At our core, MacKenzie is a strategic customer insights firm empowering brands with data-driven knowledge, clarity, and wisdom. The goal is to develop best-in-class products, services, and experiences that deliver true value and joy. But there’s an important extension of customer insight that’s needed to be relevant and stay relevant within highly competitive markets –
Consumer data privacy has been an increasingly important topic over the past few years, and understandably so. People want to feel in control of what businesses know about them. They want their personal information protected and they want to feel secure browsing online. However, studies continually show consumers want personalized experiences and targeted promotional offers.
Part of what I love about being a boutique customer insights firm is the variety projects and objectives we get to cover. One week I’m in the world of motorsports conducting a lifestyle study, and the next I’m working with a nonprofit to strengthen their community impact. While leveraging feedback and data to guide strategic
Up to this point, I’ve focused mainly on what to do while conducting a customer insights project. From keeping an open mind to encouraging creative problem solving, these points are most relevant during project planning and execution. But it’s just as important to discuss why customer insights projects are launched in the first place. As
In my previous article, I discussed the importance of keeping an open mind throughout any customer insights project. Building upon that idea, open-mindedness is not limited to the project’s findings. It extends to the development of solutions and action items. Part of loosening our grip on preconceived notions and beliefs includes a willingness to explore
One of the most powerful aspects of a customer insights project is how it can shift, shape, and evolve the way we see the world around us. By listening to feedback and exploring our competitive environment, we gain the knowledge needed to make informed and confident decisions. But for that to happen, we must keep
There’s a quote by Debasish Mridha that perfectly captures the MacKenzie approach to customer insights: “Curiosity is the origin of knowledge. Experience is the origin of wisdom.” The reason this quote is so powerful is that it illustrates how there are two sides of the customer insights coin. On one side, we must always stay
When chatting with a client or prospect, one of the first topics we always cover is performance benchmarking. From brand awareness to customer experiences, there needs to be clearly defined metrics in place for future comparison. This is how we gauge the impact and effectiveness of any new initiative. Sometimes brands already have benchmarks in
Over the years, we’ve partnered with brands of all shapes and sizes in leveraging customer insights to support their growth and development. While the projects vary based on each client’s specific goals, one area that holds the same weight regardless of any other details is the insights application phase. For the true power of customer
From wrapping up Q4 projects and futures planning to holiday shopping and attending events, the end of the year is always busy – and hectic at times. There’s a lot of joy and happiness, but there’s also stress and pressure. Over the years, I’ve found a great way to stay grounded and focused is to
Sign up to get our emails sharing practical ideas, tips, and perspectives on all things related to customer insights. It’s content for curious minds and continuous learners.
Share some details about where you’re at and where you want to go. We’ll help point you in the right direction.