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
Being a second-generation family-owned business is something I’m incredibly proud of. Not only being able to carry on the legacy and entrepreneurial spirit, but to see how much we’ve grown and evolved over the years. My dad started MacKenzie in 1985 from the bonus room of our family home, and it goes without saying that
In today’s highly competitive and ever-changing business landscape, establishing strong brand positioning is critical for success. It enables companies to differentiate themselves from competitors and create a lasting impression in the minds of their target audience. It also helps ensure there is internal alignment and clarity around the brand’s vision, objectives, and overall identity. One
When I was a young professional, my mentor shared a very simple yet powerful outlook on sales and marketing: People will buy from us if they think we’re worth it. At the time, I’ll admit, this wasn’t a mind-blowing outlook because it seemed so obvious. Of course, the price of a product or service needs
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
We do our very best to put clients at the center of our business. All the decision we make, the way we operate, and the team we put together; everything is done with clients as the priority. I believe most brands are the same. They want to make decisions and operate in ways that keep
When my dad started MacKenzie back in 1985, his focus was empowering brands to better serve their customers by better understanding their customers. He leveraged customer feedback to generate powerful insights that enabled clients to make informed and confident decisions. I vividly remember the stacks of papers surveys and hours of data entry that went
There is SO MUCH we can learn about our customers by gathering direct feedback. Reaching out and initiating conversation provides customer insights to see things from their perspective, check in on brand performance, and identify ways to strengthen our product/service offerings. We can also go beyond any business-related topics to gain a deeper understanding of
Back in 1985 when MacKenzie first started, the world of customer insights and feedback research looked a lot different than it does today. Data collection meant mailing out paper surveys or conducting phone interviews. Data processing meant manually entering survey responses, which meant feedback analysis and reporting could take a team of people weeks –
A couple years ago, I taught a Family Business Dynamics course at CSU Fullerton. Before going further, I’d like to point out how wild it is to say that. I’m not sure I’ll ever get over it, and I mean that in the best possible way. Teaching is not something I ever saw myself doing,
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