On my Panda Express receipt is the invitation to complete a guest survey about my dining experience. Sure, why not. After all, a free entree comes with my next visit after I complete this brief online survey. The survey asks a number of basic questions and is the company's way of conducting marketing research, namely becoming better acquainted with their target market. This field research enables Panda Express to evaluate customer satisfaction along with a multitude of other possibilities. This is a much faster and less time-intensive process compared to creating focus groups, although the information and feedback that they gather is more limited in an online survey. They do, however, provide an opportunity for a fill-in response.The survey asks if the purchase was made for dine-in or take-out, overall satisfaction with the Panda experience, whether or not the customer was greeted (offered a sample and drink as well); they also gather gender, age, and times frequenting the franchise.
While I don't know the full extent to which Panda utilizes these responses, I do know that they have a number of potential applications. And for another thing, the "buy two entrees and get a third one free" keeps customers coming back (or at least provides a little incentive for repeat business). It really is a smooth, easy process to provide feedback (just enter survey code from receipt to the online site; a validation code is given at end of survey and is all the cashier needs to see). The internet has truly opened up vast new avenues for all kinds of research to be conducted.
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