Spark
Meaning, context, and the top-of-mind issues
influencing your business’s CX, EX, and BX
Brand Trust: Optimism or Cynicism Ahead in 2022?
In 2021, brand trust became even more of an it factor, the new currency if you will, for many brands looking to emerge from the pandemic. As 2022 approaches, all signs point to brand trust remaining essential to relevancy. But 2021 gave us conflicting takes on brand trust. One group of global brand trust researchers at Havas declared in its Meaningful Brands Report 2021 that we are in the ‘Age of Cynicism.’
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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
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
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.
Adaptive Resilience
A revelation in doing business.
A revolution in staying relevant.
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
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
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…
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.
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…
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…
Finding CX Gold Isn’t a Matter of Luck – Let Segmentation Research Be a Guide
Break-through customer insights can come from many sources. But have you considered how findings from customer segmentation research can uncover meaningful CX insights? Segmentation research fosters a deeper understanding of your customers’ needs, motivations, and experiences.
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
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
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.
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