Track the Customer Journey
The customer journey is seldom a linear process. How marketers and the organizations they work for decipher the roadmap the customer is using on his or her journey requires tools, time and commitment. This was brought to light in the August 2015 edition of the CMO Survey. This semi-annual survey is conducted in February and August and is co-sponsored by McKinsey and Company, the American Marketing Association and Duke University’s Fuqua School of Business….

Likert and other scales designed to measure attitudes, such as satisfaction, are ubiquitous in marketing research. They have their uses that is for sure, but there are a few caveats one should be aware of. In this post we will start this review by looking at number of scale points.
As researchers we have to maintain the balance between our client’s need for information and our respondents’ valuable time….

Recently I heard the average smartphone user is never more than three feet away from his or her phone. There is no judgment on this, but it does play into our need as consumer and B2B market researchers to expand our thinking on how we deliver surveys to respondents.
Multi-channel research involves leveraging two or more deployment strategies to reach your target audience(s)….

Anyone who has taken the time to map out customer touchpoints quickly realizes the scope of the map can become extensive and fast. These customer connections can provide a wealth of data from potential product improvements and service enhancements to numerous other ways to improve the overall customer experience and add to the bottom line.
One aspect of these customer connections that can be easily overlooked is that of the salesforce’s role in gathering intelligence about the competition….