Branding and Advertising Research

Venture Market Research has been integrally involved in the branding process of Coast Capital Savings (formerly Pacific Coast Savings, Richmond Savings, and Surrey Metro Savings) - planning, implementing and reporting on focus groups with employees and clients of the three credit unions, in addition to in-person interviews with senior management. Coast Capital Savings is the second largest credit union in Canada, with assets of over $6 billion.

As well, our research has been used by public utilities, universities, and government agencies (graduated licensing system) to assist in providing information about the types of messages that are important to convey to the public. Venture's work is also used in evaluating the success of advertising efforts in establishing top-of-mind and share-of-mind awareness.

Financial Institutions and Wealth Service Providers

Over the past 19 years, Venture has conducted numerous tracking studies, customer surveys, and product and service evaluations for credit unions in BC. These surveys are undertaken in two settings. The first includes ongoing tracking studies about the attitude and awareness of the general public towards financial institutions and financial products, and measuring the effectiveness of advertising.

The second type of research concentrates on customer satisfaction with the quality of the service and products provided by the institution. This research allows the institution to identify and respond to changing customer needs. Venture's work in this area has been used by financial institutions in selecting locations for new branches, assessing customer attitudes about possible mergers, adding new products (e.g., new credit cards), altering hours of operation, as well as changing or fine-tuning services offered to members. In addition, Venture provides mystery shopping services to credit unions, to allow them to evaluate such details as the appearance of a branch, and the customer service provided to members.

Retail Sector

Venture regularly undertakes large scale tracking surveys for the retail grocery store sector on Vancouver Island, the Mainland and smaller BC communities. These surveys measure customer attitudes and perceptions regarding advertising effectiveness, products, prices, and services offered at various stores. Venture's work in this area has been used as the basis for altering the media mix and has resulted in significant savings, while not reducing advertising awareness. Venture also conducts employee surveys for a major grocery store chain, to measure employee satisfaction with all aspects of their work environment. In addition, Venture provides mystery shopping services to evaluate store displays, staff service, and other aspects of store performance.

Location Analysis

Venture has developed particular expertise in location analysis and regularly undertakes research to assist businesses with location studies. These studies have assisted companies in their decision as to whether a particular area or location offers an opportunity for their businesses. Our studies have included a scan of the demographics in conjunction with a comprehensive survey of the potential market. From a review of the survey information, Venture can provide a forecast of the expected customer base. Over the past three years, Venture has undertaken more than a dozen location studies.

Public Utilities

Since 1993, Venture has conducted ongoing reviews of home energy use, home energy conservation measures, and consumer knowledge about special offers and incentives made to individuals who convert to natural gas. These studies also track the success of print and other forms of consumer information being recalled by households. Venture has also conducted regular tracking surveys of customer attitudes about the quality of natural gas installations and the quality of work provided by dealers, and overall satisfaction with services provided.

Local Government and Community Organizations

Venture has undertaken a number of surveys for local governments. In addition to undertaking research on behalf of the Local Government Manager's Association, Venture has completed research on land use and zoning, land taxation and municipal infrastructure expenditures.

Four years ago, when a dispute occurred between five neighbouring municipalities about the location of a new casino and possible sharing of casino revenue, Venture was retained to do the research necessary to bring the local governments together. Beyond local government, Venture has assisted a number of community-based organizations - Art Gallery of Greater Victoria, United Way, Canadian Cancer Society, and other organizations - in developing marketing and fund-raising strategies.

University and Other Post-Secondary Institution Research

Venture has completed four surveys of MBA graduates for Royal Roads University, as well as testing the demand on a national basis for a PhD program. In addition, Venture has undertaken six other studies in the past four years, including testing the demand for graduate programs in educational technology and Geomatics. These projects required extensive sample design.

Venture recently completed research for The University President's Council in conducting the five-year follow-up survey of 1998 university graduates from all public BC universities - this is a survey that tracks over 10,000 students, requiring interviews throughout North America.

As well, Venture has completed four years of research as part of a ten-year follow-up study for BC STATS to complete more than 52,000, 20-minute interviews, with recent graduates of all public BC Colleges and Institutes.

Since 1993, Venture has been involved in over 50 studies involving post-secondary institutions around the province.