In-Depth Customer Dialogue: Getting the Real Consumer Voice by Adding Qual to Quant

In-Depth Customer Dialogue:

Getting the Real Consumer Voice by Adding Qual to Quant

Sam Harami

Director, Global Customer

Customer Loyalty &

Insights

Jamin Brazil

CMO

@jaminbrazil

Aaron Jue

Director of Research

#newmrxJoin the conversation on

Peeling Back the Onion

We started with a few basic questions:

1. What do buyers like about eBay?

2. What do buyers want eBay to improve upon?

3. How does eBay do on these key drivers of satisfaction compared to

the competition?

FocusVision’s Decipher software and service solution supports a faster concept-to-insight lifecycle. However, limits exist in quant.


Peeling Back the Onion: Score

You want robust data from your quant research but surveys do not let you uncover core drivers that connect customers to your brand

NPS scores give us a good

aggregate benchmark but

does not tell us…

• How the consumer feels

• Why they feel that way

• Individual stories and

experiences

29%20% 20%

32%

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q1 Q2 Q3 Q4

Detractor Passive Promoter NPS


Peeling Back the Onion: Attributes

You want robust data from your quant research but surveys do not let you uncover core drivers that connect customers to your brand

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Q1 Q2 Q3 Q4

Ease of Use Customer Service Deals


Peeling Back the Onion: Verbatim Pareto

Open ends get diluted into categories during the coding process and may not give us the actionable insights we need


0%

10%

20%

30%

40%

50%

Q1 Q2 Q3 Q4

East of Use

Customer Service

Deals

“It’s hard for me to

find what I am

looking for when I

search on eBay”

“I tried to ask Customer

Service a question but it

took too long to reach an

agent”

“I wish I could

get some better

deals on iPads”

Peeling Back the Onion: Written Verbatims

Even survey open ends do not give us the full picture

“It’s hard for me to find

what I am looking for

when I search on eBay”

“I wish I could get

some better deals

on iPads”

“I tried to ask Customer

Service a question but it took

too long to reach an agent”

In-Depth Dialogue: A New Q+Q Method to Bring Back the

Voice of the Customer

Survey your

customers

Find your

“story” in the

survey data

InterVu

session:

Moderated

Focus Group

or 1:1

InterVu

session for

deeper

discussion

Connect your

audience to

your insights

Step 1 Step 2 Step 3 Step 4 Step 5


To Get the Full Emotion and Context of your Customer’s

Voice – We Still Need to Go Deeper

• Step 1 – Online Survey: 10-minute online survey via Decipher

• Step 2 – Review the survey data & develop hypothesis

• Identify respondents that could represent stories behind the data

to engage in deeper discussion

• Steps 3 & 4 – 1:1 Webcam Interviews via InterVu:

• Primary purpose is to capture video clips that narrate the survey

numbers

• Respondents participate via their computers, eliminating costs

and the need for travel

• The live streaming format allows us to record key customer

moments for later reporting

• Step 5 – Enriches Presentation Findings


Peeling Back the Onion: Connect Your Audience to Your Data

Leverage videos to bring the customer into the room and unpack your data

30%

35%

40%

50%

60%

Prices / Deals

Variety of Items

Customer Service

ProductDescriptions

WebsiteNavigation

Actual transcript from an InterVusession…

Peeling Back the Onion: Unpack Written Verbatims

Consumers elaborate more in a 1:1 interview compared to a text open end

“I love the great deals on all the things you can find on the site”

-OE Response

Actual transcript from an InterVusession…

Peeling Back the Onion: Finding the Core

It’s paradoxical; if you can’t show it to them with numbers, they’re usually not going to pay attention…but if you get a couple of consumers on video to illustrate what you’re talking about in the numbers, that’s actually what they remember.

- Scott McDonald, SVP Research & Insights, Conde Nast

“

”#newmrxJoin the conversation on

In-Depth Dialogue: Key Learning

Survey

(Decipher)

Hypothesis Interact

(InterVu)

Analyze Report

• Short webcam interviews are an efficient way to dive deeper and

humanize the survey data

• Videos create a deeper connection to the data for your audience

• All Hands Meetings

• Presentations

• Internal Intranet

• TV’s that show eBay only content throughout campus, etc

• Include mobile enabled video feedback questions in your survey


Decipher+Video Open End

Additionally, you can add a video open end in your survey if the respondent has a webcam on their computer or mobile device

In-Depth Customer Dialogue:

Questions?

Sam Harami

Director, Global Customer

Customer Loyalty &

Insights

Jamin Brazil

CMO

@jaminbrazil

Aaron Jue

Director of Research


Discover the Real Consumer Voice by Combining Q+Q to

Create a Powerful Customer Narrative

FocusVision’s integrated product and service solution supports a faster concept-to-insight lifecycle, drives repeat client usage and reinforces embedded relationships

Marketing

In-Depth Customer Dialogue: Getting the Real Consumer Voice by Adding Qual to Quant