4 Important Funeral Home Market Research Questions


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In a recent blog post, we explained how funeral home market research data can help you gain a better understanding of your community. Instead of basing your funeral home business decisions on anecdotal evidence, you can use the data to monitor demographic trends that may affect your firm in the future.

Beyond observing the demographics of your local market, it’s also important to understand the attitudes and perceptions of the members of your community. Homesteaders conducts comprehensive local market research for funeral home customers that provides information about many topics related to funeral service. We’ve identified four questions that are particularly useful for gathering insights about communities. By reviewing consumers’ responses to these questions, we can help funeral home owners identify the next steps required to grow market share.

1. WHAT FUNERAL HOMES IN THE AREA CAN YOU NAME?

Unaided name awareness is an excellent indicator of how well your funeral home is known in the community, especially when compared to the other firms serving your area. You can’t earn business if you don’t have strong brand recognition among the members of your community.

2. WHAT FUNERAL HOME WOULD YOU PREFER TO USE?

The first question addresses awareness of your funeral home brand, while this question addresses preference. Simply put, awareness is attained by telling people what you do, and preference is earned by showing customers how you deliver on your promises and provide exceptional service that meets their needs.

The combination of the first two questions provides a strong indication of your brand performance. Ideally, your firm would have both the highest awareness and preference. If that isn’t the case, the next best situation is to have the smallest possible gap between awareness and performance measures. Minimizing the gap between these measures ensures that more families who are aware of your firm are likely to choose you over your competitors.

3. WHAT WORD OR PHRASE WOULD YOU USE TO DESCRIBE (FUNERAL HOME NAME)?

This question asks respondents to provide a word or phrase that they associate with your funeral home. It should be asked in conjunction with a fourth question:

4. IS THE WORD OR PHRASE YOU USED TO DESCRIBE (FUNERAL HOME NAME) POSITIVE, NEGATIVE OR NEUTRAL?

This follow-up question asks respondents to qualify how they perceive the word they used to describe your funeral home. The question is necessary because traits that you might assume to be positive may, in fact, have a negative connotation for some of your potential client families. For example, being the most “upscale” funeral home in your area may be a positive trait for some respondents, but others may feel it makes your firm unapproachable.

As another example, consider the word “established.” For some, the word may suggest stability and capability. For others, however, this word may connote inflexibility and limited service options.

Gathering data on your local market can seem daunting, but it certainly doesn’t have to be. When you see for yourself the wealth of information research can provide, you’ll understand why the results are well worth the effort. To learn more about Homesteaders’ market research services, contact your account executive.

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