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Facilitating customer relationships through marketing research

Date of publication: September 19, 2004

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Berni Stevens, Thomas Catalano

Abstract:

Proprietary panels have been adopted by many organizations to lower costs and speed up market research. Kodak has taken the proprietary panel a step beyond to develop a mechanism to enhance their customer relationships. This paper reviews how Kodak and its research agency have developed the Kodak Pro Labs Advisors Panel into a customer relationship tool through a variety of methods, highlighting the mechanics, challenges, and rewards.

Berni Stevens

Author

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Thomas Catalano

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Stevens and Catalano (2004a, September 19). Facilitating customer relationships through marketing research. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/differentiation-through-customer-service