We live in an era of big data. But does access to big data actually translate into better insights? Not unless you have an effective method to distill it down and translate it into a story that’s both digestible and meaningful.
The Infinite Loop: How Great Insights and Customer Empathy Drive Each Other
May 5, 2022
There’s an amazing synergy between great customer insights and customer empathy and tapping into that synergy is a critical part of my job as a qualitative researcher. Here, I take a deeper look into customer empathy and its value to building strong customer relationships.
DEVELOPING EFFECTIVE MESSAGING YOUR SALES TEAM CAN RUN WITH
March 28, 2022
There’s a lot riding on your sales messaging so getting your messaging right is crucial. Your messaging needs to be interesting, informative, persuasive, and convincing enough to drive a call to action… no big deal, right? Here are some tried-and-true tips on setting up a process to arm your sales team with the right message.
Five Ways Insights Can Help Product Teams Fine-Tune Their Focus
March 24, 2022
Voice of the Customer (VoC) insights can help a team fine-tune its focus and ensure that product marketing and product development are aligned behind an accurate picture of the customer. Here are some of the ways…
UNEXPECTED BENEFITS OF CONDUCTING QUALITATIVE RESEARCH ONLINE
March 8, 2022
Mostly out of necessity, we’ve been conducting remote, in-depth interviews (IDIs) and focus groups with consumers in their homes. Now, 2+ years into this “new normal,” it’s interesting to assess the unexpected benefits we’ve seen doing all our qual online, and how, moving forward, we may be better off for it.
Best Practices for Uncovering Unmet Customer Needs
February 15, 2022
Uncovering your customers’ unmet needs is a key activity in the “Exploration” phase of the Pragmatic Marketing Framework, where we ask two questions: What challenges, frustrations, and unmet needs do consumers have? How are current competitive offerings addressing these?
WE THINK WE KNOW OR WE KNOW WE THINK: HOW THE RIGHT MIX OF RESEARCH FUELS INSIGHTS VALIDATION
February 4, 2022
We THINK we know what our customers want and how to deliver to them. But, more often than not, we realize that what we think we know is different than what we actually know or what we knew in the past is only what we think we know now. It’s that seed of doubt that drives those of us involved in market research to validate the insights we think we know…
THE POWER OF STORY: CREATING A MESSAGE THAT RESONATES
January 27, 2022
Product marketers that can tap into proven methods of story creation can effectively create product stories that better resonate with their consumers and elicit an emotional response. Here are some critical things you should think about while building out your product story…