Finding the right balance

Likert scales and other questions designed to measure attitudes, such as satisfaction, are ubiquitous in marketing research. They have their uses that is for sure, but there are a few caveats one should be aware of. In this post we will start this review by looking at number of scale points. As researchers we have […]

Going Mobile – when to deploy mobile surveys

Mobile Survey

Recently I heard the average smartphone user is never more than three feet away from his or her phone. There is no judgment on this, but it does play into our need as consumer and B2B market researchers to expand our thinking on how we deliver surveys to respondents. Multi-channel research involves leveraging two or […]

Minimizing B2B Buyer Fears

Caveat emptor

We’ve been busy looking at the hot topics in marketing to see where new marketing approaches can have the greatest impact. The answer: Minimizing B2B buyer fears. There’s been a lot of talk about the similarities between B2B and B2C buyers –especially since we’re all B2C buyers outside work. Even though it would certainly make […]

Buyer Journey or the Buyer Cycle?

Life Cycle on the Mechanism of Metal Gears.

According to many marketing posts and newsletters, one of marketing’s primary focal points is, or should be, the Buyer (or Customer) Journey. By focusing on the Buyer Journey, however, I think we may be making things much harder than they have to be. To be successful in following the Buyer Journey, marketers need to maximize […]

Everyone’s Talking About Buyer Personas

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An excerpt from Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella. Why Is Everyone Talking about Buyer Personas? In the simplest terms, buyer personas are examples or archetypes of real buyers that allow marketers to craft strategies to promote products and services to the people […]

Customer Insights – The Fertilizer You Need to Grow Strategic Accounts

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On January 22nd Michael Good, Sean Clayton and Diane Skirvin of Walker Insights took time to speak about methods for increasing the size and scope of strategic accounts using customer insights. The intersection of strategic selling and customer-focused research is a trending topic that those involved in sales and customer research should pay close attention […]

Mapping the Customer Journey

customer journey map

In a recent webinar, Michael Good, Brad Linville and Jeff Marr of Walker Information took time to speak about the intricacies of mapping out the customer journey. This has been a trending topic since the summer of 2014. Walker defines journey mapping as a process of developing an understanding of those things that your customers value […]

Customer Experience Pros Need a Beginner’s Mind

fotolia kids in front of ferris wheel

There are three significant shifts that are happening simultaneously creating the perfect storm for customer experience professionals (among many other professions). These are: Cloud Social Mobile It is an understatement to say that the customer experience industry is in a state of change. It’s more like a rebirth because with this perfect storm we can no longer rely on […]

The ROCX (Return on Customer Experience)

ROI

There are a lot of ways to explain “Customer Experience.” You can use analogies, comparisons, and elevator pitch ,… you get the idea. Regardless of your approach, the best way to draw attention is to “show me the money.” (Yes, that is a Jerry Maguire reference. I couldn’t resist.) When you talk to business leaders about […]

Marketing Strategy Success Comes from Knowing Your Customers

Marketing Strategy

I just read a study from Fournaise Marketing Group, a London consultancy, about the challenges we marketers have gaining credibility for our initiatives with C-Level management. Three issues particularly interested me: We talk too much about brand, not enough about revenue. 77% of CEOs say marketers talk about brand, brand values and brand equity but […]