by Bob Walker | May 26, 2021 | Business strategy, Marketing and strategy, Strategic research
Whenever we go to Amazon, or Netflix, or any other site, we are immediately presented with dozens, if not hundreds, of choices. Many of these choices are randomly selected by the retailer based on past purchase behavior across the buyer’s digital mesh. Across...
by Bob Walker | Apr 28, 2021 | Analytics, Marketing research, Quantitative research, Survey research
Looking for a quick way to get started understanding the results of your research? Projects that are survey research-based can be daunting. So can projects that involve the analysis of sales, promotional activity, advertising, or other marketing-related activity. We...
by Bob 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 Bob Walker | Nov 13, 2020 | Business strategy, Customer satisfaction, Research design, Sales forecasting
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 Bob 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 Bob Walker | Aug 25, 2020 | Business strategy, Customer satisfaction, Marketing research, 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 Bob Walker | Jul 8, 2020 | Marketing and strategy, Marketing research, Medium-sized business, Research design, 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...
by Bob Walker | Jul 8, 2020 | Customer satisfaction, Marketing and strategy, Medium-sized business, Small-sized business
If you work for a small-to-medium-sized company (SMB) and are in a marketing role, you are no doubt strapped for resources in the form of people, money, or time. This is especially true when it comes to research for understanding customers, prospects, and how to best...
by Bob Walker | Apr 9, 2020 | Analytics, Customer satisfaction
Determining whether your customers are happy or not shouldn’t be a complicated, mind-numbing exercise. Too many companies believe that they cannot afford to conduct customer satisfaction programs because it will be either too complex, too expensive, or feel that they...
by Bob Walker | Mar 31, 2020 | Communications, Customer experience, Emotion
The stream of COVID-19 email communications continues to spill over the transom with messaging that is marginally helpful in many cases, and often unnecessarily complicated, confusing, and unhelpful. Below are five simple areas to focus on in your messaging to...
