Improving Honeywell's market research

Date of publication: February 3, 2002

Abstract:

Honeywell replaced its international telephone data collection and paper-based tabulation and reporting with blended telephone, online and e-Interviewing data collection and real-time reporting. It did so because the company's Six-Sigma quality control process quantitatively demonstrated that while neither telephone interviewing nor self-administered online surveys could sufficiently control sources of error in data collection, a hybrid approach using both modes combined with live interviewers and their traditional skills could. Together with web-based reporting tools, this combination delivered improved customer satisfaction measurement and service benefits and increased ROI that neither of the individual data collection modes or the more traditional reporting systems could realize.

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