How To Get Consumer Insights From Qualitative Research

How To Get Consumer Insights From Qualitative Research

In the past, marketers had limited information on customer opinions and those opinions could be biased towards the topics the marketer suggested. Today, consumers are engaged in a number of public channels and share a lot of information that different software providers are analyzing with "sentiment analysis" and other "big data" tools. While thi...

Tom Smith

Tom Smith

Does your brand make an emotional connection with your customers?

Does it? Do you know? Have you asked your customers? Chipotle makes an emotional connection with me by consistently serving me great tasting, healthy food that I'm not allergic to. I have alot of allergies and have beeen eating burrito bowls at Chipotle for lunch almost everyday for the past six years. When I travel, I try to stay in hotels withi...

Tom Smith

Tom Smith

Using Consumer Insights to Accelerate Sales of Insurance

This is a "real life" example of obtaining consumer insights from insurance agents -- the sales channel. The depth of the insights obtained by the one-on-one interviews is incredible, especially when compared to the depth of the insights from the on-line survey that was fielded to give all of the agents an opportunity to provide feedback on the ...

Tom Smith

Tom Smith

15 Insights From Seth Godin to Accelerate Sales

Another great webinar courtesy of Vocus (#vocuswebinar) by Seth Godin (@sethgodin) entitled "No Secrets. No Shortcuts." Implicit in the title is there is no silver bullet, there are no secrets and there are no short cuts to successfully developing, marketing or acclerating sales of a product of service. You must create a product or service that has...

Tom Smith

Tom Smith

Consumer Insights From Insurance Customers

This is a prime example where the "nay sayers" in a focus group can drown out some very powerful and emotional stories. If we had simply listened to the groups as a whole, we would have never obtained the in depth insights that drove the successful campaign. Our client had built significant negative equity with consumers by attempting to convert ...

Tom Smith

Tom Smith

Listen for Consumer Insights to Accelerate Sales

I was having lunch with a colleague the other day and explaining how I obtain consumer insights from respondents. In the case of insurance agents, I asked them to take me through the process of finding a lead, scheduling an appointment, the appointment itself and how they closed. Since the agents knew I had never sold insurance, they were very pre...

Tom Smith

Tom Smith

Be Customer Centric to Accelerate Sales

Excellent webinar entitled "Unleash the Power of Marketing to Drive Innovation and Profit" presented by Ranjay Gulati, professor of business administration at the Harvard Business School and author of Reorganize for Resilience: Putting Customers at the Center of Your Business. Mr. Gulati shared the results of his research in which he studied the pe...

Tom Smith

Tom Smith

Get Consumer Insights by Having "Fresh Eyes"

A lot of people I present my findings to express amazement at the types of things consumers (end users, employees and channel partners) tell me during the course of an interview. In fact, one SVP of sales who had been in his role for 20 years stopped me in the middle of my presentation to explain, "how did you get them to tell you about that, I've ...

Tom Smith

Tom Smith

Insights From the Sales Channel Accelerate Sales

This is another “real life” example of consumer insights. The following is an example of the necessity of ensuring you consider all segments of your target audience, in this case sales channels, to develop a fully informed marketing communications plan. It also reinforces the importance of probing feedback that may not seem to matter initially ...

Tom Smith

Tom Smith

Conversations Generate More Insights Than Surveys

Vovici recently posted a blog entitled "58% of Respondents Don't Like Surveys" (http://bit.ly/dWhQwz). Vovici fielded the survey and describe themselves as, "the leading provider of intelligent online survey management and feedback solutions." As I've gained more experience garnering insights from different target audiences, I recommend talking t...

Tom Smith

Tom Smith