Brent Williams

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Brand Development

By the Numbers: Millennials, Gen Z, and Corporate Social Responsibility (Updated)

Back in 2017, we wrote a “by the numbers” article sharing stats about what Millennials want from their employers. A top motivator was finding a socially responsible organization, and studies revealed specifics around what that meant. The world has drastically changed since then, but a desire for social responsibility has remained a priority for employees.

Brent Williams October 23, 2025
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Brand Development

How to Use Market Research for Brand Growth in 2026

When planning for 2026 (and beyond), understanding how to use market research for brand growth is crucial. Not only will this provide data-driven insights to guide decision making, it’s a way to stay connected with your audiences throughout the year. Allowing them to be active participants in your strategic development will strengthen relationships and ensure

Brent Williams December 20, 2024
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Brand Development

The Best Survey Topics to Guide Your Strategic Decisions

Making strategic business decisions without customer insight is like trying to navigate in the fog. Market research clears the view by showing you what customers want, need, and expect. It builds a foundation for meaningful products, services, and experiences because it comes directly from your audience. When you focus on survey topics that guide strategic

Brent Williams December 6, 2024
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Brand Development

4 Essential Brand Development Projects for Data-Driven Success

A strong brand isn’t built on instinct alone. It grows through intentional choices, clear direction, and a deep understanding of the customers you serve. As expectations shift and competition increases, teams need more than data. They need clarity, confidence, and a strategy that connects insights to real-world actions. Getting there is about investing in the

Brent Williams November 22, 2024
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Insights Strategy

Unlocking Your Insights Vault: How to Maximize the Impact of Existing Data

Brands often hold more customer insights than they realize. Feedback lives in dashboards, old survey reports, CRM notes, email analytics, social listening tools, chat transcripts, and more. The challenge isn’t a lack of data. It’s knowing how to unlock the customer insights vault and access the value hidden inside it. This is all about the

Brent Williams October 18, 2024
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Feedback Surveys

Understanding Customer Expectations: How to Align Insights with Strategy

If your brand wants to stay relevant and competitive, the first step is understanding customer expectations. And the best source of understanding is hearing directly from them. Real insight comes from research, not assumptions. When you collect customer feedback, you move from reaction to foresight which aligns your strategy with what your audience truly wants.

Brent Williams October 4, 2024
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Customer Experience

Solving the Customer Segmentation Dilemma

Customer segmentation is one of the most powerful moves a data-driven brand can make. By grouping a broad audience into meaningful sub-groups based on shared traits, behaviors and needs, you build personas, tailor experiences and sharpen your marketing and CX efforts. But at the same time, every person behind those segments is unique. Two customers

Brent Williams September 6, 2024
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Feedback Surveys

The 5 Phases Of An Effective Market Research Process

Market research is often seen as a way to answer questions, which it is. But to get there, we need to ask the right people the right questions at the right time. The difference between information overload and actionable insight often comes down to having a clear, structured market research process. At MacKenzie, we’ve spent

Brent Williams September 3, 2024
Feedback Surveys

Actionable Insights Start With A Customer Feedback Strategy

Data-driven decisions make businesses stronger and perform better. Collecting customer feedback is part of those efforts, which seems like a fairly simple process. Online tools make it easy to build a survey, send a link, and start gathering responses. Anyone can do it, and most organizations are doing it. But too often, developing a customer

Brent Williams August 27, 2024
Brand Development

Customer Insights for Brand Building

In today’s highly competitive market, building a strong brand is more critical than ever. One of the most effective ways to achieve this is by harnessing the power of customer insights to guide decision making. Understanding your customers – not just who they are, but what they need, want, and feel – will transform your

Brent Williams June 21, 2024

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