Brent Williams

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Customer Experience

Outdoor Retailers Turning Data Into Differentiators

The modern path to purchase is anything but linear. Today’s consumers jump effortlessly between online, mobile, and in-store experiences—often researching on one channel, comparing prices on another, and purchasing in a third. For outdoor retailers, that means understanding the customer journey requires more than counting transactions. It demands connecting the dots between every touchpoint to

Brent Williams June 16, 2024
Feedback Surveys

Market Research Needs a Strategy

I don’t know exactly how many customer feedback surveys are sent out per year, but I do know it’s a lot. Being a consumer myself, I receive my fair share of feedback surveys. This is because most brands see value in hearing directly from their customers, which is a good thing. Market research can provide

Brent Williams May 24, 2024
Brand Development

Strategic Foresight: Revisiting 5 Emerging Trends

I love reading articles and listening to discussions where experts and thought leaders explore “The Future Of…” scenarios of key aspects within day-to-day life. Whether it is the future of work, the future of education, or the future of life in general, I find it energizing to think about how the world of today is

Brent Williams March 1, 2024
Brand Development

The Power of a People-First Approach

Whenever we launch a new customer insights project, we start with asking our clients to share what they’re hoping to accomplish. The initial discussion is centered on business goals and objectives, which is obviously important. But after covering those details, we lean into their big-picture motivations and action drivers. There are significant time and resources

Brent Williams February 2, 2024
Non-Profits using data
Insights Strategy

Nonprofits Using Insights To Attract (And Keep) Donors

In the fast-evolving philanthropic landscape, nonprofits are no longer just asking for support, they’re competing for retention, relevance and long-term relationships. That means it’s not enough to focus only on “how many donors did we get.” Instead, the organizations that thrive are those using data-driven insights, via market research, analytics and donor behavior tracking to

Brent Williams January 7, 2024
Customer Experience

5 Pillars Of Long-Term Success

In the ever-changing landscape of business, success is not solely measured by profits or market dominance. It hinges on the core values and practices that fortify the foundation of any thriving organization. Among these, a few pillars stand tall, guiding businesses toward sustainable growth, fostering meaningful relationships, and nurturing a culture of innovation and resilience.

Brent Williams December 22, 2023
Feedback Surveys

Back to the Basics: The Supporting Role of Customer Insights

Your organization undoubtedly has a ton of experience, knowledge, and wisdom within its ranks. From business owners to front-line staff, nobody knows your brand and customers better than your team. So, I understand it when things like customer feedback and data-driven insights get put on the back burner. The reality is, you can make decisions,

Brent Williams December 8, 2023
Brand Development

Back to the Basics: Top 6 Feedback Survey Projects

When making strategic brand decisions, feedback survey research is an invaluable asset. It provides insights and perspectives from the outside looking in, which is something we can’t get anywhere else. It guides us to deliver truly meaningful products, services, and experiences because customers are directly telling us what they want, need, and expect. It also

Brent Williams November 17, 2023
Brand Development

Back to the Basics: Humanizing Your Customer Insights

At our core, MacKenzie is a strategic customer insights firm empowering brands to gain data-driven knowledge, clarity, and wisdom. With that, we live and thrive in the world of numbers and statistics. However, our overarching mission is to support brands in developing best-in-class products, services, and experiences that deliver truly meaningful benefits, value, and joy.

Brent Williams November 3, 2023
Insights Strategy

Back to the Basics: Research Goals for Research Success

One of the key aspects of successful feedback research is having clearly defined goals and objectives. This may seem obvious, but it’s a commonly overlooked aspect of project planning. Not that brands skip it as a project planning phase altogether, rather it’s breezed through without getting as granular as needed. So, in getting back to

Brent Williams October 20, 2023

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