Versta Research Post

Simple Steps to Actionable Insights

A pet-peeve of mine is that many (way too many) market research professionals talk about “actionable insights” and I almost never know what they are talking about.  I suspect most of them don’t either.  The more our clients complain that research reports are sitting on shelves collecting dust, the louder every research firm starts proclaiming…

The Role of Social Media in Customer Satisfaction and Loyalty Research

Listening to Your Customers through Social Media

In July, I moderated a panel of thought leaders in market research to ponder the question: “How Will Social Media Change Customer Satisfaction and Loyalty (CS&L) Research?” The event was sponsored by the American Marketing Association, and included participants from GfK, Maritz, MARC, SAS, Market Tools, and Versta Research. A partial transcript of our panel’s…

Versta Research Post

Social Media and Customer Satisfaction Research

This past Monday I moderated a panel of thought leaders in market research to ponder the question: “How Will Social Media Change Customer Satisfaction and Loyalty Research?” The event was sponsored by the American Marketing Association, and included participants from GfK, Maritz, MARC, SAS, Market Tools, and Versta Research. One of the fascinating insights to…

Versta Research Post

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. …