing in Direct Response TV, asked Relevant Insights to conduct an in-depth industry analysis and a study to profile current customers.
Relevant Insights gathered data and reports from different industry sources and syndicated research services, then presented a coherent story on the key trends in the direct marketing and DRTV industries, as well as in the product categories usually sold through different direct marketing media vehicles. Phone and online surveys were deployed to collect demographic, satisfaction and behavioral data from a sample of current customers.
The industry analysis and the customer surveys pointed out the need for diversification of the company’s product portfolio and the reorganization of its cost structure. The results, coupled with internal company data, provided the basis for the development of the company’s business plan. They also served as input in investment decisions made by the parent company.
