SPARK
How to Get the Most Value from Your B2B Customer Research
The ultimate goal of your B2B customer research is to gain a deeper understanding of what customers want and need from your brand so you can build stronger relationships and improve their overall experience.
Get the latest content first.
Receive The DRG Spark blog in your inbox.
Are You Getting All You Need from Your Marketing Research Program?
As the year draws to a close, we naturally start reflecting on the past. What went well over the last year, what didn’t, and why? Asking these questions of your marketing research program is a good practice, especially as you begin planning your future research needs. Does your marketing research strategy give you a better understanding of your customer and…
Is Your Advertising Working Hard Enough?
There are many facets to understanding whether your advertising strategy is getting the job done. Is it reaching the right people? Does it leave a lasting impression in your consumers’ minds? What impact is it making on consumer perceptions and attitudes about your brand? Does it move people to take…
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…
