by May 22, 2013
In the voice of the customer world it is our role as market
researchers to listen and follow through on what the customers are
saying. Quite often this puts us in the position of ‘middle men’
between the customers and internal groups (e.g. sales, marketing,
finance, customer service, etc.)...read more
by December 6, 2012
How much do you know about your customers? I mean do you really
know them? At the heart of consumer market research lays a wealth
of attitude data that is seldom tapped into. Leading marketers have
taken the time to delve into this pool because they realize that
attitudes precede behavior. How we...read more
by October 18, 2012
The joy of the Internet, amongst many, is that it has made the job
of being a market researcher just a bit easier. It has also
complicated many aspects of our daily lives - but that is a tale
for another day. Here’s an example: I have been tasked with
creating a survey to measure attitudes of...read more
by July 26, 2012
Two heads are better than one, but is this the case in survey
research? When it comes to questionnaire design the trend has
definitely been towards shorter is better. Lean questionnaires are
the new chic. This trend certainly argues against the use of
multiple measures of a construct which would...read more
by July 10, 2012
To surprise and delight should be the goal of all marketers. As a
philosophy it is bound to increase customer satisfaction and
ultimately lead to increased customer retention and quite
potentially enhanced profitability. I had such an experience at the
grocery store recently. After agonizing over...read more
by June 27, 2012
Customer experience is a new(er) practice within the enterprise.
There's no degree. There's no How-To manual. But there are events
like the Forrester Customer Experience Forum in New York this week
designed around sharing new ideas and practices for effective
customer experience management. So far,...read more
by June 15, 2012
Understanding switching behavior is at the heart of customer
loyalty research. There isn’t a marketer out there that doesn’t
have this work on their market intelligence radar. Customer
retention has taken on a more critical focus in the current soft
economy.Improving service levels has been one...read more
by June 13, 2012
A recent study Chadwick Martin Bailey on branch banking raises some
interesting thoughts on how to maximize bank customer satisfaction.
As those of us who have had more than a few years under our market
research belts can attest customers will say they value one thing
yet their behavior indicates...read more
by June 3, 2012
There isn’t a marketer out there that hasn’t at some point wondered
if their consumer and prospect bases are identical or if there are
differences which can be leveraged. This may be a stretch, but
market segmentation has been around a long time and is a staple for
researchers in consumer and B2B...read more
by March 28, 2012
At one point, not too long ago, marketing research involved the
collection of quantitative survey data and in-depth opinions
through qualitative focus groups and interviews. Oh, how that has
changed! The second stream in this river of consumer insight came
when data mining became economically...read more
