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30 Questions and Answers by Rachel Marcelle

Published April 6th, 2019 | Rachel Marcelle is a Full Desk Recruiter and Career Blogger whose passion is helping others to reach their goals.
Question 1 of 30
Tell me about one area of business-to-business market research that can be done to help improve a company's revenue and profitability.
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How to Answer
To answer this question, think of a specific element that businesses can control or react to that affect their bottom line. This answer can include market data like location, material costs and availability, and sector trends and regulatory changes, for example.
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1.
Tell me about one area of business-to-business market research that can be done to help improve a company's revenue and profitability.
To answer this question, think of a specific element that businesses can control or react to that affect their bottom line. This answer can include market data like location, material costs and availability, and sector trends and regulatory changes, for example.

Rachel's Answer #1
"One area of focus that has created a lot of interest for businesses in recent years has been environmental regulation. Due to clean air and similar initiatives, many companies have been forced to change product composition and production practices. Market research helps the companies look for alternatives as changes are made, and identifies the demand for new regulation-friendly products that can be created to meet the needs of an evolving industry. Besides helping with identifying, pricing, and sourcing cost-effective new materials and methods to continue producing products, companies also reap the benefits of being able to advertise newly improved, environment-friendly products. In many cases, this attracts a new genre of consumers that are highly conscientious and often willing to spend more. This can even reposition a brand's reputation in terms of product quality and justify increased pricing."
Rachelle's Answer #2
"An example of areas where market research can make a direct impact relates to overhead costs and fair market values for goods or labor. These cover a broad field of interest and can include research on pricing for material, production, even salaries and payscale for industry and locale. Without having conducted proper research beforehand, a company may not be able to set realistic expectations in these areas and many others which can negatively affect spending, business operating income, ability to generate revenue, and ultimately profitability."
2.
Which other companies are you interviewing with?
The research, data, and customer insights industry is a competitive one, and GfK wants to know if you are entertaining offers from any of their competitors. You are never under obligation to disclose who you are interviewing with, and you are usually best not to name any names. Be direct without giving away too much. Let the interviewer know that you are active in your search but are being very discerning regarding your applications, and final decision. You also do not want it to appear that you are putting all of your eggs into this one basket. Think of this as a first date question - you want to show your interest, but also keep some mystery!

Rachel's Answer #1
"I have been interviewing for a couple of similar positions; however, I am furthest in the interview process with GfK. I am very pleased with the impressions your management and HR team members have left on me so far."
Rachelle's Answer #2
"I am interviewing with two other organizations for similar roles. One position, I am in the third interview stage, and the other was a pre-screen call with an in-person interview tomorrow. It is important to me that I find work soon; however, I will hold out for the right opportunity."
3.
Have you ever trained a client on how to implement the data they receive in a customer survey?
Survey and research findings are wonderful to have, but can still leave a company feeling paralyzed until they know what to do with that information. The interviewer wants to see if you have experience walking your clients through the best ways to implement the data you have helped them to obtain.

Rachel's Answer #1
"I have trained many clients on how to take the data they have received from surveys and research, and make it work for them. The projects I have assisted with include the development of customer loyalty programs, rewards programs, and new customer acquisition initiatives."
Rachelle's Answer #2
"While attending university, I helped a few of my fellow students during group work to better understand how companies can leverage their people-powered data, to benefit the bottom line. I look forward to working with GfK and learning more about how to help my clients create programs and tweak their services to reflect better what their customers are saying."
4.
Explain Enterprise Feedback Management (EFM) and Customer Experience Management (CXM).
EFM and CXM are terms often used in the relationship management and management consultancy industries. Show the interviewer that you are familiar with these terms by breaking them down briefly. If you have exposure to a particular type of EFM or CXM software or tool, be sure to mention that experience. If GfK suggests a specific resource in their job posting, do some research to familiarize yourself.

Rachel's Answer #1
"Enterprise Feedback Management gives a company the ability to collect and manage customer feedback, then use those results in various ways. This tool gives companies the ability to be actionable as it relates to customer experience. Customer Experience Management lets a company oversee every customer interaction, allowing for fast improvements and exceptional service. I see in your job posting that you are asking for experience in Verint and Wootric. I have around three years of experience with each and consider myself an advanced user. I look forward to using these critical tools at GfK."
Rachelle's Answer #2
"EFM tools allow a company to increase its efficiency by collecting and evaluating customer data and feedback. A CXM will take that data and provide real-time insight related to every customer interaction. When a company has deep insights, they can better service their clients, earn more revenue, and gain a larger customer base. The software and tools which I am most experienced include Medallia and ForeSee. I was pleased to see that you use these tools at GfK as well."
5.
Great data visualization will present data in a convincing way. How do you improve human perception when presenting data?
The interviewer would like to know that you see the importance of positioning data in a convincing and easy-to-understand manner. As a data-focused business, GfK knows that their customers will only purchase the services that they understand. Discuss with the interviewer how you improve human perception when it comes to presenting sets of data.

Rachel's Answer #1
"I know that people are very visual so the bulk of presenting data convincingly, comes down the use of color, graphs, and animation. I like to work in small multiples so that the numbers and information I am sharing are easy to digest. A successful presentation is all about the visual layout and easy absorption of data."
Rachelle's Answer #2
"I recently read a study on the fact that pie charts are difficult for people to quickly understand and calculate so now I use them sparingly when it comes to presenting data sets and other important information. I lean more towards line charts for tracking changes or showing trends over time. Then, bar charts when I am comparing data from a variety of categories. The use of colors and other visuals is critical, also."
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