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

How To Get Consumer Insights to Enlighten "Big Data"

The amount of consumer data available from analytics is increasing on a daily basis – from in-store sales data to social media entries. These analytics provide the opportunity to develop well-substantiated hypotheses. I’ve used regression analysis to show the positive correlation between media spending and market share growth and the inverse c...

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

Is Every Business Strategy Built Around Retaining Customers?

This is an assumption suggested by Howard Lax and Robert Schumacher in a recent article entitled, "Insight Connection" in a recent edition of Marketing News. They state, "Every business strategy is built around retaining customers, and strong customer relationships hinge, in turn, on interactions andexperiences that meet and exceed customer expecta...

Tom Smith

Tom Smith

10 Ways to Write Simply to Accelerate Sales

As I create and edit more content for my business and clients, I notice people getting away from writing as concisely and as simply as possible. I recently heard Dan Zarella, the social media strategist and author of "The Science of Retweets," say that blog posts, ebooks and tweets written at a fifth grade level will be forwarded many times more of...

Tom Smith

Tom Smith

Using Consumer Insights to Change the Perceptions of a Bank

In its prime, Wachovia Bank was in a neck and neck battle with Nations Bank, now Bank of America, and First Union for market share in North Carolina. Based on a lot of qualitative research, we had significant consumer insights that told us Wachovia was seen as the "old money" bank for wealthy North Carolinians. Nations Bank was perceived as the ag...

Tom Smith

Tom Smith

How to Make an Emotional Connection with Your Customers

Making an emotional connection with your customer is critical whether your in a B2C or B2B business. If you, or your employees, have an emotional connection with your customer they are more likely to be a long-term customer with higher value to you and your firm -- economically and emotionally. An emotionally connected customer will be more inter...

Tom Smith

Tom Smith

10 Ways To Get Consumer Insights Even If You’re Using Big Data

>The current issue of Marketing News is entitled "Incomplete Insights" because, as I've said many time in the past, even good consumer data will not the most accurate picture of the consumer. Consumers make decisions based on emotion and then rationalize their decision after the fact. Big data provides a lot of information on the purchase, and wha...

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 Accelerate Sales in Industrial Paper

This is my favorite, "real life" example of consumer insights "saving the day" in a way that analytics never would uncover. Our client was successfully selling a paper wipe to the do-it-yourself (DIY) segment of the home improvement industry. Given the success among DIYers, our client wanted to market their paper wipe to the industrial segment as w...

Tom Smith

Tom Smith