“How can I explain more from the baseline? How can I compare apples and apples in my modelling? How can I see the consumer reaction to my activity?” These are some of the questions I‘ve heard clients asking about modelling over the years.
As market research and marketing professionals we understand the importance of putting the customer at the heart of the business and there are many ways that we do this – customer closeness programs bring us face to face with individual customers..
As Fiona built campaigns for her clients, she wanted to know how every brand encounter helped form a customer’s brand perception. But that information wasn’t being tracked anywhere. In 2006, she set out to fill that gap. Not only would she gather..
The pandemic has challenged many companies in their handling of different stakeholder groups. Unhappy employees can lead to unhappy customers. This made me wonder, has measuring employee experience become more important than ever?
Great customer experience recognises consumers interact with brands in multiple ways and it’s important to take them all into consideration when assessing brand equity.
DISCOVER WHAT THE TREND TOWARDS “CUSTOMER EXPERIENCE” MEANS FOR MARKET RESEARCH IN FIONA’S COLUMN ON ESOMAR’S RESEARCH WORLD
More and more marketers seem to be morphing into Chief Customer Experience officers and we need to think about what our industry should be providing and how we can be pivoting to align with these new client needs.