Five years ago there were too many surveys, and today there are WAY too many surveys. They’ve taken over management functions and customer service departments. Have a complaint? Forget calling customer service (and good luck finding them). The best way get your complaint addressed is to give a low survey score, and, pronto, somebody contacts…
There are plenty of good reasons to use Net Promoter Scores (NPS). They are based on sound measurement, are simple to use, are conceptually compelling, and are widely known by business executives outside of market research. But you know something is amiss when your bank starts asking how likely you are to recommend the online…
Getting research used is one of the toughest challenges market research professionals face. And we all agree (at least I hope we do) that it’s the most important part of what we do. It matters that the internal consumers of our work are actually using it. That we’ve turned data into stories that are understood.…
Just last week a client proposed having their salespeople recruit customers to take the loyalty and satisfaction survey we had launched for them. It’s a terrible idea, for exactly the reasons that Dagwood realizes with his baffled look in this cartoon. If you want honest feedback that your business unit can honestly use to improve,…
Every two years marketing executives from more than 60 corporate members of the Marketing Science Institute (MSI) vote on the most important marketing topics they need to understand better. They represent companies like Kraft, Colgate-Palmolive, Bank of America, Nielsen, and Walmart. MSI—a think tank, of sorts, whose mission is to “bridge the academic and business…