Getting the Lay of the Land
The global marketing research industry was expected to produce $140 BILLION in revenue in 2024. According to Hanover Research, 79% of companies conduct at least 5 market research projects per year. This excludes the daily surveys conducted by pollsters on behalf of political candidates and special interest groups or nonprofits seeking to understand their supporters.
By now, you likely know that My Cup of Tea is somewhat unique in that we are a social enterprise - both nonprofit and business. As such, getting the lay of the land is of particular importance to us because we need to understand the perspectives of customers who buy our tea and other products, donors who contribute to us directly, and supporters who provide time, talent, and other resources.
Since 2019, we have conducted a customer survey digitally. We draft, disseminate, and compile the results in-house.
And we take your advice.
Here are a few ways over the years that your responses have been taken to heart and put into action:
- A year ago we asked you about prices and if inflation affected your tea purchases. You told us it did, so when everyone was raising prices, ours stayed the same.
- You told us a few years ago that you wanted more sustainable products, so we've created sustainability gifts and offered reusable shopping bags.
- Some of you asked for extended hours and that we open on Saturdays. We piloted extended hours in the summer, but the level of business didn't cover our costs. We also began opening on Saturdays in December, which has worked and we will continue to do.
- And, you asked us to make our tea available in more locations for convenience, our products are now available in 24 locations in the Memphis area.
These are just a few of the ways we have used your responses to our survey. We compare the results to past years to ensure we are providing the best quality products and an exceptional customer experience. We don't take your support for granted.
Please consider taking a few moments to complete this simple survey so we can continue to serve you well.