This blog post is a summary of a recent project completed by Research & Marketing Strategies, Inc. (RMS).

Retail researchA local casino recently partnered with Research & Marketing Strategies, Inc. (RMS) to conduct member preferences research. The casino wanted to better understand its members perception of the brand, member benefits, identify casino member reward preferences, and determine interest in competing casinos.

retail customer experience

RMS created and administered several online surveys—each was targeted to the appropriate subset member audience based upon rewards received and residence location. This allowed the client to determine how member preferences vary depending upon rewards received and location. The online surveys explored awareness and perception of the casino’s brand, preference regarding type and frequency of member benefits/rewards received, identification of a member’s favorite casino, factors that impact a respondent’s likelihood to visit a casino, and the frequency of visiting competing casinos.

The client provided separate member contact databases for each survey. Prior to the launch of data collection, the client was able to review a digital version of the survey. This allows the client to preview what the survey would look like on-screen for respondents completing each question. All surveys are programmed to adapt to a mobile, tablet, or desktop environment.

Fieldwork lasted approximately one week for each survey. Following the data collection and analysis period, RMS provided the client with a database of raw survey data through a secure FTP. In this instance, the client intended to complete the data analysis internally to streamline the market research project cost. This is an ongoing engagement, where RMS acts as the client’s “back office” for research needs. With this arrangement, RMS is able to fill a staffing gap by providing the services the client does not have the staff to complete internally, while keeping costs lower than hiring an internal employee. However, if analysis assistance had been desired, a comprehensive report would have been provided, which would include a visual dashboard of the findings, as well as next steps and recommendations that can be used to inform strategic planning.

RMS is a full-service market research firm located in Syracuse, NY. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Vice President of Corporate Development at or by calling 1-866-567-5422.