To evaluate and respond to changing customer needs, the Postal Service conducted several market research studies.
The Universal Service Obligation: This study assessed the experiences and perceptions of small businesses and consumers to the various attributes of the Universal Service Obligation. Overall, small businesses and consumers consider these attributes crucial in the service offered by the Postal Service because they ensure that the fundamental and basic elements of service are provided. This is especially so for nationwide delivery to every address and the uniform rate for First-Class Mail service. Attributes such as the expansive retail access and six-day delivery, though important and valuable, were considered less essential.
Retail Products: This study was executed to assess the reaction of consumers and small businesses to offering more consumer and office products at retail sites and online. The study showed that consumers would be interested in and would purchase many new consumer and retail products, given the convenience of buying at Post Offices or online at usps.com.
Priority Mail Advertising: To support the development of the highly successful Priority Mail advertising this year, research was executed with small businesses. The final research showed that a convenience story would be highly effective and that this claim could best be demonstrated by promoting the convenience and advantages of Flat Rate Boxes.
2008 Household Diary Study: Published in March, this multi-year research study measured the mail sent and received by a representative sample of more than 5,200 U.S. households in 2008, tracked household mail trends, and compared mail use among different household types. The report examined trends in the context of changes and developments in the wider markets for communications. One significant trend was the affect of the Internet on consumer use of mail for basic transactions and personal correspondence. The study is available online at www.usps.com/householddiary.
The Redesign of usps.com and the Introduction of Mobile Access: These studies assessed consumer and small business reactions to the basic elements of the major design of usps.com. Overall, the redesign effort and mobile access features would improve the Web site ease of use, quality of information provided to customers, and customer perception of the Postal Service.
