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.
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.
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.
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…
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 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…
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…
If a picture is worth a thousand words, then a story is likely worth a thousand pictures. In market research, where you may have hundreds or thousands of data points, data storytelling is an essential skill to effectively communicate and influence your audience in a clear, concise, compelling, manner.
Delivering bad news can be essential to addressing the challenges a client is facing and identifying real areas of opportunity and improvement. Here are some tips to being the bearer of bad news that I’ve developed and refined in my 20+ years of marketing research consulting work…
Recently, as part of Insights Marketing Week, Julia Eisenberg EVP at Aspen Finn Research and I were asked to share backstories of how we developed (or in Julia’s case re-developed) the brands for our respective market research companies. Watch our recorded session…