As a customer insight professional, I regularly write and post videos about strategies and tactics. But I’m also a customer insight advocate and ambassador hoping to remind brands of WHY gathering feedback is so important. Of course, leveraging customer insight to support brand development and guide key decisions are paramount to long-term success. But gathering
Anyone with internet access can program and launch a customer feedback survey within a matter of minutes. However, as is the case with many things in life, just because you can do something does not mean you should do that thing. There are many pieces to the customer feedback puzzle. From goal setting and project
If you haven’t read my past few articles covering the purpose, process, and benefits of unlocking your data vault, it’s worth getting caught up before continuing: (Part 1) Unlock the Data Vault: Getting the Most of What You Already Have (Part 2) Unlock the Data Vault: Establishing Your Hypothesis (Part 3) Unlock the Data Vault:
For the past few weeks, I’ve been sharing our approach to “Unlocking the Data Vault” and why it is such a valuable first-step for any brand development project. Whether the goal is focused on marketing, sales, customer experience, internal operations, or anything in between, by assessing what is currently known about your brand, we establish
Take a step back and consider what you know about your customers today. Then ask yourself, “is what I know about my customers validated through data-driven insights or are my ideas based on presumptions and past experiences?” When looking closely at what is known about customers today, we find that many brands are making decisions
Our process of “Unlocking the Vault” is the first step of a multi-phase approach to strategic brand positioning and development. The objective is to expedite strategic planning and processes by leveraging the insights brands already have. We accomplish this through data inventory audits, stakeholder interviews, and guided discussions regarding significant macro/micro environmental topics. As a
An often-under-appreciated customer feedback project is exploring lifestyle preferences to build detailed customer personas. Modern consumers have rich, full lives and consumer segmentation opportunities exist far beyond traditional demographics. Building strong relationships is all about knowing the individuals who engage with your brand, so developing customer profiles that include attributes outside of your immediate interests
There is A LOT to be learned by listening to your customers, so it is easy to get carried away when planning a feedback project. We often see brands wanting to cover a variety of topics by planning a long list of questions. The thought is, “while we have them, let’s get all the feedback
Article Highlights: – Community parks are positioned somewhere between for-profit businesses and non-profit organizations; which presents strategic challenges. – Parks agencies should be thinking like a retail brand when developing communications and engagement strategies. – Marketing doesn’t have to be expensive to be effective. – Build relationships through ongoing efforts, not one-time projects. Retail
Based on geofencing data collected on October 8, 2020, consumer foot traffic recorded at 200 leading brands across Los Angeles is down 70% since February 2020. This marks the lowest foot traffic since mid-April. With many businesses struggling to adapt their business model to fit within government regulations, CDC guidelines, and changing consumer demands, there’s
Our newsletter shares 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.