Major Domain Registration Company - Brand Equity Tracking Study
Centrac randomly conducts more than 300 interviews per month among people who register domain names. This includes people registering names for business use, personal use and as a consulting service to others. The study is conducted among both customers and non-customers. Centrac developed a highly customized sampling plan and dialing methodology to deal with the challenge of not knowing in advance the type of respondent (business, personal, other) associated with each sample record. Internal metrics (e.g. market share) have validated the success of this clever approach, which has also required many of our advanced technological operational capabilities to execute appropriately. Results are used to help guide media selection and communication messages and are also used to guide product development and customer service efforts.