Listening through customer insights

Turning data into action is the top organizational issue facing business leaders and marketers today. Source: IBM Global Report

Established in 1998, Privately held

Located in downtown Toronto

Award Winning, Industry Leadership

A fusion of research, consulting and design

Quick Facts.

Market Research 101

What is Market Research?

-the organized practice of gathering information about target markets or customers

The Who?

Why you need to do it!

Good vs. Bad Questions

Q1. Do you know the main usage of Prebiotics?- Yes- No- No sure

Q2. To the best of your knowledge, which of the following statements about Prebiotics usage is correct (please don’t guess)?- Prebiotics are used to treat high cholesterol- Prebiotics are used to restore healthy bacteria- Prebiotics are used to feed healthy bacteria- Prebiotics are used to kill harmful bacteria- Don’t know

While over 50% of the respondents in the general adult population responded “Yes” to Question 1, only 13% were able to answer correctly for Question 2 (“Prebiotics are used to feed healthy bacteria”).

Good vs. Bad Questions

Q. Why do you like our magazine?- Because it’s informative- Because it’s available on line- Because it’s free- Because it has great ads- Other (please specify)

Well, if one conducts this survey to better understand his or her customer, wouldn’t it be more meaningful to ask what is missing in the magazine and what can be improved?

Q. How much would you pay for the product?- $10.99- $11.99- $12.99

Comparison of Options

Online Panels DIY Communities/Crowd Sourcing

Profiling Strong Limited Limited

Work involved Limited Heavy Limited

Cost $/$$ $ $/$$/$$$

Technical Capabilities

Strong Limited Strong

Creative Capabilities

Medium/Strong Limited Strong

Research Understanding

Limited/medium Medium/strong Limited/medium/strong

Rigour Medium/strong Medium/Strong

Limited/medium/strong

Technical Possibilities

Technical Possibilities

Do customers believe brands are really listening to them?

91%91%feel it’s

important for brands to offer a

feedback channel and test new ideas

69%69%provided

feedback to a brand in

the past year.

feel that

brands are

more receptive to feedback today than 3 years ago.

50%50%

WHY?WHY?

Voice of the Customer Data

Support tickets

Contact Data

Lead source

Order history

Contact Information

Customer Satisfaction

Social Media Conversations

Product EnhancementFeedback

Support Experience

Research

What do customers want in return for their feedback?

ACTIONACTION

69%

Acknowledge or reply

message

40%

Evidence that you took

action

31%

Extrinsic reward

Cost Effective Ways Start Ups Can Collect Insights

Secondary Data

DIY Insights

CSATs

Social Monitoring.

Monthly Reporting

Social Monitoring

Weekly survey of 1000 Canadians

Demographically representative of Canadian Population

Results include your proprietary questions cross-tabulated by key demographic variables (age, region, gender, income)

Ask 1 Question for Quick Insight

Omnibus

1-on-1 Interviews

Online Usability Testing.

Generation5 has created an algorithm that “predicts” how every residential postal code in Canada is demographically evolving with 98% accuracy; data can be used to target your best customers

Environics Analytics provides companies the ability to understand habits and trends of Canadians in every postal code via their proprietary Prizm C2 Segmentation algorithm

Aggregated Data

Crowdsourcing Modules

The Role Insights Can Play in Innovation

CUSTOMER EXPERIENCE MAPPING

Today's path-to-purchase is non-linear and dynamic. Customers use multiple channels, devices and expect a seamless, integrated and consistent experience.

What is a Customer Journey Map?A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-purchase for a product, service or brand.

• Remind or trigger a need

• Recognize I have a problem

• Address a pain point

• Remind or trigger a need

• Recognize I have a problem

• Address a pain point

• I don’t know what I don’t know

• Draw me a scenario

• I have questions

• I don’t know what I don’t know

• Draw me a scenario

• I have questions

• Deal with the immediate need

• Be relevant• Personalize• Partnership• Privacy/trust

• Deal with the immediate need

• Be relevant• Personalize• Partnership• Privacy/trust

• Clarify• Validate• Satisfaction• Reality

• Clarify• Validate• Satisfaction• Reality

• Anxious• Defensive• Distracted• Hopeful

• Anxious• Defensive• Distracted• Hopeful

• Ambivalent• Curious• Guarded• Open

• Ambivalent• Curious• Guarded• Open

• Interested• Frustrated• Excited• Feel good

• Interested• Frustrated• Excited• Feel good

• Resolved• Loyal• Confident

• Resolved• Loyal• Confident

Relevance, trust, fear, acknowledgement, time, convenience, distraction

Relevance, trust, fear, acknowledgement, time, convenience, distraction

Style, approach, language, expectations, time, knowledge of client

Style, approach, language, expectations, time, knowledge of client

Literacy, risk tolerance, convenience, time,

commitment

Literacy, risk tolerance, convenience, time,

commitment

AttractAttract InteractInteract EngageEngage ConvertConvert

Trigger a needTrigger a need Understand the need

Understand the need Provide solutionsProvide solutions ActAct

Needs

Objectives

Barriers

Feelings

What is a Customer Journey Map?M

ap

Act

ion Mobile

App

QR /UPCCode

Click to

Chat

Front Line Staff

A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-purchase for a product, service or brand.

What is a Customer Journey Map?A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-purchase for a product, service or brand.

Operational Operational ImprovementsImprovements..Direct-to-Consumer business increased from 9% to 30%Unique visitors increased by 15%Online Applications increased by 38%

Branded Branded utility to support utility to support their travel experience.their travel experience.

Why create a Journey Map?

Recognize customer pain points Improve the experience Prioritise business objectives Deploy resources effectively Increase revenue & profit

Crowdsourcing

Crowd Sourcing

Future of Market Research in Canada

Mobile Environment

Dashboards

Holistic View of Data (Big Data)

Customer Journey Mapping

Data Enablement

-Data Simulators-Real Time Data Visualization-Data and Augmented Reality

How Research Can Make You a Thought Leader

Research for Presentations

-Conferences are looking for data to back up point of view-90%+ of all presentations at the CMA national conference had a research metric in the presentation-Consumable pieces of research in presentations have the ability to go viral

Press Releases/Marketing Materials

-Credibility-Expertise-Understanding

Thought Leadership as a Sales Generator

It's all about capturing customer insights and

acting on them!

THANK YOU. THANK YOU.