Personalizing Your Marketing Research

Customized_researchAs users of marketing research intelligence, we recognize the merits of custom marketing research clearly outweigh a one-size-fits-all approach. Studies designed around precise objectives yield outcomes specifically addressable to those objectives. With all that said, a recent experience as a survey participant prompted me to think of opportunities to take our customization even further. This began thanks to a restaurant that I visit frequently sending me a questionnaire where I became a highly involved participant. Little did I know that the information I was about to provide would be leveraged into action for my INDIVIDUAL benefit. Following is how the process played out as well as ideas going forward on how you can personalize marketing research to your customers’ benefit.
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From the Trenches: A Discussion on Customer Loyalty

Tom Connelly: Until recently, you could not turn on a TV or go online without seeing the buzz surrounding the release of the new iPhone 5. Along with the release came impassioned reviews and critiques – is the new design better?
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Feel, Think and Act: Decomposing Brand Affinity

We’ve all struggled with defining brand affinity.  For example, the car industry itself can be confusing. Do we really drive a Mercedes because of its high-caliber engineering? Do we drive a Volvo because of its safety?

The answer to these questions is never really that clear.
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