In business, being ‘the little guy’ presents both its challenges and its opportunities. The position doesn’t typically allow the clout or the budget of market leaders, but does afford the luxury of being more nimble and certainly more service-oriented. For upstart New Zealand company Camorra Research Ltd., choosing to focus on the positives of being smaller helped them to define who they are, and the immense value that they bring to their enviable book of clients. Pair that with the flexibility and power of Vision Critical’s Community Panel technology and you have a combination destined for ‘big guy’ success.
Camorra Research’s business model is based on developing deep relationships with clients and assisting them with their research wherever questions need asking. It’s an environment where projects materialize on a whim, and rapid execution simply cannot be a prohibitive factor. A short time ago, operating this type of research practice would have been near impossible. It was a world dominated by conglomerates with large call centres, a world where small players had to absorb data collection costs and nightmare logistics; they were effectively locked out of the big game. “In a small market like New Zealand, it’s hard to defend your turf against larger market research companies with global reach and the ability to offshore many aspects of the research project,” says Shawn Henry, Director of Camorra Research. Shawn knew he needed a way to trump the big boys through delivery of superior-quality, faster and more actionable insights. When he discovered online Community Panel technology from Vision Critical, Shawn knew he had found that missing link.
According to Shawn, the arrival of panel technology has changed the game entirely. With it, Camorra Research can offer its clients the ability to reach a new level of engagement with their customers and to have more control over the surveys they conduct. Camorra Research focuses on the development and maintenance of online panels using Vision Critical’s Community Panel technology—the most widely adopted community panel platform on the planet. Significant savings on research logistics means more time to devote to research strategy, questionnaire development, consulting and analysis of findings.
Vision Critical’s Community Panel technology has allowed Camorra Research’s clients—including Vodafone Australia, Vodafone New Zealand, Southern Cross Healthcare Group and Westpac Banking Corporation—to build highly targeted and engaged customer panels. Through the research gathered from members, they receive timely feedback and actionable recommendations. Vision Critical’s Community Panels have also dramatically changed Camorra Research’s business model. Adds Shawn: “I don’t write proposals anymore. There is no need for a pitch. With panel technology, the clients come to us with problems, and our surveys lead to solutions.” Now that’s a position any small business would love to be in.