Fiona Blades on rethinking the customer experience to drive brand equity on Quirks

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.

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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.

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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.

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GreenBook features Fiona Blades on how to choose the right data sources

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.

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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.

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THE MRS FEATURE FIONA BLADES ON CHOOSING THE RIGHT BENCHMARKS

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.

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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

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Find out which bank really is No1 in our article on the Financial Services Forum

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.

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