Browsing Category
Consumer Insight
194 posts
What is customer value? (+ 9 ways to create it)
According to the Zendesk Customer Experience Trends Report 2021, nearly 50 percent of customers will switch to a competitor after just one poor experience.
Passikoff: Identifying Consumer Trends Before They’re Trends
Brands that want to dominate and “own” categories and consumers will have to also own an emotional value.
Why is Turning Customer Data into Usable Insights Still so Hard?
“What perhaps surprised us was the amount of technology and capability already in place across businesses. What was lacking was the trust in the data ..."
The Metaverse Begins
Though the metaverse is in its infancy, brands are racing to be part of the action. Sneaker brands seem to have the jump on the rest, with exclusive metaverse drops and NFT collabs.
How Marketers can Avoid the Fundamental Attribution Error
If marketers want to effectively understand consumer behavior, they must also understand contextual factors in parallel.
How to Maximize the Value of Consumer Data
Earned Data - provided first hand by the consumer in a mutually beneficial value exchange that includes the permission to deploy it - is the best data. Marketers can only gain this type of data by first cultivating trust-based relationships with their customers.
Passikoff: Your Holiday Shopping Run-Down
Black Friday and Christmas shopping are becoming more like going to see Santa or the Thanksgiving Day parade. Nice to do, but not necessary to do.
5 Signs Your Customer Interviews Are Going Poorly
Here are 5 signs that you might be running off track, and need to recalibrate.
Should All CX Certification be Scrapped?
"And then compounding the overall problem there is the broader issue of the fact that most people in charge of CX do not know what their customers want."
Passikoff: Spotting Crappy Market Research
Are you kidding me? You want information from someone not familiar with the category? That’s the kind of data you want to include in your analysis???
Beyond NPS: Impactful Survey Questions and Use Cases
Understanding how your customers feel is the catalyst for all other communication.
Design Research is the New Black
Design research returns information on the values that target markets hold, which indicates how products and services will be experienced and used.
Winning the Analytics Battle in a New Decade of MarTech
Navigating the world of data and analytics in the quest to win consumer attention has become a daily undertaking for marketers.
Why Segmentation Matters
Incentivizing the behavior of already highly engaged customers looks very different than how brands should incentivize the behavior of customers they want to become more regularly engaged.
Passikoff: The Donut Theory of Branding
You have to watch values. They don't so much as sneak up on your category as much as pounce.
Product-led Growth Means Changing Your Whole Business
PLG companies can rapidly innovate with their products to better match their customers’ needs and therefore win in the market.
Moving from Big Data to Small & Wide Data
Big data is set to move out of the spotlight in the near future, with 70 per cent of all organisations to take up small and wide data instead by 2025.
Moving from Big Data to Small & Wide Data
Big data is set to move out of the spotlight in the near future, with 70 per cent of all organisations to take up small and wide data instead by 2025.
Conversations with TheCustomer: Elissa Moses, CEO of BrainGroup Global
Consumer research has come a long way over the past decade but particularly so over the past year…
Customer Service Experience Metrics that are Better Than NPS
The broad language used in the NPS metric captures customers’ intent based on their evaluation of more than just customer service.
5 Ways to Show Empathy in Your Marketing Right Now
Empathy in marketing isn't new or rocket science– in the fictional 1950s, Man Men’s Don Draper was infamous for the way he'd frame a product's features around fulfilling human needs.
Consumers Want Brands to be More Human
Given the permanence of changes in customer behavior, identifying and adjusting to the new consumer psychology is a priority.
How to Glean User Insight While Respecting Personal Privacy
The first step in redesigning user analytics is acknowledging that the average privacy and security measures taken on sensitive information are neither private nor secure.
Conversations with TheCustomer: Don Vaughn, Head of Product at Invisibly
Dr. Don Vaughn is head of product for Invisibly and has a lot to say about the state of market research and where/how marketers are learning to gather accurate, actionable consumer insights.
Paradigm Shifts and Provocations: A Guide to Culture in Chaos
2020 has shifted culture as we know it, defining the 21st century's version of the Roaring ’20s, and marketers must adapt to the new ways consumers are engaging with their own wants and needs.
Passikoff: Customer Expectations – Smartphone Edition
You need to be a brand that meets customer expectations and emotionally engages. That's different from being technologically-advanced.
The End is Nigh for Surveillance-Based Targeted Advertising
If at the heart of your marketing lies clickstream and third-party data, any connection is likely to be forged through interactions at a customer service level rather than from the very outset - which is what earned data achieves and builds.
Passikoff: Does this make me look Fatuous?
These days it seems a lot of “fatuous” stuff gets crammed into surveys. Digital surveys seem to have made that easier.
Women Consumers & The Impact Of The Pandemic
Here are five takeaways that brands and marketers should consider as they navigate advertising to this very powerful audience – women drive 70-80% of all consumer purchasing – today and in the future.
Why Customer Personas?
The personas advantage: translating mountains of data into an intuitive, easy-to-use and actionable framework.
What Even is Consumer Behavior?
Consumer behavior has been studied scientifically for nearly a century. However, two of the biggest inflection points have come recently: technology and neuroscience.
Passikoff: Consumer Expectations are the North Star
On average an annual increase in consumer expectations of 28% might reasonably be anticipated. Brands, on the other hand keep up by five to seven percent leaving an enormous gap between what consumers truly desire and what they see brands delivering.
Passikoff: Consumer Expectations are the North Star
On average an annual increase in consumer expectations of 28% might reasonably be anticipated. Brands, on the other hand keep up by five to seven percent leaving an enormous gap between what consumers truly desire and what they see brands delivering.
Why Consumer Insights (CI) and Analytics Teams Should Merge
“Any data without context is useless, and CI can give you that context. What, when, how, and what next can be learnt through data, but why is answered only by CI.”
The Customer-Centric Elephant in the Room
This new purpose is a huge deal as it represents a fundamental shift from “shareholder value” to “stakeholder value.”
Passikoff – What Does Customer Loyalty Look Like in 2021?
Loyalty has changed but it has not vanished. It has been transmuted through changes by consumers born hotwired to the internet.
Top Reads
The biggest takeaways from the past year have less to do with KPIs and more to do with values and distilling the important from the unimportant. And from the looks of our list of last year's top reads, that notion seems to have resonated with our readers as well.
The 2020 Customer Engagement Winners & Losers
Here are the biggest customer engagement winners and losers from a year that produced more than its fair share of stress, confusion and yes – even some accomplishments.
The Value of Investing in Customer Value Management
While customer value management requires a bit more effort than customer relationship management, it provides excellent guidance as to who and what to invest in.
It’s Time to Reassess Your Customer Assessments
When entire economies get shut down and people around the world have to suddenly and drastically alter their everyday habits, its genuinely appropriate to say that consumer behavior is changing.
Contextual Insight: Marketing in an Emotionally Charged World
Contextual insight has not been easy to obtain through traditional data gathering methods such as transaction data scraping and inference. It requires a different approach; it requires brands to ‘earn’ the data.
How Useful Are “Likely to Recommend” Surveys?
Speed and simplicity are strong suits, but they fall short in other ways.
Passikoff: Payless’ Great “Feats” of Marketing Aren’t Enough
According to our research, Payless has high aided awareness and recognition, but it isn’t the first brand consumers think of when their category comes up. Nor the second or third. The brand is known, but unfortunately not well and not desired, as two previous bankruptcies have shown.
Electoral Engagement Vote is In: Biden 88%, Trump 74%
The most recent wave of research found Joe Biden’s overall electoral engagement rating among Democratic voters 14% higher than Donald Trump’s rating by Republicans.
Passikoff: DIY Presidential Prognostication
In this column I’m going to talk to you through D-I-Y Presidential Prognostication. Why? Because there’s a U.S. presidential election coming up. No, really. It’s been on all the news.
Unobtrusive Measures: Passikoff on What Consumers Aren’t Telling You
No one should approach the temple of marketing research with the soul of an accountant. I was making…
FRANKLAND: Amazon Almost Gets the Entitled Consumer
Today marks the first in a regular series that Dave Frankland will be writing for TheCustomer. Dave literally wrote the book on the entitled consumer. His work has appeared in the New York Times, The Economist, CNN’s Situation Room and Ad Age.
REPORT: The Consumer Trust Index Points (Way) South
More than one third of Americans (35%) have indicated that they have virtually no trust in a promised COVID-19 vaccine, and was the critical finding in the 9th wave of coronavirus consumer sentiment research conducted by TheCustomer, Brand Keys and Suzy.
Why marketing will improve with the death of third-party cookies
It’s time we finally got serious (and honest) about what we are doing in marketing and media. The reality is, third-party cookies were a farce.
CX in 2020: Changing Customer Habits Due to COVID-19
If you don’t understand how COVID is fundamentally reshaping customer habits and preferences, then nothing else will really matter.