by May 9, 2013
Some days as a B2B market researcher, and in my previous lives in
consumer research, I find myself becoming more intimate with SPSS
files and questionnaires than with our customers. Ah, you might
say, such is the life of a quant junkie. Well that may be true, as
I do love working with the data that...read more
by April 1, 2013
What is statistical significance anyway? The core of our survey
data analysis should be directed toward generating consumer
insights that are both meaningful and actionable. In order to
achieve this joint goal we have to keep our eye on significance,
both statistical and managerial.Previously we...read more
by March 28, 2013
If there were one industry that could truly benefit from consumer
insight research, it is the restaurant industry. Granted there are
the giants of the industry, e.g. McDonalds or Chik-fil-A, that have
teams dedicated to dissecting every aspect of the customer
experience, but the biggest gains can...read more
by March 25, 2013
Customer satisfaction measurement can be best described as part
art, part science, and part intuition. Regardless of how you view
it there are several moving parts to this equation. Satisfaction,
as a measure itself, is part of a larger equation centered on
profitability. When designing a...read more
by March 5, 2013
Seldom is there a customer experience that doesn’t have an
underlying emotional dimension. Harnessing this fact is an issue
that Big Data has yet to fully resolve. However, for decades those
in the consumer behavior camp have understood this. The emotional
component to a decision or experience is...read more
by February 22, 2013
According to a recent Business Insider article, “American adults
are invited to take surveys 7 billion times each year, with 24% of
respondents indicating they were asked to take part in more surveys
this year than in previous years.”Customer surveys are an excellent
tool to gauge satisfaction and...read more
by February 20, 2013
Measuring customer loyalty and satisfaction is a primary task for
both consumer and B2B market research professionals. Today’s
question is a matter of time as in a snapshot (one period in time)
or a trend (measurements over a period of time.) Should
satisfaction, awareness or other measures be...read more
by January 29, 2013
In a recent post, I covered segmentation basics and briefly
examined the debate around which variables are best used for the
project. The point to remember is that marketing organizations can
often benefit from multiple segmentations depending upon the end
user (e.g. direct marketing, sales,...read more
by January 10, 2013
Customer satisfaction with a product or service is a function of
expectations. Are they met or better yet are they exceeded? This is
the playing field that marketers have to navigate on a daily basis.
What makes it especially challenging is that we have to often rely
on forces and people outside of...read more
by January 7, 2013
While we highlight the most popular posts from a given month in our
newsletter, one of my favorite activities is to look back and see
what posts were the most popular overall each year. Keeping with
tradition, here's a look back across the 20 most popular posts of
2012! Customer Loyalty Month: 25...read more
