SPARK
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.
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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
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…
Get to Know the Next Generation: 24 Stats About Gen Z
Gen Z, the generation born roughly between 1997 and 2015 (ages 3 to 21 in 2018) currently make up over a quarter of the U.S. population. They are expected to be the most ethnically diverse generation and already influence over $166 billion worth of household spending. As this generation continues to mature and starts to…
5 Ways CX Is Like Dating
All marketers want to create the kinds of experiences and interactions that engender loyalty and encourage customers to become brand advocates. But just like the dating experience, the customer journey from awareness to brand advocacy isn’t always predictable or easily navigated. As customers go through the stages from awareness to advocacy…
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.
3 Ways to Create Customer-Centric B2B Buyer Experiences
Inside every B2B buyer, there lives a B2C customer. It’s an obvious observation, but an important one for B2B marketers to keep in mind. As B2C customers, we have higher expectations than ever before for easy access to information, quick response to questions, and personalized brand interactions…
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.
How Is Automation Transforming Market Research? 3 GRIT Report Takeaways
An ongoing topic in market research is how advances in automation are reshaping our industry. In fact, that’s the main focus of the latest Greenbook Research Industry Trends report (GRIT). The Q1-Q2 2018 GRIT report covers the market research trends, about the ways advances in automation impact how…
Elicit Emotion: Using Emojis in Marketing Research
Emojis aren’t just for text messaging anymore. What started as a short-hand way to inject humor and emotion when texting has now entered the world of marketing communications. Why is that? According to Keith Broni, an emoji researcher and interpreter with Today Translations, “Emojis humanize business…
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…
Want to Hit a New Product Home Run? Avoid These 5 Product Development Research Misses
What’s one thing all successful new products have in common? They fulfill a true customer need in a new and meaningful way. Sounds simple, but it’s not. While there’s no single path to any breakthroughs, conducting strategic new product research across the development process increases the…
Connecting the Dots: The Link Between Employee Engagement & Customer Experience
Marketers recognize the strong connection between employee engagement and the quality of a brand’s customer experience. For instance, according to the Temkin Group’s Employee Engagement Benchmark Study, highly engaged employees are more than four times as likely to do something good for the…
