8 Customer Insights That Drive Growth

8 ball

Consumer insights information answers many questions for marketing, but none are more important than to identify the right growth opportunities, and to deliver a deep understanding of what matters most to your target consumers. Only 20% of marketers say they truly know their consumers. And, 81% of marketing decision makers are concerned about reaching the [...]

Revenue Growth of the Top 50 U.S. Market Research Firms

Road sign for 50 MPH

The American Marketing Association has published their annual report on the Top 50 U.S. Market Research Firms [PDF]. I was especially interested in analyzing the companies by growth rate. Here’s a quadrant analysis dividing them by size and by growth rate. The Top 25 have U.S. revenues from $50 million for #25 Rentrak to $3.2 [...]

The Market Size of the Frivolity Economy

frivolity economy: person swinging 6 shopping bags

Over the 20th century, the US moved from an agricultural economy to manufacturing, then to a services economy. What’s next? Probably a frivolity economy. This often bothers people, on the left and the right. A standard complaint about capitalism is that it devotes enormous energy to producing things we don’t need and shouldn’t want. Many [...]

Strengths and Limitations of the Customer Effort Score

Unhappy customer on phone

The Harvard Business Review article “Stop Trying to Delight Your Customers” espouses the Customer Effort Score (CES) as a superior predictor of customer loyalty as compared with two other widely used metrics—Customer Satisfaction (CSAT) and the Net Promoter Score (NPS). While the article on the whole offers strong, if not always unique, perspectives on the [...]

Cutting through the Clutter of Social Media

Designer's Table with Social Media Notes and Tools

In a recent webinar, Anna Startseva and Cassie Clayton of Netbase introduced a few interesting tricks in cutting through the clutter that is pervasive in social media data. The advantage of a tool like Netbase is it allows marketers to understand the volume and public sentiment about their own brand plus that of their competitors. [...]

Co-creation: What’s in It for Consumers?

group painting graffiti

Whenever we refer to customer co-creation we always talk about all the different ways our clients can utilize it.  We stress to them that co-creation opens a two-way conversation with their own customers and they can connect with their customers in a way that they have never been able to before.  This month I want [...]

4 Reasons to Urgently Embrace Mobile Market Research

In the Moment book cover

Having talked to five research experts utilizing mobile in different ways, understood their perspectives on the pros and cons, I have come away with a clear sense that mobile really does offer MR something different. We need to take it seriously. Coming off the fence: yes, we should at least have a sense of urgency [...]

5 Areas Where B2B Customer Experience Disappoints

office workers in office building at night

Ineffective and disorganized processes catering more to the company than its customer not only cause difficulty and frustration for customers, they detract from a company’s ability to be efficient – and in the end, more profitable. What will it take for firms to be more successful at “simple?” To help answer this question, Walker queried [...]

Social Media as The Database of Affinity

Group of Business People with Infographic Illustration Above Them

On June 23, 2014, Erika Brookes from Oracle and Nate Elliot from Forrester Research touched on a very serious issue – how to remove the noise from social media listening in order to find the signal: what the market is saying about your brand. It is all about affinity, or as Forrester defines it: People’s [...]

Advantages of Neuroscience Market Research

Market researchers have known for decades what new technology has been demonstrating relatively recently: that human beings are not fully aware of all the influences at work on them and that they often misreport what they have witnessed. Many biases including social pressure and convention may alter a respondent’s reactions and provide incentives for respondents [...]