Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Susan Griffith, Ad Effectiveness Sales Manager at Readex Research.
Find Susan Online:
LinkedIn: www.linkedin.com/in/susangriffithsalesandfitness
Email: sgriffith@readexresearch.com
Website: www.readexresearch.com
Find Jamin Online:
Email: jamin@happymr.instawp.xyz
LinkedIn: www.linkedin.com/in/jaminbrazil
Twitter: www.twitter.com/jaminbrazil
Find Us Online:
Twitter: www.twitter.com/happymrxp
LinkedIn: www.linkedin.com/company/happymarketresearch
Facebook: www.facebook.com/happymrxp
Website: www.happymr.com
[00:00]
Hi, this is Jamin. You're listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year's Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.
[00:31]
Hi, this is Jamin. You're listening to Happy Market Research Podcast. The show floor is being torn down. Exhibitors are packing up, looking forward to just getting to their cats, dogs, kids, whatevers. It's going to be a pretty good time, and I have the pleasure of having Susan Griffith with Readex Research as my guest. How are you today?
[00:51]
I am terrific. Thank you for asking.
[00:53]
Tell me about Readex and that's R E A D E X.
[00:57]
Correct. We are a company based out of beautiful Stillwater, Minnesota, which is just north of St. Paul. Our specialty is online and mail survey research, self-administered studies, which nobody's prompting. Its participants are taking the survey sort of at their leisure. It's timed but at their leisure. So, been in business since 1947, long before me. But I am a legacy employee. Back in the day the company was started by an ad agency executive and they were trying to determine…
[01:35]
I mean that's like early days of research.
[01:37]
Exactly, whether ads were being read and impactful. So back in the day print, there are still mail surveys done this way but the survey is sent out with a copy of the publication and people put their remarks on it. It's sent back to Readex. But my mom (getting back to my legacy), she was one of the housewives that would go to Readex, pick up a stack of magazines, bring them home, and in our basement, she would compile and organize the scoring of what happened. So, that was back in the day.
[02:10]
Love it, all manual process.
[02:11]
Exactly. In the basement. So fast forward to now, I would say about 75% of our business is online, but we still do a lot of mail surveys, which is why we are here.
[02:25]
National Research Corporation is a company that does patient satisfaction, and the government has required that a certain proportion of patient satisfaction still be done through mail. Why? Because there is a portion of the population that is not online, which is really interesting. And it's almost like it's the other way now, where we're all in on online and digital. And I can't think of the last time somebody has done a paper survey.
[02:54]
Exactly. Well, think about even your mailbox at home or at work; we tend to get less mail. So now, the mail survey isn't part of a huge stack of ads and things you don't need. It is not unique, but it isn't in a big stack anymore. And you're right. I think about industries where there's an aging population. I think about remote populations. And then we do some work in human resources, employee satisfaction surveys. And one of the niches about that is the confidentiality factor. So, lots of DIY tools,
