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By: Robert Janis Consumer
Research Solutions Makes Internet A Viable
Business Tool
 There's no denying it. The internet and the
world wide web is good for business. More and
more companies, no matter what trade they are
in, are becoming more and more internet savvy.
For those employers or consumers who just don't
get it, don't fret. There are companies out
there who will guide you through the maze. One
such company that specializes in helping the
powersports industry negotiate the technology of
the internet is Consumer Research Solutions of
Westminster, Massachusetts.
"Founded in January, 2004, the company offers
software that assists in making websites and
have products that are web based that allow them
to flash out their own data for others to use on
their websites," said Steven Caisse, president
of Consumer Research Solutions. In addition, the
company administers Wantfacts.com (http://www.Wantfacts.com),
a website that allows people to research just
about any aspect of the powersports industry.
Products
First, let's explore the products the company
offers. The company's product inventory includes
FactFinder, Data Products, Dealer Websites, and
Consumer Tools.
"FactFinder is a professional research tool
that offers customized reports for people in the
Powersports industry," explained Andrea Desilets,
vice president of sales for Consumer Research
Solutions. "The people who would get the most
out of the product are folks involved in
research and development and marketing with
aftermarket companies that produce products as
well as manufacturers of original equipment
products," Desilets continued.
"We collect data on product lines of
manufacturers in the powersports business and we
cover 150 to 200 data points for each product
line, then we normalize the data. That is, we
bring it all in and then break everything apart
to develop a database on all sorts of products
from strokes and ABS brakes to suspension. Then
FactFinder helps folks create their own search
engine to find out whatever they need to know
about each product category and create their own
reports depending on what their needs are," said
Desilets.
"It's a customized query and report tool,"
added Caisse. "It's just for the use of data
research. It is a subscription based product.
The user logs on, keys in a password, and then
he or she can look at all data on our database.
Major manufacturers like Honda Research and
Design and Arctic Cat use FactFinder. It gives
them the opportunity to research their
competition to see how their models stack up.
"It's designed for manufacturers' marketing
people who want to know about products that are
available from manufacturers, and could even
help aftermarket manufacturers determine what
there is a need for," continued Caisse.
Data Products offers all the data Consumer
Research Solutions gathers in a raw data feed
format. "For example, a company with a website
can get a raw data feed from our database which
we update twice a month," explained Desilets.
"The company has its own website with a user
interface and Consumer Research Solutions
provides the content which is licensed on an
annual basis."
Consumer Tools are consumer-based products
that integrates data compiled by Consumer
Research Solutions into a company's already
existing website. It can, for example, offer a
comparison section on a company's website that
allows consumers who visit the site to see how
that company's products stack up against
products within the Consumer Research Solution's
database. The information runs on the company's
website, yet it is being picked up off of the
Consumer Research Solutions database. "The
information is hosted by Consumer Research
Solutions, designed by Consumer Research
Solutions, but it is integrated into the look
and feel of another company's website,"
explained Desilets.
There are screenshots on the Consumer
Research Solutions website that exhibits things
that Consumer Research Solutions has done.
Creates Dealer Websites
Consumer Research Solutions also creates dealer
websites. "We have a product called On-Track,"
explained Desilets. "We have partnered up with a
company out of New Hampshire, GetPowersports.com,
that specializes in dealer inventory tools and
we’ve combined both companies’ expertise to
build and support powersports dealer websites."
You can visit http://www.abouton-track.com for
sample sites.
Consumer Research Solutions works very
closely with clients in creating a website.
"Whether it is a dealer or OEM, we talk to them
to see exactly what they want," continued
Desilets. "As far as the dealer goes, we have
shells or templates that we work around. We
offer certain features, and we have a couple of
U.I.s that we generally go to. We can also
customize a dealer's website for an additional
charge."
"On-Track is a self-maintained tool," added
Caisse. "The dealer himself has a great deal of
control over what is actually in the site using
On-Track. They can change, update, manipulate
the site themselves. It has a back-end piece
that allows the dealer to run it on his own.
Once we build a site and give it to them, it's
all in the dealer's hands from that point on."
According to Desilets, it can take from three
to six weeks to set up a dealer's website. For
other websites it may take longer. For example,
Consumer Research Solutions created the
comparison section of the Kymco USA website and
it was a whole lot more sophisticated than a
common dealer's website. "It all depends on
exactly what we have to create," said Desilets.
"I usually give a target of four to eight weeks
depending on how involved the website is."
Consumer Research Solutions understands that
not every client they will work with is totally
well versed with the internet. They work with
their customers accordingly. If, for example,
the client is not certain what they want,
Consumer Research Solutions will start off
creating things on their own. "We'd sketch
things out and actually put a demo together,"
said Desilets. "We will take a look at what they
have already included in their website and
create things on our own and have a review
process with the client who can then request
changes."
Caisse noted that Consumer Research Solutions
will actually demonstrate what they have created
on their own servers. "It is like
storyboarding," he said. "We walk them through
the process and give them an idea how what we
have created can integrate into their site. So
they can see what we've done on their own
computer and at the same time a representative
from Consumer Research Solutions can be talking
to them on the phone guiding them through it."
Dealers can change text and photos as frequently
as they want through the On-Track program.
After setting up a website, Consumer Research
Solutions will follow up with the client to see
how things are going. "We have quite a bit of
close contact after we launch a site," said
Desilets. "We actually set up a schedule to
contact the client every couple of months or so
with a drop in if they are local or by phone to
check and be sure everything is running
smoothly." Consumer Research Solutions has
technicians in New England to do the "drop ins."
Costs can range from $219 a month for
On-Track and a few thousand dollars for a
subscription to FactFinder. "Costs can go all
the way up to $80,000 to $90,000," said Desilets.
"It all depends on exactly what they want, where
they will re-publish, how the data and tools are
going to be used, and what hosting costs are
involved."
The company will bundle the software into
special deals. "That has definitely happened,"
said Caisse. "Some of our clients want the data
and the technology and, depending on how much
they want, we will definitely create pricing
based on that."
Wantfacts.com
Then there is Wantfacts.com. This website was
started to showcase what Consumer Research
Solutions can do.
The site includes several sections. There is
a "Research New" section that allows visitors to
research new motorcycles, ATVs, personal
watercraft, and other powersports products that
are available in the market for purchase.
Another section called "Research Old" provides
data about used motorcycles, ATVs, personal
watercrafts and other powersports products that
are available for purchase. "We have a
partnership with NADA Appraisal Guide. We supply
NADA with new model pricing and model
information on new model years and, in return,
they share with us their used values information
which we supply on the wantfacts.com site in the
"Research Old" section," said Desilets.
Wantfacts.com also offers links to all of the
OEMs, safety organizations and training
organizations' websites.
A section called "Model Showcase" showcases
the newer, hotter products in each of the model
lines and provides additional information that
goes beyond even what Consumer Research
Solutions' data would offer.
A section called "Industry News" offers show
schedules and soon will be giving recall
information.
"Finally, the site includes forums which
allows enthusiasts to "talk" to one another. The
forums are free and an employee of Consumer
Research Solutions monitors the forums whenever
a new user "pops up," said Caisse.
All the information on wantfacts.com is
researched by Consumer Research Solutions. "We
research far and wide," said Caisse. "We use web
based material, we look at press kits, we go
through owners manuals, we study photos, and we
visit and touch nearly every vehicle in our
database."
Some time in the near future the data on
Wantfacts.com will also be available in Spanish
and Canadian data will be added. "Down the road
we would like to add other product categories
like RVs and boats," said Caisse.
Since the site is on the worldwide web, the
European market is free to look at it. Caisse
pointed out that he has received calls from as
far away as Russia from people who have seen the
site. However, he does not plan to expand the
site to cover European products. "For now we
will specialize in just U.S. and Canadian
products," he said.
As far as product is concerned, Desilets
noted that the company recently released VIN
Fact, a VIN decoder product for motorcycles
covering 2004 and beyond. Just released this
fall, the product allows one to key in a VIN
number and get information about a particular
cycle such as a range of specs and features
pertaining to that particular item.
The company plans to add Canadian data to the
products they offer early in 2007.
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