I was out to eat with my family a few nights ago. The food was brought to our table right when my daughter started telling a story about something that happened at school. The food runner put our plates down and left, but we wanted to let my daughter finish telling the story before eating.
One of the cornerstone processes of being a data-driven business is customer segmentation. We take the broader audience and group them by specific traits, characteristics, or behaviors. This is how we create consumer personas for targeted marketing campaigns and identify sub-group trends for CX personalization, among other things. At the same time, it’s important to
Like many of you, deciding what to eat for dinner can be an ordeal for me and my family. It’s silly because we have the same conversation all the time, and the same question pops up… “Well, what are you in the mood for?” Should we get Italian? Eh, I’m not in the mood for
Your organization undoubtedly has a ton of experience, ideas, 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 why customer feedback and data-driven insight gets put on the back burner. The reality is, metrics and analytics are not necessary to
Henry Ford famously said, “If I had asked people what they wanted, they would have said faster horses.” This quote is often cited when challenging the importance of customer feedback and market research. As is what Steve Jobs said about people not knowing what they want. To a large extent, both of those legendary businessmen
As we’ve seen over the past few years, the world can quickly change in unprecedented ways. This highlights a key point for businesses looking to be relevant and stay relevant long-term: It’s better to be proactive than reactive. Granted, this is not a groundbreaking revelation. However, it’s not always clear how to be proactive in
My kids are a few weeks into their summer break and with all the time we’ve spent together as a family, one thing has become clear – those little humans are very curious. They ask a ton of questions about everything. But they’re not just random questions. I can tell my kids genuinely want to
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.
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
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