QuestionPro CX

ENERGIZER: More feedback, commitment and customer loyalty with QuestionPro's market research and insights community

Energizer Online Community
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About energizers

Energizer is a global leader in the dynamic industry of providing energy solutions with a full portfolio of products including Energizer® brand battery products such as Energizer® EcoAdvanced™; Energizer MAX®; Energizer® Ultimate Lithium™; Energizer Recharge® batteries as well as charging systems and torches. Energizer batteries have been around since 1896, employing more than 4000 people and generating more than $1,7 billion in annual sales. In this case study, you will read how Energizer was able to increase feedback and customer engagement by using QuestionPro's market research and customer insight community.

Case Study: The initial situation

Energizer operates in a market with many competitors where brand loyalty is relatively low, as batteries tend to be convenience products with little difference in performance for consumers. In addition, it has been difficult for the company to collect feedback from customers on usage and satisfaction, and to gather feedback from prospects on product needs and desires. Another challenge for Energizer was the lack of a panel to generate long-term data, ideas and feedback on the product portfolio. They then decided to create a market research community for customer insights that would help the company collect and analyse feedback.

Energizer opted for the QuestionPro market research community platform

For Energizer's managers, the QuestionPro Market Research and Customer Insight Community was the tool of choice because it is quick and easy to set up and manage, and also has innovative tools to achieve the community's goals. These were as follows:

  • Easy recruitment of community members
  • Integrated suggestion system (Idea Board)
  • Gamification, incentives and engagement tools
  • Dialogue-oriented forum
  • Launching online surveys
  • Easy integration of customer inventory data
  • Conducting brand and hotspot testing
  • Obtaining qualitative and quantitative feedback
  • Use of an app for quick access

10.000 members worldwide, longitudinal studies, brand and usage tests

The online community has over 10.000 members from all regions and demographics and continues to grow. With over 100 projects completed per year, the community has accumulated a wealth of insights. The introduction of the platform has enabled Energizer to conduct studies in a short time and at high frequency and to create longitudinal studies by using gamified rewards (gamification), brand testing and post-use testing, and collecting actionable qualitative and quantitative insights.

These are the benefits for Energizer when using the market research community

The decision by those responsible to use the QuestionPro market research and customer insight community brought the company not only 200% more feedback but also an increase in member engagement by 55% in a very short time thanks to the outstanding engagement tools. Furthermore, usability tests could be carried out online using the multimedia question types integrated into QuestionPro. Surveys can be uploaded to the community quickly, easily and depending on the members' location, with members receiving push alerts via the app, which on the one hand significantly increases feedback and on the other hand provides valuable regional analysis data. In addition, customer loyalty increased and thus the number of repeat purchases measured.

“The pace of support and insights we receive from the QuestionPro Research team is remarkable. “I see it as a very natural extension of our internal research team – especially with a can-do attitude that sets them apart from all other providers,” said Prabhakar Sundaram, Global Consumer Insights at Energizer Holdings.

1:1 live online presentation:

Market Research & Customer Insight Community by QuestionPro

As part of a 1:1 live online presentation, we will show you how you can create real competitive advantages that set you apart from the competition in the Energizer style, even in crowded markets! Make a personal appointment now!


Do you have any questions about this case study or topic of market research and customer insight community? Simply contact us via contact form. We look forward to speaking with you!


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