Now We Have the Full Scope: Client-Centric Research Insights

"Now We Have the Full Scope"

By Juan Jose (JJ) Ayala, Executive Director, Team Percepto

Sales teams know the challenge. A client looks at ratings and says, “radio doesn’t work for us.” Or worse, their business isn’t even listed in the standard reports. Conversation over. But ratings are just a snapshot. They don’t capture how customers think, what frustrates them, or what finally makes them act. That is where client-focused research comes in.

Scarborough and syndicated data are useful. They give the broad strokes. But smaller local businesses often fall outside those lists. That is where the gap is. Team Percepto fills it, not by replacing Scarborough, but by complementing it. We uncover the pain points and motivators that change the sales conversation.

Take automotive research. When asked about frustrations with dealerships, customers said things like, “The most frustrating part is taking so long to tell you if you are approved or not.” Others shared, “They swarm you. Pushy and try to force you.” And one summed it up clearly, “Hidden fees… surprise costs after the initial deal.” These emotions of stress and distrust are barriers advertisers need to overcome.

A Person Taking a Survey

Now look at hardware and home improvement. Some shoppers expressed real enthusiasm for their local stores. One said, “Nothing. It is a good store with good prices.” Another added, “They have great options.” And a third stated, “Nothing would stop me, I already shop local.” These comments show that local loyalty and value can be just as powerful as the frustrations.

Side by side, the negative and the positive give sales teams something rare. A clear picture of both the obstacles to solve and the strengths to amplify. That is what sparks strategy. That is what makes a client lean forward. And that is why one salesperson, after reviewing insights tailored to their advertiser, said: “Now we have the full scope.”

This is the turning point. Sales teams armed with customer truth stop arguing over numbers and start showing solutions. Marketing departments already do great work building campaigns. But they need sparks, insights that reveal which frustrations to address and which strengths to amplify. That is the missing piece.

A Happy Sales Person

And here is the part many clients ask about: the cost. Research is an investment, yes. But compared to the return from closing a single big deal or securing a renewal that lasts years, it is a small one. That is why we say it pays for itself, the upside quickly outweighs the entry point.

The value also goes beyond radio. Understanding customer truth can shape social ads, digital targeting, email campaigns, even in-store promotions. Research makes every channel work harder because it aligns the message across all of them. When radio, social, and digital tell the same story, the market impact multiplies.

And Team Percepto does not just hand over data and disappear. We craft the story with you. We turn raw findings into clear recommendations that sales teams can use right away. Campaigns tied to trust, promotions, and ROI. You get the full scope, insights plus strategy, ready to open doors and close deals.

Sales professionals know that success comes from thinking differently. Ratings alone will not win the argument. But showing a client what their own customers feel, and how to answer it, will. With the right insights and the right story, you move from pushback to partnership. Because when you can look a client in the eye and say, “Now we have the full scope,” you are not just selling airtime. You are delivering the clarity they need to grow.

Now We Have the Full Scope: Client-Centric Research Insights

By Juan Jose (JJ) Ayala, Executive Director

Team Percepto, A Consumer and Business Research Insights Company, August 2025