Download - Listening through customer insights
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Turning data into action is the top organizational issue facing business leaders and marketers today. Source: IBM Global Report
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Established in 1998, Privately held
Located in downtown Toronto
Award Winning, Industry Leadership
A fusion of research, consulting and design
Quick Facts.
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Market Research 101
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What is Market Research?
-the organized practice of gathering information about target markets or customers
The Who?
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Why you need to do it!
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Good vs. Bad Questions
Q1. Do you know the main usage of Prebiotics?- Yes- No- No sure
Q2. To the best of your knowledge, which of the following statements about Prebiotics usage is correct (please don’t guess)?- Prebiotics are used to treat high cholesterol- Prebiotics are used to restore healthy bacteria- Prebiotics are used to feed healthy bacteria- Prebiotics are used to kill harmful bacteria- Don’t know
While over 50% of the respondents in the general adult population responded “Yes” to Question 1, only 13% were able to answer correctly for Question 2 (“Prebiotics are used to feed healthy bacteria”).
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Good vs. Bad Questions
Q. Why do you like our magazine?- Because it’s informative- Because it’s available on line- Because it’s free- Because it has great ads- Other (please specify)
Well, if one conducts this survey to better understand his or her customer, wouldn’t it be more meaningful to ask what is missing in the magazine and what can be improved?
Q. How much would you pay for the product?- $10.99- $11.99- $12.99
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Comparison of Options
Online Panels DIY Communities/Crowd Sourcing
Profiling Strong Limited Limited
Work involved Limited Heavy Limited
Cost $/$$ $ $/$$/$$$
Technical Capabilities
Strong Limited Strong
Creative Capabilities
Medium/Strong Limited Strong
Research Understanding
Limited/medium Medium/strong Limited/medium/strong
Rigour Medium/strong Medium/Strong
Limited/medium/strong
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Technical Possibilities
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Technical Possibilities
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Do customers believe brands are really listening to them?
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91%91%feel it’s
important for brands to offer a
feedback channel and test new ideas
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69%69%provided
feedback to a brand in
the past year.
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feel that
brands are
more receptive to feedback today than 3 years ago.
50%50%
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WHY?WHY?
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Voice of the Customer Data
Support tickets
Contact Data
Lead source
Order history
Contact Information
Customer Satisfaction
Social Media Conversations
Product EnhancementFeedback
Support Experience
Research
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What do customers want in return for their feedback?
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ACTIONACTION
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69%
Acknowledge or reply
message
40%
Evidence that you took
action
31%
Extrinsic reward
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Cost Effective Ways Start Ups Can Collect Insights
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Secondary Data
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DIY Insights
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CSATs
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Social Monitoring.
Monthly Reporting
Social Monitoring
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Weekly survey of 1000 Canadians
Demographically representative of Canadian Population
Results include your proprietary questions cross-tabulated by key demographic variables (age, region, gender, income)
Ask 1 Question for Quick Insight
Omnibus
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1-on-1 Interviews
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Online Usability Testing.
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Generation5 has created an algorithm that “predicts” how every residential postal code in Canada is demographically evolving with 98% accuracy; data can be used to target your best customers
Environics Analytics provides companies the ability to understand habits and trends of Canadians in every postal code via their proprietary Prizm C2 Segmentation algorithm
Aggregated Data
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Crowdsourcing Modules
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The Role Insights Can Play in Innovation
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CUSTOMER EXPERIENCE MAPPING
Today's path-to-purchase is non-linear and dynamic. Customers use multiple channels, devices and expect a seamless, integrated and consistent experience.
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What is a Customer Journey Map?A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-purchase for a product, service or brand.
• Remind or trigger a need
• Recognize I have a problem
• Address a pain point
• Remind or trigger a need
• Recognize I have a problem
• Address a pain point
• I don’t know what I don’t know
• Draw me a scenario
• I have questions
• I don’t know what I don’t know
• Draw me a scenario
• I have questions
• Deal with the immediate need
• Be relevant• Personalize• Partnership• Privacy/trust
• Deal with the immediate need
• Be relevant• Personalize• Partnership• Privacy/trust
• Clarify• Validate• Satisfaction• Reality
• Clarify• Validate• Satisfaction• Reality
• Anxious• Defensive• Distracted• Hopeful
• Anxious• Defensive• Distracted• Hopeful
• Ambivalent• Curious• Guarded• Open
• Ambivalent• Curious• Guarded• Open
• Interested• Frustrated• Excited• Feel good
• Interested• Frustrated• Excited• Feel good
• Resolved• Loyal• Confident
• Resolved• Loyal• Confident
Relevance, trust, fear, acknowledgement, time, convenience, distraction
Relevance, trust, fear, acknowledgement, time, convenience, distraction
Style, approach, language, expectations, time, knowledge of client
Style, approach, language, expectations, time, knowledge of client
Literacy, risk tolerance, convenience, time,
commitment
Literacy, risk tolerance, convenience, time,
commitment
AttractAttract InteractInteract EngageEngage ConvertConvert
Trigger a needTrigger a need Understand the need
Understand the need Provide solutionsProvide solutions ActAct
Needs
Objectives
Barriers
Feelings
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What is a Customer Journey Map?M
ap
Act
ion Mobile
App
QR /UPCCode
Click to
Chat
Front Line Staff
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-purchase for a product, service or brand.
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What is a Customer Journey Map?A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-purchase for a product, service or brand.
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Operational Operational ImprovementsImprovements..Direct-to-Consumer business increased from 9% to 30%Unique visitors increased by 15%Online Applications increased by 38%
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Branded Branded utility to support utility to support their travel experience.their travel experience.
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Why create a Journey Map?
Recognize customer pain points Improve the experience Prioritise business objectives Deploy resources effectively Increase revenue & profit
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Crowdsourcing
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Crowd Sourcing
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Future of Market Research in Canada
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Mobile Environment
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Dashboards
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Holistic View of Data (Big Data)
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Customer Journey Mapping
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Data Enablement
-Data Simulators-Real Time Data Visualization-Data and Augmented Reality
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How Research Can Make You a Thought Leader
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Research for Presentations
-Conferences are looking for data to back up point of view-90%+ of all presentations at the CMA national conference had a research metric in the presentation-Consumable pieces of research in presentations have the ability to go viral
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Press Releases/Marketing Materials
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-Credibility-Expertise-Understanding
Thought Leadership as a Sales Generator
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It's all about capturing customer insights and
acting on them!
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THANK YOU. THANK YOU.