Tablet Purchase Journey Relies Heavily on Mobile Web

online shop with tablet

We all know the consumer purchase journey has changed dramatically since the “mobile web” explosion and continues to evolve rapidly. In order to understand the current state of this evolving journey, CMB surveyed 2,000 recent buyers of tablets in the U.S. We confirmed several things that we expected to see, but we also busted a few […]

Customer Journey Mapping and How to Keep Customers on the Purchase Path

How the Customer’s Path to Purchase Has Become More of a Winding Road For years now, the customer journey has been discussed via the model of a funnel, through which customers would travel through various stages (awareness, consideration, evaluation, and purchase, generally). Using a funnel model meant that marketers accepted that customers traveled in a […]

Foolish CX: Don’t Be Tricked by Text Analytics

Egyptian desert viper snake in the sand

Does your text analytics implementation or VoC program seem like a joke? If so, maybe you’re falling for one of these blunders: Not listening appropriately: Not all data is created equally. Having a listening post – survey questionnaire, social media account, etc. – doesn’t guarantee that it’s being used correctly. Identifying the right metric to use for […]

How Language Proficiency Can Impact Survey Response

Just when it started to feel as if it was going to be a boring summer, Annie Pettit of Peanut Labs stepped up to the microphone at this year’s MRA Insights and Strategy Conference and stole the show. Okay, so it might not have been that dramatic, but Dr. Pettit did share some fascinating insights […]

QRCA Wants to Boost Your Skills and Strengthen Our Community

QRCA

The Qualitative Research Consultants Association (QRCA) invites individuals, 35 years or younger, to apply for the Young Professionals Grant.  Up to 10 enthusiastic young qualitative research professionals will be awarded this opportunity.  The grant includes full registration fees to attend our 2015 annual conference in Orlando, Florida October 7-9, 2015.  Recipients can attend any of […]

Excerpts from David F. Harris’s New Book

book cover

Portions of the following are excerpted from, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions, by David F. Harris. The Framework for Writing Questionnaires My purpose in writing this book is to provide a user-friendly, comprehensive guide for planning and writing questionnaires. This book offers a framework for writing […]

CMB’s Empact Model of Emotions

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Emotions have a place in customer experience management It’s about the emotions, or is it? On June 11, 2015 Erica Carranza, PhD and Brant Cruz, both of Chadwick, Martin, Bailey, highlighted their new model for measuring emotions known as Empact. They led off with a fundamental marketing truth – we act based on how we […]

Five Things I Like About The CXPA

People at the conference

The Customer Experience Professionals Association (CXPA) is a global, non-profit organization that has helped solidify Customer Experience as a necessary and critical role profession. As one of the founding corporate members of CXPA, it’s been exciting to watch the association evolve and contribute to the profession. Here are the top five reasons why I think […]

Qualitative, Quantitative, or Both? Tips for Choosing the Right Tool

hand tool kit object arrangement on car auto service

In market research, it can occasionally feel like the rivalry between qualitative and quantitative research is like the Red Sox vs. the Yankees.  You can’t root for both, and you can’t just “like” one.  You’re very passionate about your preference.  But in many cases, this can be problematic. For example, using a quantitative mindset or tactics in […]

Making NPS Real

When I was the CMO of Ascentium, an award-winning digital agency in Seattle, my bonus structure was tied purely to the company’s quarterly NPS.  To me, this made sense- it was brilliant in its utter simplicity and like the whole idea around NPS and “The Ultimate Question”, one “score” served as a proxy for the […]


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