Case Study Measuring Customer Preferences to Increase Satisfaction Phase One Background A University parking provider approached TrendSource to develop a solution to measure customer perceptions. The goal was to develop a research program that would allow them to gain a deep understanding of their customers and make informed future decisions that would positively impact their customer satisfaction. Phase Two Methodology Transient parkers are a distinct sub-population of parkers where not a lot is known about them. The focus of this research plan was to figure out who they were, where they were headed to on campus, and how frequently they parked. Within the target population, two sub-segments were identified: 1. Medical campus 2. Academic campus TrendSource co

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