SPARK

Educating. Guiding. Inspiring.

Help Wanted: Labor Shortage Impacts on CX & EX

Help Wanted: Labor Shortage Impacts on CX & EX

We’ve all seen the signs. The “Now Hiring” signs. And depending on the business, the message on those signs may vary from being fairly straightforward to conveying a level of desperation. Chalk it up to a perfect storm of a pandemic, businesses reopening all at once, The Great Resignation, and a whole host of other factors resulting in job openings reaching historic levels.

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4 Ways Your Organization Wins When You Work with Women-Owned Businesses

4 Ways Your Organization Wins When You Work with Women-Owned Businesses

Does anything strike you about the photo above? (Other than the fact that everyone seems to be having a marvelous time?) The image captures one of the many unique and distinguishing qualities that sets The DRG apart within the marketing research and consulting industry. Women make up 75% of The DRG’s…

Bank Switching Is Easier Than Ever, So How Do You Make Customers Stick?

Bank Switching Is Easier Than Ever, So How Do You Make Customers Stick?

Challenging economic situations have heightened consumers’ need to take greater control over their financial future. They are looking for financial institutions who can help them achieve their goals with more favorable rates and lower fees plus digital tools that make it simpler to complete banking tasks and transactions.

Adaptive Resilience

A revelation in doing business.
A revolution in staying relevant.

3 Weak Links That Can Lead to Brand Switching

3 Weak Links That Can Lead to Brand Switching

The challenge of retaining customers and building brand loyalty is nothing new. What’s new is how the shifts in consumer needs and expectations, based on the events of 2020 that have bled into 2021, are affecting brand perceptions and purchase decisions.

Big Tech is Coming for Your Industry

Big Tech is Coming for Your Industry

Today, many brands are facing new competitive threats from big tech companies like Facebook, Amazon, Microsoft, Google, and Apple (FAMGA) as well as retail giants like Walmart. Big tech has been taking serious steps to enter new industries ranging from health insurance to healthcare, financial…

Digital Banking Research: It’s More Than UX Testing

Digital Banking Research: It’s More Than UX Testing

Without a doubt, consumer adoption of digital banking products, services, and communication channels will continue accelerating. In fact, many industry experts predict that banking is moving toward becoming a digital-first customer experience. As that takes place, digital solutions will need to become more than alternate ways to complete common banking transactions.

6 Signs Your Brand Positioning May Need Refreshing

6 Signs Your Brand Positioning May Need Refreshing

Remember that pause on advertising back in the early days of the pandemic? To avoid sounding insensitive or tone-deaf, many brands stopped for a moment to rethink their messaging. What we didn’t know then was how long the ongoing health crisis would linger.

2021 Marketing Research Trends: Deepening CX Knowledge

2021 Marketing Research Trends: Deepening CX Knowledge

The significant shifts in customer needs, expectations, and behaviors taking place in 2020 are driving many of the 2021 marketing research trends. Across virtually every industry, there is a heightened need for research that helps marketers quickly respond to changing customer expectations.

What Is the Purpose of Your Brand?

What Is the Purpose of Your Brand?

Many consumers recognize and care about the ways their purchase decisions impact society. This leads them to choose brands that align with their values like supporting sustainability, donating to worthy charities, or advocating for social issues. That’s where the power of a strong brand purpose comes into play. The purpose of your brand is…

The Secret Sauce to Generating Insights

The Secret Sauce to Generating Insights

Customer data is one thing many marketers have in abundance. Yet, to guide sound business decision-making, marketers need more than a series of scores. They need to generate insights based on strategic marketing research. But what is an insight and how is it different from an observation?

Research Reveals Consumer Needs for Banking Advice

Research Reveals Consumer Needs for Banking Advice

The COVID-19 pandemic continues to pose serious health concerns. At the same time, its impact on our economy is also taking a toll on consumers. We’ve been monitoring how consumers are dealing with the impact of the health crisis on their financial well-being and what it means for the banking industry.

How Brands Pivot in the Face of Uncertainty

How Brands Pivot in the Face of Uncertainty

Nearly every business is needing to reassess their long-term strategic plans as the world adapts to the realities of the COVID-19 era. While it’s unclear how long it will take for the pandemic to subside and for our economy to recover, organizations need to begin planning ahead for the next stage.

New Research: Consumers’ Shifting Healthcare Expectations

New Research: Consumers’ Shifting Healthcare Expectations

As the world continues to adapt to life during the pandemic, consumers who’ve had to postpone or even cancel non-COVID-19 related healthcare are starting to think about rescheduling appointments. We recently launched the second wave of a nationwide syndicated study to gauge consumers’ healthcare perceptions, concerns, and…

Lessons from The DRG’s Largest Remote Work Experiment

Lessons from The DRG’s Largest Remote Work Experiment

In February 2020, Time magazine published an article titled, “The Coronavirus Outbreak Has Become the World’s Largest Work-From-Home Experiment.” Well, it certainly is that for all of us at The DRG. While we are not new to having a remote workforce, we learned quite a bit after transitioning from 10% to nearly 100% remote operations.

Help Wanted: Labor Shortage Impacts on CX & EX

Help Wanted: Labor Shortage Impacts on CX & EX

We’ve all seen the signs. The “Now Hiring” signs. And depending on the business, the message on those signs may vary from being fairly straightforward to conveying a level of desperation. Chalk it up to a perfect storm of a pandemic, businesses reopening all at once, The Great Resignation, and a whole host of other factors resulting in job openings reaching historic levels.

4 Ways Your Organization Wins When You Work with Women-Owned Businesses

4 Ways Your Organization Wins When You Work with Women-Owned Businesses

Does anything strike you about the photo above? (Other than the fact that everyone seems to be having a marvelous time?) The image captures one of the many unique and distinguishing qualities that sets The DRG apart within the marketing research and consulting industry. Women make up 75% of The DRG’s…

Bank Switching Is Easier Than Ever, So How Do You Make Customers Stick?

Bank Switching Is Easier Than Ever, So How Do You Make Customers Stick?

Challenging economic situations have heightened consumers’ need to take greater control over their financial future. They are looking for financial institutions who can help them achieve their goals with more favorable rates and lower fees plus digital tools that make it simpler to complete banking tasks and transactions.

3 Weak Links That Can Lead to Brand Switching

3 Weak Links That Can Lead to Brand Switching

The challenge of retaining customers and building brand loyalty is nothing new. What’s new is how the shifts in consumer needs and expectations, based on the events of 2020 that have bled into 2021, are affecting brand perceptions and purchase decisions.

Big Tech is Coming for Your Industry

Big Tech is Coming for Your Industry

Today, many brands are facing new competitive threats from big tech companies like Facebook, Amazon, Microsoft, Google, and Apple (FAMGA) as well as retail giants like Walmart. Big tech has been taking serious steps to enter new industries ranging from health insurance to healthcare, financial…

Digital Banking Research: It’s More Than UX Testing

Digital Banking Research: It’s More Than UX Testing

Without a doubt, consumer adoption of digital banking products, services, and communication channels will continue accelerating. In fact, many industry experts predict that banking is moving toward becoming a digital-first customer experience. As that takes place, digital solutions will need to become more than alternate ways to complete common banking transactions.

6 Signs Your Brand Positioning May Need Refreshing

6 Signs Your Brand Positioning May Need Refreshing

Remember that pause on advertising back in the early days of the pandemic? To avoid sounding insensitive or tone-deaf, many brands stopped for a moment to rethink their messaging. What we didn’t know then was how long the ongoing health crisis would linger.

2021 Marketing Research Trends: Deepening CX Knowledge

2021 Marketing Research Trends: Deepening CX Knowledge

The significant shifts in customer needs, expectations, and behaviors taking place in 2020 are driving many of the 2021 marketing research trends. Across virtually every industry, there is a heightened need for research that helps marketers quickly respond to changing customer expectations.

What Is the Purpose of Your Brand?

What Is the Purpose of Your Brand?

Many consumers recognize and care about the ways their purchase decisions impact society. This leads them to choose brands that align with their values like supporting sustainability, donating to worthy charities, or advocating for social issues. That’s where the power of a strong brand purpose comes into play. The purpose of your brand is…

The Secret Sauce to Generating Insights

The Secret Sauce to Generating Insights

Customer data is one thing many marketers have in abundance. Yet, to guide sound business decision-making, marketers need more than a series of scores. They need to generate insights based on strategic marketing research. But what is an insight and how is it different from an observation?

Research Reveals Consumer Needs for Banking Advice

Research Reveals Consumer Needs for Banking Advice

The COVID-19 pandemic continues to pose serious health concerns. At the same time, its impact on our economy is also taking a toll on consumers. We’ve been monitoring how consumers are dealing with the impact of the health crisis on their financial well-being and what it means for the banking industry.

How Brands Pivot in the Face of Uncertainty

How Brands Pivot in the Face of Uncertainty

Nearly every business is needing to reassess their long-term strategic plans as the world adapts to the realities of the COVID-19 era. While it’s unclear how long it will take for the pandemic to subside and for our economy to recover, organizations need to begin planning ahead for the next stage.

New Research: Consumers’ Shifting Healthcare Expectations

New Research: Consumers’ Shifting Healthcare Expectations

As the world continues to adapt to life during the pandemic, consumers who’ve had to postpone or even cancel non-COVID-19 related healthcare are starting to think about rescheduling appointments. We recently launched the second wave of a nationwide syndicated study to gauge consumers’ healthcare perceptions, concerns, and…

Lessons from The DRG’s Largest Remote Work Experiment

Lessons from The DRG’s Largest Remote Work Experiment

In February 2020, Time magazine published an article titled, “The Coronavirus Outbreak Has Become the World’s Largest Work-From-Home Experiment.” Well, it certainly is that for all of us at The DRG. While we are not new to having a remote workforce, we learned quite a bit after transitioning from 10% to nearly 100% remote operations.

Listening to Consumers in This Season of Uncertainty

Listening to Consumers in This Season of Uncertainty

By now, every one of us is dealing with the harsh reality of the global health crisis brought on by the coronavirus pandemic. This much is clear, a season of uncertainty has begun. Amid the turmoil and stress of serious health concerns, social distancing, and economic upheaval, Americans across the country are finding the need to create new means of connection and community with one another.

Socialize Marketing Research to Share the Customer Story

Socialize Marketing Research to Share the Customer Story

What’s the single, most critical step in the marketing research process? Would you say it’s clearly defining the business problem at hand? What about ensuring you’re gathering feedback from the right target audience? Of course, you can’t underestimate the importance of asking questions in just the right way to get the information needed or verifying the quality and accuracy of your data.

2020 Market Research Trends: Impacting Researchers’ Roles

2020 Market Research Trends: Impacting Researchers’ Roles

If we had to use only one word to describe the 2010’s, it would be disruption. Across nearly every industry, the way we do business has changed with the emergence of the gig economy, rapid advancements in technologies like AI, VR, and machine learning, and of course, the impact of the ‘Amazon effect.’

Meet the DRG Team – Jill Carnick

Meet the DRG Team – Jill Carnick

At The DRG, we strive to develop strong, relationships with our clients. Getting to know them personally and truly understanding their business goals and the challenges they face is one way that helps us better serve our client’s needs.

3 Reasons Your Brand Needs a Personalization Strategy

3 Reasons Your Brand Needs a Personalization Strategy

There’s little doubt that having a marketing personalization strategy can help turn prospects into customers and increase their engagement with your brand. In fact, companies who don’t communicate with customers in a personalized manner leave themselves vulnerable to brand switching.

Are You Setting Your Sights on the Right North Star Metric?

Are You Setting Your Sights on the Right North Star Metric?

A North Star Metric is commonly described as the one metric that matters most to a company. It reflects the core value an organization delivers to its customers, which should align with the company’s growth strategy. Yet, determining which metric makes most sense…

Meet The DRG Team: Nikki Riggleman

Meet The DRG Team: Nikki Riggleman

Every now and then, we like to take the opportunity to introduce you to members of our DRG team. In previous articles, we talked with our President & CEO, Lanie Johnson, Shelley Ahrens, VP of Research Services, and Ron Rawski, our VP of Technology & Administrative Services.

Win-Loss Research: The Secret to Success is in the Strategy

Win-Loss Research: The Secret to Success is in the Strategy

If you have ever felt the sting of losing a customer to a competitor brand, you’d be in good company. Even brands with the most loyal customer base aren’t immune to losing a sale to the competition. There is, however, a way to transform the pain of lost customers into a tremendous learning opportunity! It’s called win-loss research. From a tactical standpoint,…

11 Stats on Customer Experience Deal Breakers to Avoid

11 Stats on Customer Experience Deal Breakers to Avoid

We’ve pulled together 11 revealing statistics to illustrate the negative impact customer experience deal breakers can have on your brand relationships and ultimately, the bottom line. They include things like frustrating interactions with branded content, invasive personalization tactics, and the consequences of poor customer service.

Three Things All Strong Brands Have in Common

Three Things All Strong Brands Have in Common

A strong brand is one that can stand the test of time. It exists to make a difference in people’s lives – the love of the customers who benefit from its products and services and the employees who work hard to deliver them. Many factors impact the ultimate success of a brand, but there are three things all strong…

7 Reasons for Measuring Ad Effectiveness

7 Reasons for Measuring Ad Effectiveness

How do you know if your advertising is really getting the job done? The answer: measuring ad effectiveness with marketing research. Gathering feedback from your target audience before, during, and after launch helps you make data-based decisions about your marketing strategy.

Don’t Judge a CX Metric by Its Number

Don’t Judge a CX Metric by Its Number

It can be easy to get caught up in the excitement of scorekeeping when monitoring your brand’s customer experience metrics. However, the true value of your marketing research lies in the knowledge you gain about your customer experience based on the story the data reveals, not the numbers themselves.

Hybrid Qual/Quant Research: The Best of Both Worlds

Hybrid Qual/Quant Research: The Best of Both Worlds

There was a time when upfront conversations with clients about their research needs started out in one of two ways, either “We need to do some groups,” or “We need to do a survey.” These days, the options are no longer limited to a purely qualitative or quantitative approach. In fact, it’s becoming more…

Meet The DRG Team: Shelley Ahrens

Meet The DRG Team: Shelley Ahrens

This article is the third in a series of blogs where we interview members of our DRG team to share a little bit about who we are and why we love the work we do. Here, we introduce you to Shelley Ahrens, Vice President of Research Services. Shelley has been with The DRG for over 18 years and is an important member of our Senior Management Team.

The Secret to Segmentation Research Success

The Secret to Segmentation Research Success

Market segmentation research sometimes gets a bad rap. For one, segment profiles tend to be more conceptual in nature than the results from other research studies. They also require careful interpretation and a fair amount of collaboration when putting them to use across your organization.

Meet The DRG Team: Lanie Johnson

Meet The DRG Team: Lanie Johnson

At The DRG, we are fortunate to have three inspiring individuals on our Senior Management Team who set the strategic direction for our firm and serve as mentors to all our employees. Leading that charge is our President and CEO, Lanie Johnson. Recently, we sat down with Lanie to learn what it means…

Listening to What’s Said and Unsaid: The Value of In-Person Qualitative

Listening to What’s Said and Unsaid: The Value of In-Person Qualitative

We live in a world where technologies like mobile apps, the Internet of Things (IoT), and artificial intelligence (AI) are becoming common place, and the world of marketing research is certainly not immune to it. For instance, mobile surveys using apps to collect data rather than via web…

Is Your Tracking Research Keeping Up with the Times?

Is Your Tracking Research Keeping Up with the Times?

There’s a delicate balancing act required when it comes to keeping tracking studies relevant. On the one hand, your tracker needs to be consistent from wave to wave. Otherwise you can’t be sure whether shifts in responses are due to your business efforts or questionnaire changes.

4 Principles of Successful Online Communities

4 Principles of Successful Online Communities

Online communities have proven to be a convenient source for collecting in-depth feedback from customers and prospects alike. What was once an emerging marketing research trend, use of online communities as a research tool has now become mainstream…

Consumer Co-Creation: Using Research to Create the Future

Consumer Co-Creation: Using Research to Create the Future

The idea of consumer co-creation has always been at the heart of marketing research. Whenever a consumer shares their opinions, customer experiences, or perceptions with you, they’re helping create the future for your brand. However, to maintain objectivity, traditional marketing research keeps a certain distance between consumers and brand marketers.

Gamification in Marketing Research – Is it Time to Get in the Game?

Gamification in Marketing Research – Is it Time to Get in the Game?

Long before the first person rigged a carrot stick in front of a horse, the motivating benefits of gaming techniques have been a part of human society. Today, the term ‘gamification’ is becoming more common in marketing discussions, but not everyone defines it in the same way.

Beyond Navigation: Get the Most from Website Usability Research

Beyond Navigation: Get the Most from Website Usability Research

The role of brand websites has evolved well beyond serving mainly as information sources. They’ve become interactive communication tools that can either enhance or diminish your brand relationships. That’s why it is so critical to collect usability feedback from visitors to ensure you have the…

Steps Toward Securing Customer Experience Research Support

Steps Toward Securing Customer Experience Research Support

Many companies have some type of customer experience (CX) research program in place. You may already be conducting an annual survey or collecting comment cards to gather customer feedback. However, in order to make the most of your CX research program, you may find…

Maximize the Value of Your CX Program

Maximize the Value of Your CX Program

In today’s customer-centric marketing landscape, most companies understand the value of having a customer experience (CX) research program in place to identify ways to improve their customers’ brand interactions. Finding ways to maximize the value of your customer experience research program is…

7 Tips for Conducting Multicultural Research

7 Tips for Conducting Multicultural Research

It’s no surprise that American society is in a state of constant flux. Our country’s demographic make-up continues to shift. Technology advances are impacting product categories across the spectrum. The use of mobile devices is influencing not only how we communicate with each other…

Net Promoter Score – Going Beyond the Ultimate Question

Net Promoter Score – Going Beyond the Ultimate Question

In 2006, the Net Promoter Score (NPS) metric took the business world by storm, when Fred Reichheld, of Bain & Company, published The Ultimate Question: Driving Good Profits and True Growth. Based on his research, Reichheld proposed that by asking customers a single question…

Let Projective Techniques Reveal Your Brand Promise

Let Projective Techniques Reveal Your Brand Promise

As we wrote in our eBook, Are You Delivering on Your Brand Promise?, to develop or refine your brand promise, you need to understand your brand from your customers’ perspective. Qualitative research is frequently used to uncover consumers’ brand perceptions, giving researchers…

Goal-Setting: How Do You Measure Success?

Goal-Setting: How Do You Measure Success?

Any discussion about goal-setting needs to start with understanding where you currently stand. In the words of James Baldwin, the 20th-century writer, “If you know whence you came, there are absolutely no limitations to where you can go.” These words of wisdom remind us that to reach a goal, we…

4 Lesser Known Benefits of CX Insights

4 Lesser Known Benefits of CX Insights

As described in our eBook, 6 Steps for Launching CX Insights, an effective customer experience (CX) program can help you reduce churn, enhance complaint management, identify and resolve critical customer issues, and increase customer loyalty. And, of course, all of those in turn help lead to…