In 2009 Green Light Research won the UK qualitative research industry’s prestigious Prosper Riley-Smith Qualitative Effectiveness award. This case study provides an overview of their winning project. Centre Parcs were looking for in-depth research to ‘inform and direct the development of a Service Excellence Programme.’ Green Light worked with staff at all levels to define what service meant before engaging with customer audiences. They then worked very carefully with customers to define what good service meant to them.The results have been very positive – customer complaints have gone down and, as importantly, staff morale has increased. This case study was first published by In Brief, the magazine of the Association of Qualitative Research.
Who we were working with at Center Parcs and how we approached the relationship ultimately contributed as much to the success of this project as the research design itself. Our main contact worked in marketing, but was delivering to a number of internal clients in human resources, other head office departments, and the site managers; a variety of roles, priorities, needs, and expectations, not to mention research literacy. We knew that if they weren’t on board from the outset, it would be very difficult to encourage adoption of our recommendations later on. We arranged to meet.