These are the notes from a talk that I delivered, recently, about the importance of data quality, and how to assess it. https://www.slideshare.net/slideshow/embed_code/key/1ect9VUVbgOPt7 In my talk, I started by noting the critical role of data as a source of insight and, subsequently, as an enabler of service automation. Then, went on to note that data … Continue reading It’s not because a dataset is big that it will be good. And it is not because we used a sophisticated algorithm that the decision will be fine
Tag: Customer Insight
What Elon Musk’s acquisition of Twitter means for marketers
Elon Musk made a take-over offer to buy Twitter, and is said to want to implement four key changes at the social media company: Reduce content moderationEliminate automated accountsIntroduce new product featuresOpen-up Twitter’s algorithm The significance of Twitter for marketers According to Hootsuite, Twitter is the 15th largest social media platform in the world (slide 99). … Continue reading What Elon Musk’s acquisition of Twitter means for marketers
Using online texts as sources of data in research
Even since I came across the blog post from Helen Kara, arguing that “researchers should make as much use of secondary data as possible before we even think about gathering any primary data”, that I have been looking for new opportunities to use pre-existing online data to complement, or even replace, fresh data collection efforts. … Continue reading Using online texts as sources of data in research
Join me this Thu, Mar 25th, 12 noon (UK), for a LinkedIn Live show on “The Value of Customer Feedback for Brands
This Thursday, March 25th, I am joining Yekemi Otaru for a LinkeIn Live show to explore “The Value of Customer Feedback for Brands”. We will discuss issues such as: How businesses can obtain, and use, customer feedback to drive better customer relationships Different ways of getting customer feedback, and the pitfalls and benefits of each … Continue reading Join me this Thu, Mar 25th, 12 noon (UK), for a LinkedIn Live show on “The Value of Customer Feedback for Brands
Three ways the Internet can help gather consumer insight
The Internet is a promising source of consumer insight. Data can be collected in real time; we do not need to interrupt consumers with our pesky phone calls or street surveys; and we may even be able to get access to certain segments of the population not reachable via traditional surveys. Here are three ways … Continue reading Three ways the Internet can help gather consumer insight
The role of online shopping as a mechanism to navigate racial discrimination
Online platforms are useful, additional channels to acquire products and services. For instance, online supermarkets have been lifelines for people isolating at home because of COVID-19. Online platforms are also great channels to talk with firms and other customers, be it as a form of acquiring information, solving problems or, simply, getting emotional support. What … Continue reading The role of online shopping as a mechanism to navigate racial discrimination
[Miscellany] Interesting job advert, customer insight, and thesaurus with a difference
Interesting job advert for a marketing manager position I came across the advert below for a job as Marketing Manager, and I found two things very interesting. One, that sustainability is seen as an explicit concern of /for the marketing manager. This is not an advert for a recycling company, or electric cars, or any other … Continue reading [Miscellany] Interesting job advert, customer insight, and thesaurus with a difference
Three things you need to know, if you are using Twitter to study consumer emotions
With 313m monthly active users around the world, of which 82% access Twitter via their mobile handsets, Twitter is likely to be a great source of insight into what customers are doing, paying attention to, or talking about. As Pratik Thakar, Coca-Cola’s head of creative content for Asia-Pacific, said, it is like a big focus … Continue reading Three things you need to know, if you are using Twitter to study consumer emotions
Instagram: one product, two needs
Kevin Systrom, Instagram’s CEO, provided an interesting example of why we need to understand and focus on consumer needs, instead of being dazzled by product features. Talking about the launch of Instagram Stories, in an interview with Kara Swisher for the Recode Decode podcast, he said: We found that the biggest problem people had with … Continue reading Instagram: one product, two needs
Want feedback? Ask your customers… or maybe not
A trip to the gym last weekend resulted in an unexpected market research lesson, which I talked about on Snapchat*: Our usual instructor had been away on the previous weekend, and had been temporarily replaced by somebody else. This one had a very peculiar style – ‘though love’, if you wish. He kept telling … Continue reading Want feedback? Ask your customers… or maybe not
Ana Canhoto 