Vail Valley Bizwatch: Intercept Insight offers marketing research insights
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Business name: Intercept Insight, LLC.
Date Opened: June 2009.
Owner: Jason Roberts.
What goods or services do you provide? Intercept Insight is a full-service marketing research company. We specialize in conducting research through data collection to provide clients with the best and most reliable information, giving them the tools they need to make effective management, product development and investment decisions. Intercept Insight identifies, measures and explains key metrics that provide numerical support for financial impacts, performance, strengths and weaknesses, and areas for improvement.
We also provide the services and support necessary to identify consumer awareness, attitudes and loyalty. Measuring and understanding these key metrics provides data-based support for investment in new opportunities, investment in existing products or services and customer recovery, which leads to increased profitability.
We have conducted research for special events in the Vail Valley for the past five years. The information we provide ensures the events have the tools needed to continuously improve, market effectively and recruit major sponsorship partners.
What’s new or exciting at your place? Two things: We have decided to take more than five years’ worth of data and create a unique reporting tool to allow much of the data (in aggregate) to be easily accessed by the community. The idea is based on the need for a portal for event producers, boards, committees and businesses to access the data and evaluate performances based on benchmarks, evaluate demographic and geographical trends of visitors and allow for segmentation of the data to meet individual needs for strategic marketing and sponsorship partners.
Second, we are proud to announce that the Vail Valley Foundation selected Intercept Insight to be its research partner for the 2015 FIS Alpine World Ski Championships. We identified who attended the races, where they came from and how impactful their visit was to the local and regional communities.
Generally speaking, the idea is to develop a research format that can be used to help structure and improve events of this caliber. Our team was on the ground speaking with those who were at the races and attending the local apres and concert celebrations. We were honored to work with the Vail Valley Foundation, and were excited to have a major role in this world-class event.
What strategy do you use to differentiate your business from your competition? Intercept Insight works with each client individually to define the objectives of their research. Once the objectives are defined, we work with the client to develop the methodology for execution of the project. Teamwork and communication is our strong suit. We utilize the most current statistical and survey writing software, as well as online and handheld survey tools. This helps us to be efficient with our time and provide the most cost-effective solutions to our clients. Intercept Insight provides services that produce opportunities, measure performance and increase accountability, which sets us apart from other marketing research companies.
What philosophy do you follow in dealing with your customers? Intercept Insight’s philosophy is to follow the Golden Rule — treat others as you would like to be treated. We consistently exceed our client’s expectations by accommodating their needs and then giving a little more. Whether it is our staff’s personal and professional demeanor (particularly during in-person research), our willingness to be flexible and hands-on or the insights we unveil mining through data we’ve collected, Intercept Insight strives to consistently exceed our client’s expectations.
Tell us a little about your background, education and experience: Originally from Iowa, my family and I have been in the valley for more than 15 years. I spent 10 years working for Vail Resorts in accounting, product management and marketing research. Marketing research became my passion, and because I saw the need for high caliber and sophisticated marketing research throughout the Vail Valley, I decided to create Intercept Insight, LLC. I currently hold several Statistical Package for the Social Sciences certifications, and I have recently been awarded two valuable Professional Researcher Certifications through the Marketing Research Association. A large portion of my research experience is within resort communities, specifically with special events, ski and snowboard, golf, hospitality, transportation, community development and retail/rental.
Intercept Insight is a proud member of the Marketing Research Association, the International Festivals and Events Association, the Vail Valley Partnership and the Vail Chamber & Business Association.