3 Ways To Convert Customers Into Innovators
As noted in a Fast Company article, innovation starts with listening to your customers. They can tell you what they need, why they need it, what problems it will solve for them and how it will make them feel. You can learn how to harness customer insights into discovering new products services, or changes to [...]
Read MoreHow To Leverage Online Qualitative Research, Part II
An Opportunity for Market Segmentation In a recent post, we described how online qualitative research can lower the cost of some respondent incentives. Below, we discuss how this same methodology can lead marketers and consultants to a better understanding of market segments. Segment identification Many marketers are not sure how to segment their customer [...]
Read MoreThree Reasons Why Outsourcing Employee Surveys Makes Sense
Investment in retaining employees has a higher payoff than hiring new individuals, so current economic conditions dictate that it is now critically important to monitor employee satisfaction. Management consultants can deliver higher ROI for their clients when they know if gathering data to reflect this sentiment can be conducted by the company itself (or by [...]
Read MoreHow to Leverage Online Qualitative Research, Part I
Making respondent assignments more affordable Most marketers and consultants know what to look for in the implementation of in-person qualitative research techniques. However, many aren’t aware of easy ways to maximize their return on investment when using these qualitative techniques in an online environment. Hence, the first in our series on maximizing the use of [...]
Read MoreFive Rules For Employee Surveys that Sing
When a client is facing organizational change or an internal assessment, the best consultants look to employee satisfaction surveys to provide guidance and direction in their efforts. By following the following five guidelines, these consultants can achieve the best results for their clients: Carefully define the objectives of the study, and what you want to [...]
Read MoreFour Ways To Find Profitable Client Relationships
In an earlier post, we revealed why it is important to evaluate RFPs before bidding. Some readers asked for more indicators by which to judge whether or not their firm or agency should bid on projects: Fit for other prospects: This is where it makes sense to look ahead. Will this project or client position [...]
Read MoreHow You Can Create Value For Your Clients
By now, most people have heard that Netflix has decided to abandon its newly-formed Qwikster division. Given the negative feedback to the creation of Qwikster all over the blogosphere, it’s hard to imagine that Netflix asked any of its customers what they wanted. In fact, an article in the Christian Science Monitor analyzing the situation [...]
Read MoreBecome A Marketing Hero, Part 3
Create Dynamic Partnerships The easiest way to immediately generate great returns for your clients is to form partnerships with others (e.g., designers, strategists, researchers). This type of “teaming” approach can fill gaps in your knowledge base, generate deliverables in which you don’t necessarily want to be involved at a hands-on level, or provide specific niche [...]
Read MoreDon’t Try To Be A Round Peg In A Square Hole
Most marketing consultants and advertising agencies believe they can help any client. Every RFP is viewed as an opportunity for not only another project, but one in which your expertise will be valued. However, consultants and agencies should carefully evaluate each RFP along several criteria. While you want to maximize your chance of winning the [...]
Read MoreBring Power To Your Client Through Product Testing
A recent article in The New York Times reveals how Unilever leveraged product and image testing to determine the best way to launch its Knorr Homestyle Stock brand in the United States. Company executives maximized the return on their research dollars to not only determine the benefits consumers wanted in the product (in this case [...]
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