Tribal Voice

Telephone interviewing and quantitative analysis reveal market insight

Earlier this year we worked with Reading Systems, producers of Phonica, a phonics based literacy software system for children and adults with reading difficulties and an accelerant system for younger children. Reading Systems Managing Directors, Dr Norman Swan [also presenter of The Health Report on the ABC] and Dr Jeffrey Tobias wanted to know more about their customers and where their prospects were positioned in the buying cycle. It was also important to uncover the prevalent attitudes and perceptions of parents and guardians about reading.

We conducted in-depth telephone interview surveys to understand the decision paths made by parents looking for ways to help their child learn to read. We created a market segmentation model to illustrate where contacts were at in the buying cycle and already. Dr Norman Swan, Managing Director, Reading Systems said:

“Reading Systems has put this model into practice with excellent results”

Adapted from the Spring 2005 Edition of our newsletter Tribal Voice