For every reason to like a job, there may be an equal and opposite reason not to like it. In fact, there may be more than one reason. This statement may be playing fast and loose with Newton’s law of motion, but current research indicates that more people than ever before are dissatisfied with their jobs.

Repeat business from loyal customers plays a vital role in the success of most businesses. Customers are much more likely to return to your business if they are satisfied customers. Some businesses rely on common sense when deciding what will lead to customer satisfaction. . For example, it seems obvious that customers will want friendly, efficient, service. It seems logical that customers will want quality products and services at a good price. Right? Throw common sense out the window.

RESEARCH - People hear this word and their first response is a big YAWN. Add the word scientific in front of it and many enter a deep sleep.

PROFITS - Say this word and you have people’s attention.

Let me tell you what is exciting about research: RESEARCH = PROFITS

Wouldn’t it be great if a magical crystal ball really existed that would reveal to you the secrets of what your customers want as well as the secret to keeping them returning to your business to increase profitability? It does exist. Only there is nothing magical about it – it is scientific.

Dr. Cynthia Shinabarger Reed, an Organizational Psychologist with the National Business Research Institute (NBRI) recently presented a paper at Oxford University for a session of the Oxford Round Table. The paper "A Survey of Perceptions of, Attitudes Toward, and Trust in United States Government" covered the results of a study conducted by NBRI.