That’s A Good Question

Modern consumers are flooded with information and offers creating a highly competitive, often overwhelming marketplace. They are becoming less influenced by the traditional price, product and placement variables, seeking instead a distinctively enjoyable experience.

Here at MacKenzie, our mission is to equip brands with the data-driven insights needed to create meaningful brand experiences.

For over 30 years we have refined our approach to accomplishing this mission by placing the customer at the center of everything we do. Utilizing our range of services, methods and capabilities, together with our clients we develop a customized data-driven CX Strategy for strengthening customer relationships, maximizing customer satisfaction and nurturing customer loyalty.


Why is it the Customer Experience (CX) so important to my brand?

The best way to attract and retain customers is to offer experiences they can’t get anywhere else.

According to a Walker study, “by the year 2020 customer experience will overtake price and product as the key brand differentiator.”


What does it mean to have a data-driven CX strategy?

This is simply a focused approach to any project or initiative where decisions are guided by data-driven insights, rather than presumptions or best-guesses.

By actively and strategically understanding your customers, you are in a position to develop and consistently deliver experiences as unique as they are.


We have done customer research in the past, but then the results just sit on the shelf, how do I ensure that doesn’t happen again?

Here’s a common issue typically resulting from a series of disconnected, ad-hoc research efforts producing fragmented, siloed data sets.

In order to uncover the actionable insights you’re looking for, establish an overall research strategy so that ensuing research efforts are built on a solid foundation.


Can you help with creating an overall Market Research strategy?

Absolutely; we work closely with brands to build research strategies aimed at optimizing resource allocation and maximizing return on investments.

As a result, ongoing projects and initiatives are aligned with overall objectives yielding additional long-term value.


In theory, I understand the benefits of having a data-driven marketing strategy, but can’t convince my boss for the budget.

We hear you, the struggle is real. Many companies are averse to large-scale investments without the guarantee of immediate return.

In these situations we suggest starting small. For example, a Customer Analysis project to organize and analyze your existing data will produce immediate “wins” thereby scratching the surface of long-term potential and value.


What do I actually “get” from working with MacKenzie? What is the tangible outcome?

The tangible outcome is a pipeline to actionable insights extracted from accurate, reliable, and relevant customer data.

Whether the goal is centered on revenue, satisfaction, product development, or any other business objective, our clients attain the keys to unlock any door inhibiting progress or growth.


Why do I need to hire an outsourced research company?

Frankly, you don’t. Enough technology exists to where brands are logistically capable of collecting and analyzing data with a relatively low investment.

Similarly, you don’t need a mechanic to work on your car’s engine. You are logistically capable of using the necessary tools, but without the proper training and experience you may be disappointed with the results.


How much would a research project be?

This answer is always a crowd pleaser; it depends.

However exploratory sessions are free! Initial conversations allow us to better understand the details surrounding your specific brand, market and overall goals. From there, we customize a plan that considers your budget and timeline.


How do I find out what customers or prospects think of my brand?

We categorize this as a Voice of Customer project; more specifically a brand perception study.

Any time you have a specific question to ask your customers, we plan and execute the best way to yield the answers you’re looking for.


We are developing a new product, where should market research fit into the process?

As with most business objectives, the application of data-driven insights will positively impact any decision being made throughout the process; big or small.

For example, Secondary Research (pulling insights from external data sources) will help identify market trends and existing consumer demands to guide high-level product features.

Early-phase Primary Research (collecting your own data) will identify the specifics of what your target consumers are looking for in a new product. Additionally, later-phase Primary Research will offer insights for use when finalizing new product attributes.


Do you have a question that isn’t on our list? Chances are someone else has the same question, so please reach out and let us know!

Brent WilliamsFAQs