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...
by Bob Walker | Mar 18, 2020 | Communications, Customer experience, Emotion
Every day I receive a deluge of email from companies with whom I have a glancing relationship, yet seem compelled to assure me about their healthy operational status during our shared Coronavirus pandemic.They breathlessly promote their products and services and go...
by Bob Walker | Mar 1, 2020 | Business strategy, Marketing research
There have been some recent news articles about the role of marketing insights and research, most notably Jeff Bezos of Amazon, who in his 2018 letter to shareholders said: “No customer was asking for Echo. This was definitely us wandering. Market research...
by Bob Walker | Feb 25, 2020 | Marketing research, Marketing terms, Media Planning
The New-York based Advertising Research Foundation ARF has released a glossary of commonly used marketing research and creative testing terms, aiming to ‘bridge the gap’ between creatives and researchers, and to help professionals keep up with the...
by Bob Walker | Jan 27, 2020 | Data quality, Marketing research
Typically, when we conduct research of any type, at least two “trap questions” are included. Take the following example from a 2019 study on a consumer product in which we asked: “Which word best describes two people”? Did you know that...
by Bob Walker | Jan 25, 2020 | Media Planning, Multi-touch Attribution, ROAS
Marketers in the programmatic digital ad space are no doubt familiar with the term “multi-touch attribution”, or MTA. When we speak of attribution in this context, we are speaking of a specific digital “touch” in the customer journey to which we can attribute more or...
by Bob Walker | Jan 21, 2020 | Marketing and strategy, Marketing research, Quantitative research, Strategic research, Survey research
1stdibs, the leading global marketplace for vintage, antique and contemporary design, has posted the results of its annual Interior Designer Trends Survey, completed by hundreds of interior designers around the world. The data reflect the tastes of design experts,...
