Execs Vote on Top Research Needs in Marketing

Execs Vote on Top Research Needs in Marketing

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…

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The Downside of Measuring Loyalty

Over the last decade satisfaction research has shifted strongly towards loyalty research.  This shift has been driven, in part, by widespread interest in Net Promoter Scores (NPS) as a way to benchmark against other companies and link the customer experience more directly to financial outcomes.  But it turns out that focusing so much on loyalty…

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Dilbert’s Actionable Deliverables

If you ever feel like strangling the next research consultant who promises to deliver “actionable insights” then you can join me and the Dilbert team in making fun of it instead.  Not only is it a horrid phrase, but it is unfortunately meaningless now that every research firm claims to be different from others by…

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Listen to Your Customers

It hurts, but when your customers hate you, you should be listening all the more carefully: You need to find out the who, what, where, when, and why they hate you.  Probe deeply with focus groups, in-depth interviews, social media monitoring, and survey research.  Rigorous research done right (our specialty) will give you valuable insight. …