Www.consultgsi.com/docs/A Practical Guide to Market Research.pdf. Market Research - Little Data vs. Big Data: Nine Types of Data and How They Should Be Used. Public.dhe.ibm.com/common/ssi/ecm/en/gbe03572usen/GBE03572USEN. Insights from the IBM Global C-suite Study. In an era of abundant connectivity, endless information and ubiquitous digitization, the new economic equation favors transparency. More than half of CxOs expect to open up their enterprises – bringing down barriers to extend collaboration inside and outside. Their most radical shift may be a new view on what it means to collaborate with customers. In fact, CEOs told us that customers come second only to the C-suite in terms of the strategic influence they wield. When asked, “Who has the most influence on your strategic vision and business strategy?”
55 percent of interviewed CEOs cited customers. The emergence of social, mobile and digital networks has played a big part in democratizing the relationship between organizations and their customers. CMOs, in particular, want to overhaul every aspect of the customer interface. As the digital infuses the physical, and vice versa, organizations are transforming the customer experience. Insights from the IBM Global C-suite Study. An Uncomplicated Approach to Conducting Solid Market Research. Conducting market research is often the starting point for key components of businesses' marketing and sales strategies.
It's what helps you draft personas, clarify your marketing messaging, set product marketing direction, and build your sales playbook. But when you're tasked to sit down and actually ... do it ... many marketers draw a blank. Do we round up Don Draper and set up an expensive, time-intensive focus group behind two way mirrors? Isn't that what the big guns do when they conduct market research? The big guns -- and even smaller companies -- certainly use the two-way mirror approach, but consider that we also have this amazing thing called the internet. How to Train The C-Suite to Ignore Research. What’s the best way to get your C-Suite team to ignore all the thought and hard work you’ve put into your market research?
Conduct tracking research too often. Market Street Research discovered this in the 1980s, when we had a syndicated survey we called the Quarterly Banking Survey (QBS). Www.marketing.org/files/BMANYC/FUSION_whitepaper_MktgPlans.pdf. Quantitative Vs. Qualitative Research – When to Use Which. Now that more and more non-researchers are populating the research departments at many corporations, I often find myself explaining the differences between qualitative and quantitative research, since many think they can be used interchangeably.
Qualitative research is by definition exploratory, and it is used when we don’t know what to expect, to define the problem or develop an approach to the problem. Boost bottom line with customer insight. By Lynn Manternach / Guest Editorial Three-quarters of marketers say they know what their customers want, but only 34 percent have actually taken the time to ask them, according to a recent study by Pivot.
Conducting Market Research. Few CMOs have made progress in building digital marketing capabilities. POST SUMMARY: Very few CMOs have made much progress in building a robust digital marketing capability.
Only 20 percent have set up social networks for the purpose of engaging with customers, for example, even though online input is a crucial part of the dialogue between a company and its customers. The percentage of CMOs who have integrated their company’s interactions with customers across different channels, installed analytical programs to mine customer data and created digitally enabled supply chains to respond rapidly to changes in customer demand is even smaller. When we completed our last Global CMO Study. Content Marketing With Research and Surveys: Pros, Cons, Examples, Best Practices - BLP Daily Digest, February 25, 2014. How to Use NPS Surveys for More Powerful Marketing Automation.
Let’s Talk Price: How Much Does Research Cost? Dave Glantz, Director of Research Services, Market Connections, Inc.
Advertising. 66% of moms prefer personally relevant ads.
Our new study shows what moms do online and how marketers can connect with them. Moms are one of the most coveted groups of consumers for advertisers, but they also may be one of the most misunderstood. Our new study helps marketers understand moms’ online habits, what they do throughout the day, and which devices they prefer for different activities. The Net Promoter Score and Beyond: Measuring Customer Satisfaction. Customers expect more from companies than ever before, and that means tried and tested customer experience management tools like the Net Promoter Score need to be amended if not thrown away entirely. Net Promoter Scores are a simple way to assess customer loyalty. But the technology world is becoming more complex, and so are options for gaining customer insight. The NPS isn't perfect, but many argue that it still has value. In fact, a recent 2013 NPS benchmark report from the Temkin Group is now in its second year, so it's not as if the NPS is going out of fashion.
NPS: A Simple Tool for Simpler Times? Overall, companies in so-called high-touch industries like hospitality and retail have the highest NPS, Temkin Group reported. Temkin measured the NPS for 269 companies in 19 industries, and found customers younger than 25 gave the lowest scores in 18 of the 19 industries. Who is the Customer?
Are Employees Working More Jobs for No Pay? - Salary.com. Market Segmentation Studies: 5 Ways to Get the Most Out of Your Efforts - Rockbridge Associates, Inc. Market segmentation studies are popular among the research community, but often times, organizations struggle to implement them effectively.
Attitudinal segmentation studies are by nature rich in detailed information about each individual segment of the market. Researchers usually communicate the information from a segmentation study in a voluminous report due to the sheer amount of information these studies provide. This makes it tough for marketing and product development teams to understand and use the information. What can researchers do to help internal clients gain a more intimate understanding of the different segments of their market and put this information to work for them? #1: Make the information digestible. . #2: Score your customer base for targeted marketing.
. #3: Build a targeted database of prospects. . #4: Classify website visitors. . #5: Develop personas to represent typical customers in each segment. A Blog for Buyers of Marketing Research Products and Services. Find Market Research Companies, Facilities, Jobs, Articles, More. Journal of Marketing Research - American Marketing Assoc.