Conducting research among your customers is also a brand-building opportunity. Customers gain further respect for those companies that ask their opinion. Here are direct quotes we received this week in a survey that we conducted on behalf of one of our clients:

• I respect companies that want feedback on their public opinion and how they are currently viewed.
• I have participated in these surveys in the past and feel that company xyz generally cares about customers. Thank you!
• I think it's a great idea to request comments from customers.
• Thanks for your support!
• I like to see a company retrieving information from its customers.
• I generally don't respond to these requests. However, company xyz's commitment to continuing education made me willing to participate. Thank you.
• Thank you for giving the opportunity.

Thus, our client has not only benefitted from the knowledge gained in the survey, the perception of their brand has been elevated among the survey participants.