PHS Group Plc is a major supplier of Business Services and a market leader in most sectors. Facilities Managers are a critical audience for the Group, possessing large budgets and the ability to contract services from several of its divisions. However, PHS was most commonly recognised as just a Washroom Service company, the breadth and expertise of the Group often going unrecognised.
PHS needed to raise the Group's profile among Facilities Managers, demonstrating it understood their roles and the issues they faced. In conjunction with Research and Marketing Ltd. a Quarterly Facilities Manager Survey was developed, a process that involves continuous research amongst the target audience, surveying their opinions on a broad range of issues and then publishing the findings. An innovative solution was found to keep costs low and maximise the output.
An agreement was made with FMX, a leading sector magazine, whereby they not only published each quarterly report - raising its profile, but also supplied their circulation list to Research and Marketing Ltd. to ensure clean and relevant sample for surveying. Research and Marketing now operate an ongoing programme providing:
- 200 business-to-business telephone interviews per quarter
- ICQS trained interviewers, specialising in Business-to-Business surveys
- A fieldwork period spanning 2-3 weeks each wave
- CATI technology allowing quick and accurate feedback to PHS, which is essential when operating to tight publishing deadlines
"This activity has become a staple part of our brand building and Research and Marketing has been instrumental in both its set up and ongoing efficient running. I have been very pleased with both the efficiency and quality of R&M's work and have been happy to pass additional projects to them subsequently."
Stuart Price
Head of Marketing
