Bogus Changes in Tracking Studies

Bogus Changes in Tracking Studies

The next time you analyze the results of your customer satisfaction or brand loyalty tracking study, and you notice an upward or downward shift, ask yourself this: Is it reasonable to think that certain customers—either the happy ones or the unhappy ones—were more willing to give you their opinions than the other group? If so,…

Versta Research Post

Fifteen Basics of “Brand Smart” Research

This past week the American Marketing Association in Chicago held its 2011 annual BrandSmart conference, bringing together top-level marketers from companies such as Groupon, Motorola, Allscripts, Cars.com, Deloitte, Coldwell Banker, Accenture, Hospira, Walgreens, Blue Cross Blue Shield, Grainger, Morningstar, and many others, all of whom shared the newest strategies and case studies for brand building…

Versta Research Post

Research Should Focus on Your Customers, Not on Your Products

An article in the most recent issue of the Harvard Business Review (“Rethinking Marketing”) argues that marketing is shifting from being product-centric to being customer-centric.  The old method was to develop a portfolio of products, build a team around each product, find the customers who need that product and market it to them.  The emerging…