Preparing to run an MRI Benchmark assessment is vital to success. To gain the highest response rate, we recommend the following.


1. Defining the customer. In preparation for the campaign, you must clearly define “who” the customer is eg. consumer, buyer, distributor. Different industries use different names for their customers, e.g. client; guest; patient; member; partner; consumer. Use the name your organization commonly uses for the customer so that is clear to all respondents the focus of the survey’s questions.


2. Communicate with all respondents before the launch of the MRI benchmark assessment. 

Discuss the purpose and reason why you are asking them to complete it. This can be done through email, video, conference call or in person. Best Practice is to communicate and deploy the assessment in a single meeting, see below.


3. Run a Test before launching. This will allow you to understand the process, ensure you receive the invitation and download a report. All that is required is for 2 or 3 respondents to be involved. You will learn from this and deliver a great campaign.


BEST PRACTICE DEPLOYMENT - a 60-minute Implementation:


Schedule an all-employee meeting (include as many people as you want to complete the assessment). At the beginning of the meeting explain the purpose of the MRI Assessment, then deploy the assessment in real time to all participants. This will allow you to ensure all participants receive the assessment and maximize your response rates.


Incentivize respondents to complete by a specific time - overall incentive (e.g. Dinner for 2) or individual incentive (e.g. a voucher for coffee). 


Allow 20-25 minutes for participants to complete the MRI.


The following additional Technical Setup is sometimes necessary to ensure emails are delivered from the application:

4. Whitelist the email address mri@marketculture.com with your IT department. This will ensure that all participants receive the invitation. A company's firewall, including spam/junk mail, can inhibit respondents from receiving the invitation. Sometimes it may be necessary to allow the following IP address to deliver emails: 168.245.16.200.


5. Customize the email invitation to ensure it is coherent with the language and framing used in your organization.


6. Respondents. Create a list of respondents to be involved in the MRI Benchmark assessment. Please download the required CSV below from the application under respondent management. The headings are vital to upload successfully. Required are Name, Last Name and Email address.