Sometimes a creative twist on standard marketing research
methods can improve their effectiveeness. This was certainly true
for Jason Belkin, owner of Hampton Coffee Company, with two
coffeehouse locations in New York and a mobile espresso van. At one
time, Belkin used a mystery shopper service (which hires
individuals to pose as real customers to evaluate a company’s true
service performance) to assess customer experiences, but he decided
to turn to comment cards for the information he wanted. He now
offers a free cup of coffee to customers who fill out a card. The
comment card asks a number of questions, which you can see at
Do you see any problem with offering a free cup of coffee as an
incentive for filling out a comment card? Would you suggest any
other options for encouraging customers to provide their
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