Topic: Innovation

Digital twins, synthetic data, and how to not fool yourself

Synthetic respondents are rapidly gaining traction and their appeal is undeniable. They promise speed, cost-effectiveness, and massive scalability, freeing researchers from the challenges of uncooperative participants, sensitive questions, and persistent privacy concerns. For organizations under pressure to deliver more, faster, and integrate AI, this buzz is impossible to ignore. There is a big “but” though. … Digital twins, synthetic data, and how to not fool yourself

The case for customer-led research

customer led research

Disruptor brands are built on breakthrough insights about their consumers. Liquid Death saw the tongue-in-cheek appeal of making water edgy. Hoka homed in on making comfort cool. As marketers, we’re constantly trying to figure out the secret sauce behind the next Stripe or Figma. Audience research can deliver insights that can help unknown brands turn entire industries upside down, … The case for customer-led research

Synthetic audiences and the pursuit of authentic intelligence

“Just because you can, doesn’t mean you should.” AI’s promises are many, and we are excited about the future of insights in an AI-impacted world. Temptations to use it inappropriately or before it has been proven are certainly enticing, but may lead down a primrose path. As marketers consider the use of synthetic audiences—which offer … Synthetic audiences and the pursuit of authentic intelligence

The Insights Frontier: Unstructured Data

With data collection now available at the press of a button, it can feel like we’re drowning in information but starving for insights. That meticulously crafted dashboard on your screen? It represents 20% of your data story. The other 80%— hidden in customer conversations, social media comments, and support tickets—contains the ‘ah-ha’ moments that could … The Insights Frontier: Unstructured Data

The power of storytelling: from ask to listen research

For years now, most of us have been in the practice of “ask” research when it comes to understanding customer motivations.   We create surveys with a variety of questions we want consumers to react and respond to. We give them grids, scales, a set list of attributes and a range of methods to register their response. Short surveys are ideal, 5 minutes is optimal, but … The power of storytelling: from ask to listen research

Better results by breaking the rules: Duo MaxDiff

MaxDiff is a solid technique. I’ve used it, taught it, built variations of it—and I still recommend it all the time. It forces people to make real choices, it gets past the mushy middle of rating scales, and it gives you a clean, ranked list of priorities. What’s not to like?   Well… maybe the way … Better results by breaking the rules: Duo MaxDiff

From trigger to sold: optimizing the customer journey

How do we get more customers? How do we win more business? Those are the fundamental question most marketers and sales leaders ask themselves. To understand how to win, you need to understand what’s happening now and where you have space to play. Specifically, you need to understand your target audience and their journey to … From trigger to sold: optimizing the customer journey

Stop asking, start listening

As a marketer, how often have you looked at research 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 business?” Researchers face similar frustrations. You meticulously craft the perfect attribute list, … Stop asking, start listening

Transform your CX

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

Hidden customer motivations that inform strategic breakthroughs

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