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

Who wants 4G?

This afternoon, I am delivering a talk at the Oxfordshire branch of BCS, the Chartered Institute for IT. More details here. In this talk, we put technology to the side and focus, instead, on the social and psychological needs of mobile phone users. This is the slide set for the session. As usual, I would … Continue reading Who wants 4G?

Benefits of using social media in target marketing

The practice of profiling the different needs and preferences of customers in a market, in order to decide which groups to focus on and how best to serve them, is a well established one in marketing. The process may be broadly divided in three steps, namely: Moira Clark, Paul Fennemore and myself set out to … Continue reading Benefits of using social media in target marketing

The importance of asking ‘why’

My friend Tim Kourdi brought my attention to this presentation by Professor Clayton Christensen about a market research study done with milkshake consumers: If you abstract from the presentation's background and the fact that he keeps describing the act of buying food items as 'hiring' ***seriously, what's going on there?*** this is, actually, a neat … Continue reading The importance of asking ‘why’