Marketing Research

Marketing Research

To gather the data to find out how an In-n-Out expansion into BC’s Lower Mainland would be received proper use of focus groups and both email and person-to-person surveys would be effective methods to reach such a large population.

Obviously the problem with surveys is getting the consumer to fill out the survey at all. To entice the consumer we would offer coupons for a free burger at any In-n-Out restaurant after filling out the survey. This would double as a motive for them to try In-n-Out’s fabulous burger.

The surveys questions would ask British Columbian’s in the Lower Mainland not just what they like in a hamburger, but also what they look for in the food quality they eat (See appendix). Also, I would use the Burger Consumer Trend Report as a secondary data source to gather information on the Canadian burger consumer.

A powerful person-to-person marketing research program could be made to gather data while educating and informing the consumer on In-n-Out. Through the use of free sample stations in malls and other crowded urban area’s we could effectively gather data and promote the product.

Focus groups are another method of research that is would give the company valuable consumer data. By using 10 person focus groups consisting of both casual burger eaters and die hard burger lovers, In-n-Out could gain valuable feedback and information on how the burger may be received and also information on what it might need to make the company thrive in the Lower Mainland.