by Robert Walker | Mar 25, 2021 | Analytics, Marketing and strategy, Marketing research
Those of us who have spent some time in research departments tend to think in linear terms. By that I mean that there is a “classic” sequence to follow to understand customer needs, new product opportunities, line extensions, new advertising, etc. For example, we...
by Robert Walker | Nov 13, 2020 | Customer satisfaction
Automated surveys are everywhere, triggered by retail and online purchases, a flight you took, or your dentist. If you are like me, you probably get wee bit cranky when you experience a badly conceptualized customer feedback interview. We seem to be swimming in an...
by Robert Walker | Nov 9, 2020 | ROAS, Survey research
Marketing research – notably strategic survey research – has not always provided useful insights for informing a company’s digital strategy. This is especially true for media targeting and ad spending. Why is this? Well, simply put, insights – even from large-scale...
by Robert Walker | Aug 25, 2020 | Customer satisfaction, ROI
I have seen many CSAT programs change a company’s culture by quantifying problems and isolating their causes, thus boosting retention and profitability, and moving from reactive to proactive. Conversely, some companies don’t think that customer satisfaction (or...
by Robert Walker | Jul 8, 2020 | Marketing research, Medium-sized business, Small-sized business
Small-to-medium sized businesses (SMBs) can use a simple reference model for their marketing and customer insights efforts. By focusing on what I call the “Three T’s” (targeting, testing, and tracking), your business operations will be continually guided...
