For Crystal Kendrick, market research means a lot more than making a buck. Her firm,
The Voice of Your Customer, uses a variety of strategies to pinpoint the needs and buying habits of niche markets. By giving a voice to the less-heard consumer groups, Kendrick is making a difference she's proud of.
"It's the voice of the unheard," says Kendrick. "And it's not always racial minorities or poverty groups. We also deal with the wealthiest, most exclusive customer. They're just a population not involved in traditional markets." The Voice of Your Customer finds the needs and desires of specific demographic groups through secret shopping, surveys, and focus groups. The firm also empowers organizations to reach these markets through training seminars and media campaigns.
Government contracts are a vital business base for The Voice of Your Customer. A series of projects for the State of Ohio promoted healthy lifestyles among rural populations in Appalachian counties. VOYC also teamed with a federal consumer protection agency to bust a calling card scam. They hired residents of seven foreign countries to test calling cards, proving they didn't include the number of minutes advertised. The findings from this study were used in court proceedings against the fraudulent card sellers.
Kendrick was born in Cincinnati, but grew up in suburban Philadelphia. She moved back here in 1993 for grad school at NKU. In 2005, Kendrick began secret shopping and handling media work for nonprofits while working days in the corporate world. In 2007, the business reached a tipping point of growth, and Kendrick made a "leap of faith" by making The Voice of Your Customer a full-time endeavor.
The Voice of Your Customer's Walnut Hills office is in a federally-qualified HUB Zone. Kendrick has secured a variety of certifications for VOYC, including Minority Business Enterprise, Women's Business Enterprise, and EDGE (Encouraging Diversity, Growth, and Equity).
"Being a member of an underserved community gives me perspective on how to reach those communities," says Kendrick. VOYC's volunteer involvement includes work with the Cincinnati Herald, The Links, Delta Sigma Theta, and St. Andrew's Episcopal Church.
In a strategic location like Greater Cincinnati, Kendrick sees the circle of her influence expanding. Adding two more employees to her staff of five is a key goal for 2010.
"Cincinnati is so affordable, and with so many companies headquartered here, there are so many opportunities in the business-to-business environment," she says.
Writer: Elena Stevenson
Source: Crystal L. Kendrick, President, The Voice of Your Customer
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