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.
AMSRS RESEARCH LIVE FEATURE MARCELLO GARRITANO SHARING HIS LEARNINGS ON REDESIGNING A BRAND TRACKER
Discover how taking a human-centered, lean approach to research generated insight made a real difference to decision making, right through to the C-suite.
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.
Collecting data from multiple touchpoints and using different approaches yields more holistic results. The future of insights is being able to integrate data into one insight ecosystem, to better evaluate consumers.
Brandberries feature Fiona Blades on why the future of marketing is about multi-sensory brand experiences
Emotional connections are made with a combination of all five senses yet often the vast majority of brand communication focuses on just sight. Find out what pioneering brands have been up to and how to better measure these sensory initiatives.
Benchmarks are an important part of our decision-making. However, pick the wrong benchmarks, or contextualise them misguidedly, and you risk making the wrong decisions.
The Marketing Society feature Fiona Blades on the hidden drivers of persuasion in retail banking.
Five rules to make a positive impact on brand consideration in your brand
First Direct win out when you look at customer satisfaction, however, when you look at customer experience or brand experience, it’s Nationwide that’s the star performer.