As a marketer, how often have you looked at brand study results and felt a disconnect? The data might be interesting, but does it truly drive strategy? Do you find yourself wondering, “Why didn’t we ask about this?” or “What does this really mean for my brand?” Researchers face similar frustrations. You meticulously craft the … Stop asking, start listening
Unlocking CX potential: 3 steps to drive growth Losing a customer costs far more than gaining a new one. That’s why optimizing the customer experience (CX) is mission-critical for growth. But are your CX surveys truly delivering the insights you need? Many fall short, failing to capture the depth and nuance of customer sentiment. This … Transform your CX
The importance of customer motivation How would your strategy change if you found out your customers were using your dating app to combat isolation and loneliness, rather than to find a life partner? This nuance in motivation can significantly impact your product look and feel, product line expansions, partnerships you create, target audience, marketing message … Hidden customer motivations that inform strategic breakthroughs
Global comparisons don’t work Want to know a dirty little secret from the market research industry? Most global studies are useless. Well, not entirely useless, but meaningful comparison across countries is nearly impossible with the average research survey. The truth is, people from different countries and cultures perceive and respond to scales differently, and simply … How to have a meaningful global research study
For anyone who’s done international research, you’ve likely observed the differences in response styles across countries—standout examples are respondents in China tending to say yes to more things, Germans are generally less ‘exuberant’ in their responses than markets such as India or Brazil, Japanese more often selecting ‘middle box’ responses while Americans are often a … Managing cultural response tendencies