Friday, June 29, 2012

TMRE TV: Ruben Alcaraz, Meijer

At The Market Research Event 2011, Marc Dresner sat down with many of the industry's leading researchers to discuss their strive for the best insights in addition to how they work with fellow researchers to find the insights they are striving for better research and insights.  This is TMRE TV.

This week, we're featuring our interview with Ruben Alcaraz, Director, Consumer Insights, Meijer.  In this interview Ruben shares his insights into why he believes that researchers should look at retail as a brand.  Lots of research is conducted for individual brands, but what about retail stores?  Should brand research be used when opening a store?  Alcaraz believes yes.

Watch this edition of TMRE TV here:



The Market Research Event 2012 will take place November 12-14, 2012 in Boca Raton. The TMRE program is now available for download!  See this year's program here.  As a reader of this blog, when you register and mention code TMRE12Blog, you'll save 15% off the standard rate!

What do you think?  Should retail be researched as a brand?

Thursday, June 28, 2012

Shopper Spotlight: For PepsiCo, India is a Land of Shoppertunities

This blog is co-posted with the Shopper360 Blog.

Shopper Insighter Podcast Interview Takes a Research Tour of India
By Marc Dresner, IIR USA

India—like many emerging markets—has been undergoing tremendous transition at retail.

“The Indian market is actually at a very, very nascent stage where modern trade is concerned,” said Sangeeta Gupta, Senior Consultant, Insights & Consumer Strategy for PepsiCo India.

“The big challenge is how do you put all of the changes taking place together and actually foresee what the landscape of the modern trade industry is going to be?” added Gupta.

In this exclusive interview for the Shopper Insighter podcast series, Gupta discusses:
• The introduction of “choice” at retail and how research into decision makng is being deployed to manage this major development
• The rise of ubiquitous mobile in India and its implications for the shopping experience
• Partnering, innovation and experimentation…

Listen to the interview!
Download a transcript!

At The Market Research Event 2012 this November, Pepsi will be on hand to share many of the aspects of their shopper research including Understanding Local Culture to Build Effective Research Strategies in International Markets: A Focus on Russia; The Next Evolution of Shopper Insights…Behavior Design; Show Me the Money: The Role Psychology & Understanding Emotions Play in Shopper Store and Product Selection; The Art of Storytelling: Getting Traction and Action and more.  For more on Pepsi's presence at The Market Research Event, download the agenda here.  If you'd like to join Pepsi at TMRE, register to join us today and mention code TMRE12BLOG to save 15% off the standard rate!

Editor’s note: Sangeeta Gupta will be delivering a presentation titled: “The Five Cs of the Bazaar in Modern Retail: Context, Conversation, Comfort, Celebration and Culture” at the 12th Annual Shopper Insights in Action Conference taking place July 18-20 in Chicago.

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s senior editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Monday, June 25, 2012

No Excuses!

Today's post comes from TMRE Guest Blogger, Katie Clark. She is also known as @InsightsGal on Twitter and a client-side market researcher, project manager, and social media maven.


Complacency. Inertia. Same-old, same-old.

These are perils that we all face, whether we are client-side researchers or research suppliers.

Unless you work with a wide variety of clients on a regular basis, there's a danger of becoming stale...and if you let that happen, you're doing a disservice to yourself (and your career!), your company, and your clients.

I think I've heard every excuse in the book for why someone may not want to pursue training or continuous learning:

"I can't travel"
"Our training budget was just slashed"
"I don't like face-to-face events because I'm an introvert and don't know anyone"
"I do very specialized research, outside training just doesn't apply"
"There's nothing out there for me"
"I'm too junior-level..."

Come on folks! No more excuses - it's time for some tough love. No matter your budget, age, type of research, there ARE training opportunities out there. Let's review some of the wealth of resources that are out there:

Online
There are a number of fantastic market research blogs. Add them to your reader and peruse on your own time. If you don't already have this blog in your reader, I suggest you add it. Then, take a look at Next Gen Market Research blogroll for more.

How about some lunchtime learning? You can often catch a market research webinar over your lunch hour. Because you're not working over your lunch hour...right? If you're interested in specific technology, suppliers often have webinars that provide an overview. Or, if you're more interested in market research practices and theory, there are options for you too. And they always have the attendees on mute, so don't worry...no-one will hear you munching on the potato chips. I'm a fan of the webinars that Revelation and Communispace produce.

Have nothing to do on your commute, other than listen to NPR? Consider downloading market research podcasts to your MP3 player and listen to them while driving, riding the train, etc. Research Access has some great ones to start with, then search iTunes and Google for more.

Training via social media? Yes! Follow the #mrx hashtag on Twitter and the members of the market research community will link to articles of interest that will keep you reading for days!

Face-to-Face Events
I have a particular love for face-to-face events. Partially because my company produces face-to-face events, so much of my research focuses on how successful that medium is. But also because I feel I get the most out of my training budget when I attend conferences.

When thinking about events to attend, consider what will give you the most bang for the buck. For my company, TMRE is the best bang for the market research buck as it provides us the widest variety of session options (138 of them!), the most people for networking (1,200+) and topics that are relevant to me and my work (mobile, generational research, big data, and more). If you'd like to join me November 12-14, 2012 in Boca Raton, Florida, as a reader of this blog when you register and mention code TMRE12BLOG to save 15% off the standard rate!

I know that face-to-face events are tough for some of the more introverted among us. The prospect of networking can be daunting, especially if it's your first time at a particular. Here's my suggestion - avail yourself of the mentor program so you can receive some guidance as to how to navigate the event, and with your mentor you've made your first networking contact!

There are also some great print resources - what books and magazines would you recommend? Add your thoughts in the comments!

____________
More about Katie: Based in Portland, Maine, Katie manages the market research team at Diversified Business Communications. She has worked with companies large and small and in industries such as software, fragrance, finance, and entertainment to help them move the business forward through actionable insights derived from market research. She is passionate about bringing the”Voice of the Customer” inside the organization. The opinions expressed here are her own and not those of her employer.

Friday, June 22, 2012

A Glimpse into the Future of Market Research

What will the market research industry look like 5, 10 even 20 years from now? Wouldn’t you love to find out today, so you could start making the necessary preparations and changes to ensure your relevance and impact in the future?

Well now you can. Let The Market Research Event 2012 be your crystal ball into what’s next for the market research industry. At TMRE 2012, Keynote Bob Johansen will explore the external future forces that will re-shape market research and challenge you as leaders of market research.

Bob Johansen, Author
Bob Johansen, Future-Forecaster, Former President and Current Fellow, Institute for the Future, Author, Leaders Make the Future will present Leaders Make the Future (of Market Research and More). He is a ten-year forecaster who has outlived his forecasts more than three times over. In his presentation he will focus on the importance of digital natives (those 16 or less in 2012), as well as cloud-served supercomputing that will change the nature of in-person and online shopping - as well as market research. Words like "consumer" and "marketing" are likely to become obsolete in the future worlds where engagement will be key to market success.

In addition you will have access to an entire track dedicated to Strategy & Futuring, in order to "future proof" yourself and your organization.
  • • Shattering the Proverbial Glass Ceiling: Tools & Techniques for Getting in the Game
  • - The Walt Disney Studios, Ticketmaster, Post Foods, Decipher, Inc.
  • • Creating and Fostering Strategic Partnerships: Leading the Change from Functional Silo to Engaged Strategic Partnership - GE Healthcare Systems
  • • The Changing Role of Marketing Research - What Served You in the Past is Unlikely to Help You Today & in the Future - Shire Pharmaceuticals
  • • Taking Risk to Push a Company's Strategic Thinking - Liberty Mutual Insurance
  • • Giving the Gift of Insight to Your Company - Kraft Canada
  • • Unlocking Critical Points of Difference to Stand Out in Cluttered Categories - Energizer Personal Care, The Pert Group
  • • Playing Leapfrog with a Unicorn? Reinventing a Banking Brand after the Economic Storm - Citi
Download the brochure to see the full program.

Join us as we help transform insight partners into strategic consultative leaders. Register today and save 15% off the standard rate. Mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to contact Jennifer Pereira.

Wednesday, June 20, 2012

What are a few misconceptions about big data?

Immense amounts of data is being gathered every day.  However, with all this new data that is being collected, there are still a few things that researchers misunderstand according to Brian Gentile at Mashable. What are a few of them?

  • -Big data is more than the amount of volume that is produced. It's about the velocity at which the data is produced. The variety of data that is collected is important as well.
  • - There is not a one-size fits all program for big data. The program used to analyze the data should be should be customized to handle and output the data with the results in mind for each project.
  • -Even though there are a variety of data points collected from the big data, this does not mean it's unstructured. Gentile at Mashable believes it should be called multi-structured
  • -Big data is not just for social media analysis and feelings. It may have begun this way, but now more companies have the power to analyze the data they bring in.
This fall at The Market Research Event, we're introducing the all new track "Data Analysis and BIG Data."  In this track, we'll hear from companies who are entrenched in this new form of analysis including LinkedIn, Nestle Purina Petcare, Advance Auto Parts, Home Depot, Heineken Mexico, Gerber Products, Takeda Pharmaceuticals and Fidelity Investments.  For more information on their presentations, download the program.  If you want to know more about this year's program, download the agenda.  If you'd like to join us this November 12-14 in Boca Raton, Florida, as a reader of this blog when you register to join us and mention code TMRE12BLOG, you'll save 15% off the standard rate!

What are some other common misconceptions about big data?  

Infographic: #TotalCEL 2012 Retrospective

Total Customer Experience Leaders may be behind us, but the learning and sharing doesn't end with the event. Be sure to join our LinkedIn group to network with your customer experience colleagues all year long and stay tuned here or follow us on Twitter or Facebook for more industry and event updates.

Speaking of Twitter, we had a great conversation during the event on our #TotalCEL hashtag. This infographic from Visual.ly sums up some of the highlights:

create infographics with visual.ly

Thanks so much to everyone who came and tweeted from the event!

If you missed our 2012 event, or need a reference now that you're back in the office, you can read recap posts of each day here:
Day 1
Day 2
Day 3

Tuesday, June 19, 2012

Immerse Yourself

Today's post comes from TMRE Guest Blogger, Katie Clark.  She is also known as @InsightsGal on Twitter and a client-side market researcher, project manager, and social media maven. 

Immerse Yourself

We’ve all been through the drill:
  • • Draft the survey
  • • Field the study
  • • Gather data
  • • Write the report
  • • Present the data
The client leaves the meeting with the report/data sheets/PowerPoint slides…and we hope the findings inspire them to take action.

More than anything, as researchers we want the work we’re doing to be actionable! But it’s up to us to help tell the story, to help our clients interpret the data, and really make our end customers come alive through the data. To that end, an alternative to the scenario I outlined above has been on my mind recently: immersion experiences.

I’m not speaking of immersion in terms of doing the doing the (ethnographic, qualitative) research but about presenting the research to clients.

So, how to use an immersion experience to present data in such a way that really engages the client, helps them digest the data well, and inspire them to want to take action on it?

One example that has influenced me was a session I attended last year at TMRE by Heiko Schäfer, Vice President of Consumer & Market Insights at Henkel Consumer Goods (now Senior Director, Global Customer Insights & Analytics at Walmart).

In his presentation, Bringing the Consumer, Shopper and Customer to Life, Schäfer provided a fascinating case study of an immersion session he produced. The immersion experience was set in the company cafeteria (a place that his internal clients couldn’t avoid!), and contained a set of interactive (and insightful) games. From the feedback he received and documented, the immersion session looked like it was a great success in getting his clients to really react to customer data, feedback, and experiences.

During that TMRE last year session, Schäfer shared something that really resonated with me as it pertains to creating immersion experiences: “We’ve become journalists, storytellers, videographers, entertainers…it’s important to bring in the voice of the customer every day.”

Some other immersion experience ideas I’ve been hearing about and kicking around include:
  • • An ‘immersion room’ at corporate headquarters with the walls lined with customer data, stories, and feedback presented in a visually impactful way. After an initial introduction and mini-presentation, clients can walk through at their leisure…especially when they need inspiration!
  • • An engaging video presentation that brings customer data to life via visuals and storytelling.
  • • An experience designed in a virtual reality space that allows clients to “walk through” a customer daily routine, pain points about a product, or experience at an event, for example.

What else, what am I missing? What other creative and interesting ways of immersing clients in the data can you think of? I’d love to hear your stories.

Inspired to learn more? (I am!) Here are a few of the sessions I’m considering attending at TMRE this year that focus on immersing clients in the research findings:
  1. 1. The Art of Storytelling: Getting Traction and Action, given by Sara Bergson of PepsiCo
  2. 2. Bringing Research to Life through Collaborative, Engaging and Inspiring Work Sessions, given by Maisha Cobb of Logitech and Jason Kramer of Vital Findings
  3. 3. Using Data and Insights for Storytelling by Jeremy Murrell of Brown-Forman
For more on these sessions, download the TMRE brochure.
____________
More about Katie: Based in Portland, Maine, Katie manages the market research team at Diversified Business Communications.  She has worked with companies large and small and in industries such as software, fragrance, finance, and entertainment to help them move the business forward through actionable insights derived from market research. She is passionate about bringing the”Voice of the Customer” inside the organization. The opinions expressed here are her own and not those of her employer.  If you're interested in joining Katie at TMRE 2012, register today and mention code TMRE12BLOG to save 15% off the standard rate!

Friday, June 15, 2012

TMRE TV: Ron Austerlade, CVS Caremark

At The Market Research Event 2011, Marc Dresner sat down with many of the industry's leading researchers to discuss their strive for the best insights in addition to how they work with fellow researchers to find the insights they are striving for better research and insights.  This is TMRE TV.

This week, we're featuring our interview with Ron Austerlade, Director of Market Intelligence for CVS Caremark.  In this interview, Ron takes us through the different divisions of research at CVS Caremark, including the Market Research Branch, the Client and Member branch and the competitive analysis branch.

One of their key parts of research is with their customer satisfaction and loyalty.  They have a customer satisfaction dashboard with all of the data they continuously collect to monitor the relationship between the company and their clients.  By moving away from written surveys often sent through the mail to telephone surveys, they've been able to decrease the amount of time for data capture as well as decrease the amount of time it takes to analyze the data.

Watch the interview here:




The Market Research Event 2012 will take place November 12-14, 2012 in Boca Raton. The TMRE program is now available for download!  See this year's program here.  As a reader of this blog, when you register and mention code TMRE12Blog, you'll save 15% off the standard rate!

During the interview, Ron discusses keeping a dashboard to measure the health of the relationship between the company and their clients.  What are the benefits of doing something like this for your company?

Tuesday, June 12, 2012

Leveraging digital insights throughout the entire journey to purchase

64% of smartphone owners are now using their mobile devices to shop online.*
43% of smartphone owners have used their mobile device while in a store for a shopping purpose.**

Mobile and social commerce have completely redefined the world of shopping and your consumer’s shopping experience. Talk about adding a layer of complexity to understanding shopper behavior and preferences, your consumers are using mobile and social technology to coupon hunt and find the best prices, share product reviews, use geo-locating to find nearby retailers, and that’s just the beginning. Add flash sales and it’s a whole new retail world…


This phenomenon has created a new breed of “smarter” shoppers – empowered with more information than ever before. But, it has also created a HUGE opportunity for you to truly understand your consumer – with more data accessible than ever before.

Shopper Insights In Action Conference
Join us at the Shopper Insights in Action Conference, July 18-20 in Chicago to hear real stories and case studies from today’s top mobile and ecommerce experts showcasing how to leverage digital insights throughout the entire journey to purchase. Learn how to build brand awareness, drive engagement and prove ROI through digital strategies.

Visit the website to download the full conference brochure.

Key focus areas include:
• From Check-in to Check-Out: How American Express Connects Buyers & Sellers in the Digital Space
• How Mobile Shopper Insights Empower You to Make Decisions Based on Facts
• Mobilizing the Path to Purchase for Consumers and Merchants
• Web 2.0 Something: The Future of Online Shopping
• M-Powerment: How to Leverage Mobile Video to Create a Winning M-Commerce Strategy
• How to Drive Sales Through Ongoing Consumer Conversations
Don’t Miss our Full Day Symposia focused on Mobile and Social Commerce
• Leveraging Digital & Mobile Insights throughout the Entire Journey to Purchase
- Catherine Roe, Head of CPG, Google and Lisa Landsman, Team Manager, Commerce CPG Sales, Google
• The Hidden Dangers of Using Aggregate Data to Develop Mobile Marketing Strategies to Reach Consumers
- Rafael Alcaraz, Ph.D., Vice President, Global Advanced Analytics, Digital Media an Strategic Foresight, The Hershey Company
• Reinventing Retail for the Next-Generation Customer
- Chip Jessopp, Vice President, Groupon

We hope to see you at the #1 action oriented industry forum of the year.
Best,
The Shopper Insights in Action Event Team

*Source: Gartner, 2012 ** Source: comScore Inc., Shop.org and The Partnering Group, 2012

Mention VIP code to save an additional 15% off the standard and onsite rate: SHOPPER12BLOG.
www.ShopperInsightsEvent.com
Email: register@iirusa.com
Phone: 888.670.8200

Saturday, June 9, 2012

Total Customer Experience Leaders Summit Day 3 Recap

The final day of the Total Customer Experience Leaders Summit certainly didn't disappoint as we were privileged to hear an amazing line up of leaders who are aligning organizations around a customer experience mission and teaching us to effectively do the same.

We started the day discussing customer experience in a digital age. How to effectively implement customer experience loyalty programs and communicate the needs and action steps of the program to our organization.

Customer Experience Conference
We learned about the power of happiness within our organization to engage employees and unite people around a customer experience service mission. We also explored a case study of an airline that has effectively implemented a successful, premium flight experience in an age where customers are shopping for bargains. Here's a recap of some of the key discussions on our third and final day of our customer experience management conference.

Delivering Customer Experience Value in a World Gone Digital

Neff Hudson from USAA masterfully showed how USAA has been able to leverage technology to bring the clients at USAA the greatest value in service.

Customers today are spending more time researching, connecting, and interacting with our organizations before ever picking up the phone and interacting with a human being at the company. Because of this, it's not enough to have a great Web site today


We need to develop systems within our companies that connect our people, to our site, and our customers so that we know about our customers as the customer contact is being made. Using the latest technology available we can create smart call centers where customers are connected to agents who are armed with all of the tools and information about the customer and is able to bring real value to the customer interaction.

How a State of the Art Customer Experience Program Can Prevent the CEO Losing Sleep

Bill Barnes, from Burke, Inc., broke down the worries and concerns of executives when it comes to customer experience programs and shows us how to prepare our company executives to embrace customer experience and see the value it brings to the organization.

The most important question that any customer experience professional has to answer to the organization is: What is the financial impact to the organization for improving the customer experience?

We answer that question, by laying out a customer experience program using the linkage process. Within the linkage process we:
  • Blueprint - lay out all of the business processes changes required in customer experience.
  • Assess - review what systems contain information that will be needed for customer experience change.
  • Analyze - propose changes to existing business systems and processes to contribute to a better customer experience
  • Simulate - test out the changes and determine if the change is significant to be fully implemented.
Following this pattern when implementing customer experience programs, ensures us that we complete all of the requirements for effective customer experience change:

Case Study: The Porter Airlines Customer Experience

We were privileged to have Robert Deluce, CEO of Porter Airlines, with us at our conference. Robert discussed the Porter difference in how they have been able to thrice as a premium regional airline in a time where the margins in the airlines business are slim and customers are looking for bargains.

Porter Airlines goes above and beyond by carefully targeting their customer base and masterfully defining their brand and service experience. They realize that the most budget conscious consumer may not be willing to choose Porter, but providing a dignified, exceptional service experience still matters to many customers.

Toronto-based Porter Airlines enjoys the highest ratings in its airline category and is currently ranks along the lines of JetBlue and other award-winning service-based regional airlines. They truly show that service matters.

The Value of Happiness in Creating Positive Customer Experiences

JoAnna Brandi, a certified happiness consultant, expounded on the importance of culture in gaining a competitive advantage. JoAnna taught us that you can't put in place great experiences unless you have a culture of great people behind a great mission.

Customer experience is creating organizations that can out-think and out-perform the competition. As we invest in our company culture, the positive emotion we create within our organizations is contagious and helps us become successful in positively connecting with our customers.

Organizations with higher employee engagement have:
  • 27% Higher Profits
  • 50% Higher Sales
  • 50% Higher Customer Loyalty
So why is creating this happiness and focusing on an exceptional customer experience important?

Customer experience is what you'll do after marketing. It's taking care of the customers you've brought in. If you want to keep them, you have to care for them.

Creating a Customer Focused Culture

Janet LeBlanc rounded out our conference talking about the responsibility to develop a customer-centric organization. Ultimately, it's not the CEO's responsibility to create the customer culture and it's not the customer experience manager's responsibility to do so.

The responsibility to create a customer-focused organization lies with every employee of the organization. It's a team effort. Customer experience can't be seen, it can't be heard, it can't be smelled or touched. Customer experience is intangible, it's the feelings you create within the customer.

Every customer touch point or experience has the potential to improve or diminish the power of the value of your brand. Everything the customer encounters is part of the customer's experience.
  • 87% of organizations want to be customer experience leaders.
  • 13% have achieved any level of customer-centricity.
  • The key is making memorable connections.
  • Your culture is who you are as a company.
  • Culture is an organization's personality.
Customer focused organizations focus on customer action. They share the same characteristics:
  • Customer requirements are considered first.
  • Customer is talked about constantly.
  • Customer feedback mechanisms are built into everything.
  • Leaders visit with, talk to, and talk about the customer regularly.
  • Employees feel connected to and are able to act for the customer's needs.
Customer experience focused organizations share the same benefit:
  • Better financial performance.
  • Higher employee involvement.
  • Stronger internal communication.
  • Healthier risk-taking and more innovation.
Putting the customer first eliminates the disconnect that companies often struggle with. Throughout our 3 days of customer experience we learned about the big things and little things that matter in exceptional customer experiences and customer experience programs.

We learned from organizations that get customer experience and from those that have learned to successfully align organizations around a customer experience mission.

With this rich experience, we'll now be able to be more effective at understanding the trends, the processes, and best practices to engage employees, educate executives, and manage the processes that allow our companies to deliver an exceptional customer experience.

Friday, June 8, 2012

News Roundup: Mobile Advertising


It's been almost 3 months since the Mobile Marketing Conference wrapped up, and while it doesn't feel like much time to me, that's an age in the swiftly moving digital marketing world. So, what's been happening?

Well, as you're surely aware if you're reading this site: Facebook went public. The result was...less than ideal...and even pulling down related businesses like Zynga and Twitter. Plus, just before the IPO, "GM announced that it was pulling its $10 million advertising budget from Facebook" citing that "the ad formats currently available are unattractive and ineffective."

In an effort to prove their worth (and climb back on top,) Facebook has been beefing up advertising options.

Perhaps most importantly: they are now expanding mobile ads. This post in the Wall Street Journal explains:

Previously, mobile ads on the social network could only be purchased through a premium ad package that included mobile and other forms of advertising on Facebook. But small and medium-sized marketers, or even large brands, who wanted to focus squarely on the mobile market, couldn't do so with Facebook.


Mobile advertising may prove to be the biggest digital media trend in 2012. For example: Richard Ting wrote on The Atlantic "Why Mobile Will Dominate the Future of Media and Advertising" noting:
"Advertisers now have an extremely robust palette of mobile tools to choose from to connect their messages and experiences with their desired audiences thanks to advancements in mobile ad units, mobile search, mobile apps, mobile websites, and SMS."

This post on Business Insider confirms: "Experts seem to consistently agree–mobile is the future of advertising. Consumers are viewing advertisements and other marketing messages via smartphones and tablets, with Google leading the way users find information. When consumers pick up a phone and ask it a question instead of looking it up online, we know our world has changed."

This is a global phenomenon as well. "The data shows the Asia-Pacific region made largest mobile advertising spends with $1.9bn in 2011, followed by North America at $1.6bn."

Additionally, Google is integrating more for mobile. Now, "more than 1 million Google advertisers, from small businesses using the company's self-serve tool to big advertisers not currently buying through AdMob's separate storefront, will see mobile display options right alongside the products they usually spend on."

Twitter CEO Dick Costolo also recently spoke to the power of the medium, saying that "Twitter has raised more money from mobile advertising than web advertising in many instances this past quarter"

Have you gotten started with mobile advertising yet? Why or why not? If you're looking for a  primer on one of the first steps in mobile marketing, perhaps revisit our recap of Stephen Gate's session at The Mobile Marketing Conference (pictured above) on "Best Practices in Creating Mobile Websites."

Follow The Mobile Marketing conference on Twitter and Facebook for more mobile advertising news.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com

Total Customer Experience Leaders Summit Day 2 Recap

We spent day one of our customer experience conference looking at ways to design and measure our customer experience actions. Day two took us a journey of how to get our people connected with customer experience and the pitfalls of using customer experience the wrong way.

Never by Chance: How Leaders Align Intentional Customer Experience to Accelerate Strategy

Chuck Feltz started the day by answering the greatest question about implementing customer experience in our organizations: if we only had 30 seconds to tell an organization how to get the best return on their dollar, what would we tell them?

 Chuck's answer? STOP.

Stop doing what you're doing. Too many companies are spending more dollars in customer experience, than their efforts bring in.

Chuck goes on to says that the ESSENCE of strategy, is choosing to perform activities DIFFERENTLY or perform DIFFERENT activities than rivals. That's the first place we need to focus our customer experience development efforts. 

We do this by asking ourselves:

-WHAT problem do we want to solve?
-FOR WHOM do we want to solve it?
-WHY is our solution the best option?

Most customer experience strategies fail, not in execution, but in return for investment.

We fail to get the return we want, because we haven't asked ourselves the right questions and developed our customer experience process to answer those questions.

You CAN'T achieve DISTINCT competitive advantage from things you do REASONABLY well MOST of the time.

Never build WOW experience when your CORE experience is bad. Build your core process, then get started working on adding the WOW factor.

Experience Matters: The Role of Brand in Creating Customer Experiences That Count

Peter Dixon with Prophet ran through a case study on how the Cosmopolitan hotel in Las Vegas went from failed real estate project with $1 billion dollars lost and nowhere near completion, to successful Las Vegas contemporary hotel by using customer experience to build a brand.

Peter's presentation shows that customer experience is about telling a story that creates feelings within customers. It's not just done with human interaction.

Everything presented to the customer, people, location, objects, all contribute to the overall customer experience.

 Peter left us with the following advice about how brand and the customer experience:

Before starting anything think: what will be the touch points what are the experience objectives what will be the touchpoint priorities what are the segments what will be the inspiration what will be done new/different.

The key is to create signature touchpoint for the customer. We need to create distinctions that stand above the rest.

Our customer experience solution has to be: 

-Effective/Behavior Changing
-Feasible/Sustainable
-Unique/Memorable

Meeting the Expectations of Your Customers


Scott Hudler from Dunkin' Donuts discussed how brands can evolve to meet the needs of customers.

Not all customers are the same and effective brands know how to cater to the individual needs of their specific customer segment. Dunkin' is not in the business of providing coffee for the whole world.

They know who their customer base is, and they create a customer experience to connect with their target audience, listen to their customers, and make changes as their customer needs change.

Scott reminded us that: Putting the consumer first is ALWAYS the right strategy.

Dunkin' Donuts implements this strategy by focusing on their Dunkin's Half-Dozen Customer Experience Rules:

1. The power has shifted to shifted to consumers.
2. Brand has to be build around customer insight.
3. Customer has to be the center of everything we do.
4. Create dialogue with your customers.
5. Data is powerful...only if you put it into action.
6. Problems happen, how you resolve is the key.

The Seven Deadly Sins (and Seven Heavenly Virtues) of Voice of the Customer Research


Howard Lax from GFK enlightened us to the seven sins we're all guilty of committing in our measurement and research at one time of another...and many times we do this without even knowing it!

The 7 Deadly Sins of Customer Measurement:

Vanity - We focus on easy metrics or just those that make managers look good.
Provincialism - We don't ask the questions that really matter.
Narcissism - We looking at experience from company's perspective, not customer.
Laziness - We think we know what customers wants, more than the customer.
Pettiness - We limit the scope of the problem. Or underplay the gravity of the problem.
Inanity - We lose sight of the consequences of measurements.
Frivolity - We fail to take action.

From Bow to Stern: How Royal Caribbean is Strengthening Guest Engagement

Kara Wallace from Royal Caribbean teamed up with Judy Melanson from Chadwick Martin Bailey to show they they were able to build a customer engagement program to measure the customer experience in Royal Caribbean's cruise offerings.

Kara showed us how Royal Caribbean sets the bar high by showing customers that they operate on a brand promise. Based on the brand promise to its customers, the brand then prioritizes all of its investments on those that make the biggest difference to the guest experience.

The cornerstone to maintaining a high level of customer engagement for Royal Caribbean comes down to closely monitoring what customers are saying and making constant changes to the process based on what customers are saying.

Measuring Customer Loyalty


Renee Pezzi and Kerry Whiting from Citizen Bank demonstrated how Citizen Bank is staying on top of customer needs and focusing their actions as an organization on those that build customer loyalty through their custom customer loyalty index.

The Citizen Bank Customer Loyalty Index helps the organization make sure that they are monitoring the needs and wants of the customers across all of the services and components that customers interact with. Renee and Kerry reminded us that when creating customer loyalty programs:


  • One size does not fit all. Do what's best for your organization & customers.
  • Make sure metrics link to desired business results and why! 
  • Sell the process internally, showing why!
  • Always have ongoing assessment & improvement of metrics.
  • Create great partnerships across business departments. You'll need it!
  • Not all customer experience improvements cost $$$.
  • Celebrate the quick wins in customer experience.


Integrating Voice of the Customer Into the Organization

Master storyteller Scott Swift from Hunter Douglas delivered a master presentation on the power of story telling to connect people with customer experience objectives.

Scott showed us how customer stories can show that we're using the data we receive and anchor it in the heads of the people.


The problem we often have with data is that we love it and would marry it if we could. The problem is that we transform it, manipulate data, play with it, and complicate it.

At the end of the day, stories are remembered much better, it's especially good if the story anchors to a specific piece of data.

We can be more effective at making customer experience organization changes if we:

  • Train our people to show data.
  • Explain what the data means.
  • Show what we're going to do about the data.
  • Determine the expectation from the process change.
  • Measure the outcome of our changes against our expectations.



Thursday, June 7, 2012

$500 Early Bird Discount for TMRE Expires THIS Friday!

The market research industry has changed dramatically over the last several years and is right now evolving faster than any one of us can keep up with. Everything from data collection and analysis, to reporting and presenting our findings is happening at an entirely new level. And for a number of departments, even our name has changed from market research to consumer insights. End user's expectations in terms of competency and excellence have changed in step with this evolution. How have you personally kept pace?

Don't miss out on Client-side presentations from over 110 speakers, including:
  • - Consumer Insights - A Day to Learn, A Lifetime to Master presented by Robert J. Atencio, Global Vice President, Consumer Insights, Pfizer Consumer Healthcare
  • - Demise or Rebirth: A Moment of Truth for the Market Research Industry presented by Phillip Chambers, Senior Vice President, Global Insights, PepsiCo
For a full roster of 170 speakers to hear from, download the brochure to see the full program.

The Market Research Event stands by its reputation of delivering the latest, most actionable sessions that will allow you to elevate yourself and insights in your organization.  Join us as we help transform insight partners into strategic consultative leaders . TMRE will take place in Boca Raton, Florida this November 12-14.  Register by tomorrow, Friday, June 8 and save $500 off the standard rate. Mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Total Customer Experience Leaders Summit Day 1 Recap

1 day, 10 sessions, all customer experience. For everyone in attendance, this was a customer experience event worth every minute. If you weren't able to be there, here's a recap of what you missed. First, make sure you check out the Total Customer Experience Leaders Summit Web site and stay tuned for details for the 2013 event. Trust me, after the smashing customer experience topics discussed this year, you won't want to miss this event again.

The State of Customer Experience Today

David Blair, with Rockwell Automation reminded us that the sad truth is that loyalty programs, customer satisfaction programs can all disappear. If people don't find value in it, it will disappear. Our focus is to ensure that keep moving this space forward, evolving.

Managing the Customer Experience - What It Means and What it Takes to Do It Well

Randy Brandy from Maritz and Loy Carbone with Experience Engineering discussed the frequent difficulty customer experience leaders have in connecting their organizations with customer focused action.

The problem is that we often don't have a clearly articulated definition and direction, with the exact role of customer experience management. We end up adding on pieces and components onto something that's already existing. But it's not a clearly outlined process. We spend so much time designing the experience for the customer, but it's critical to design the customer experience internally for the organization!

How to embed a culture of customer experience in your organization.

Kelly Harper, Director of Customer Experience at the Bank of Montreal (BMO Financial) showed us that not all banks are failing in the customer experience game.

BMO is leading the way at turning around the banking industry service model and showed us how BMO is taking customer experience to the next level. Kelly reminded us that customer experience isn't one thing. It's everything.
  • Customer experience is how customers feels about us.
  • Customer experience is our image and reputation in the marketplace.
  • Customer experience is what our customers say it is.
...and effective customer experience management means we should know all of this.

Customer Feedback Systems: What the Academic Research Evidence Says About Customer Experience

Neil Morgan, from Indiana University, probably made the most earth shaking news during the day when his presentation showed what scientific data says about customer experience, customer satisfaction, and the various customer experience programs available to organizations.

 Neil showed that studies show that market oriented organizations are likely to be more innovative and able to implement faster than those that aren't market oriented. When an organization is market oriented:
  • Innovates faster
  • Greater focus on perceived quality
  • More efficient and effective organizational performance
Neil discussed why statistical precision matters. Specifically, reminding that because of statistics, the Net Promoter Score (NPS) requires 13x greater sample size vs. standard satisfaction index. Ultimately, there is 0 academic evidence that customer satisfaction has impact in market share.

That's right. Customer satisfaction DOES NOT lead to greater market share. In all actuality, as the market share of an organization increases, there is a greater likelihood that customer satisfaction will actually DECREASE due to the size of the company, nature of a wider customer base, and inability to please every single customer!

 Does that mean that customer service scores don't matter? NO! But we HAVE to give CONTEXT to what the number say. Don't just give people scores, tell people what needs to be done with scores and what actions scores represent. Focus on actions!

Customer Experience Keeps Going and Going!

At this point, believe it or not, we were still just getting started with day 1!

 Other topics we discussed today were:

  • Designing Customer Experience - Going From Strategy to Experience Engineering.

  • Measuring Successful Voice of Customer and Speech Analytics Deployment. 

  • Customer Care-opoly: Gamification to Teach Customer Experience! 

  • How to Effectively Measure and Analyze and Leverage Multi-Channel Voice of Customer Data 

  • What Lessons We Can Learn From How Voice of the Customer Leaders Measure Customer Experience 
Customer experience is more than numbers and measurements. Some things we do in customer experience has a big impact, but doesn't show up in the numbers.

So remember to give context to the customer experience actions we want to take and the value to the organization.

Wednesday, June 6, 2012

How to win my business (a memo from your client)

Today's post is contributed by TMRE Guest Blogger, Katie Clark. You can follow her on Twitter @InsightsGal.
Hello! I'm your client.

In fact, I'm a client of several of you who are reading this blog.
And I've received phone calls, touch bases, sales pitches, and reach outs from many of you.

I'm one of many client-side researchers active in social media, blogging, and attending market research conferences. I'm privileged to be one of the official bloggers for The Market Research Event this year (thanks IIR !), the event that has more client-side participants than any other market research event.


Consider my blog entries the voice of your client, and feel to ask questions - let's make this interactive!

So for my inaugural TMRE blog post, let's discuss some basic tactics for how you suppliers out there can win my business, and the business of my client-side peers...or at least get a foot in the door.

1) Do your research
This is simple, but it bears repeating!
Yes folks, we're in the research business, so you would think it would go without saying that you should read up on a client before you pick up the phone. In our industry more than most that should be an ingrained trait.

But for at least 50% of the sales calls I receive, it's clear that the caller doesn't know the industries our company serves (hint: the info is on the website) and don't know that I work in B2B (hint: also on the website). So much information is on company websites, LinkedIn, and other social media that not doing your research isn't an excuse.

It's disheartening to get 5-10 minutes into a call only to hear a supplier say - "Oh, I didn't realize...sorry, we can't help you."

Don't get me wrong, it's not that we (the clients) don't want sales calls - we do! We want to hear what you can offer, but let's jump right into how you can best help us - and we can do that if you've done your research.

2) Be a team member, not just a product
Since many of us work in small research departments within a wider organization, we're often stretched for resources. When pitching to us, focus on how you and your organization can become part of our team, not just another piece of technology for us to manage.

Invest in customer care training, from your front line tech support to your account executives, it's that important! Customer care, and being focused on the customer experience, can be the tipping point during a sale, especially if your technology is not unique in the marketplace. More than once that has been the deciding factor to go with one vendor versus another, and I'm not alone!
(For some great customer experience stories and excellent coaching, see Annette Gleneicki's CX Journey blog.)

3) Social Media: We're out there, and we're watching you
I wholeheartedly suggest that you do become active on social media if you are not already.

You may query whether client-side researchers are on Twitter, Facebook, blogs, etc., and the answer is a resounding "yes!"

Some suppliers/agencies have felt there is a lack of social media presence among client-side researchers, but what you need to understand is that we are on social media primarily to monitor the chatter in our specific industries, which is often necessary to do our jobs. But don't discount the fact that we are out there, and likely we are watching YOU. Just as we ask for you to do your research when pitching to us, we do our research in looking at your presence on social media to help us determine whether we would like to enter into a business relationship with you. So, if you want to win our business, ensure that your social media presence is solid.

In closing, as a client-side researcher I want you suppliers and agencies to remember, we DO want to work with you and we want that relationship to be successful.

I look forward to hearing from many of you via the blog, and look forward to seeing most of you at The Market Research Event in November!

The Market Research Event will take place November 12-14, 2012 in Boca Raton, Florida.  For more information on this year's program, download the brochure.  If you register today and mention code TMRE12BLOG, as a reader of this blog, you'll save 15% off the standard rate!

Welcome to day one at The Total Customer Experience Leaders Summit!

The Total Customer Experience Leader’s summit kicks off at 8:00am today with opening remarks from our chairperson, David Blair, Director, Customer Experience, ROCKWELL AUTOMATION.

Join the conversation: follow our team on Twitter @TotalCustomer and if you're tweeting from the event use #TotalCEL. You can also catch up on sessions here throughout.


Thanks so much to our event sponsors:








Tuesday, June 5, 2012

Are you committed to customer experience? Don't miss out on this!


The time is here! The Total Customer Experience Leaders Summit begins! Live from Boston, MA, we'll be experiencing 3 jam-packed days of customer experience, customer experience, and more customer experience from the leading experts in customer experience design, measuring, development, and alignment.

The Total Customer Experience Leaders Summit will walk us through leading strategies to implement a successful customer experience culture in our organizations.



Throughout the three days we'll explore, collaborate, and build the ideas of designing successful customer experience programs, effectively measuring the impact of customer experience, strategically establish customer experience processes, and align entire organizations around customer-focused principles and processes.

Here's a quick preview of some of the hot topics we'll be covering here during the next three amazing customer experience days!

Design the Customer Experience

-The Academic Research Evidence for Customer Experience
-Customer Experience Design—From Strategy to Experience Engineering
-Successful VOC and Speech Analytics Deployment - A Real-Life Case Study!

Measure the Customer Experience

-Customer Care-Opoly
-How to Effectively Analyze and Leverage Multi-Channel VoC Data
-Lessons Learned From Voice of the Customer Leaders
-The Seven Deadly Sins (and Seven Heavenly Virtues) of Voice of the Customer Research
-From Bow to Stern: How Royal Caribbean is Strengthening Guest Engagement
-Measuring Customer Loyalty

Strategically Establish Customer Experience

-Integrating Voice of the Customer into the Organization
-Summiting the Customer Experience Measurement
-How Emotion Drives Customer Experience, Engagement and Loyalty
-The Value of Happiness in Creating Positive Customer Experiences

Align Around Customer Experience

-How Highly Engaged Employees Deliver the Brand Promise through Customer Experiences
-Linking the Voice of the Customer to Business Processes and Results
-Creating a Customer-Centric Culture
-Integrating a Management Decisions into the Customer Experience

Stay tuned! I'll be giving you a little taste of the customer experience feast that will take place at the Total Customer Experience Leaders Summit!

Monday, June 4, 2012

Country Music and the Social Media User

While social media has been a key staple in the pop music world for a long time, it's just now that a country music star is taking advantage.  While many believe that many country music listeners aren't engaged, that's simply not true.  According to Mashable, two out of four people buying technology are country music listeners.  Approximately 76% of those attending the CMA Music Festival were engaged in social media during the event.

In a recent article at Mashable, they profile new country music singer Jana Kramer for her use to engage her listeners.  Through the use of Instagram, she encouraged her listeners to take pictures to share what certain songs meant to them.  For engagement, after certain numbers of photos were tagged, songs and a video were released to the public.  Her campaign was successful, encouraged engagement and rewarded her listeners with great content.  This proved that not only was the country music listener online, but enjoyed interacting and sharing with their singers.

At The Market Research Event 2012, on Monday, November 12, we'll have a fully symposium dedicated to Social Media Listening.  Jana knew where her audience was, and found out what made them want to engage.  If you'd like to begin to survey your market to do the same, we encourage you to join us in Boca Raton this November.  For more information on the event, download the brochure here.  If you register to join us today, register and mention code TMRE12BLOG to save 15% off the standard rate!

What does this mean for the market research community?  Your users are online.  Do some research to find out where they are.  Also, they'll engage for the right reasons.  What can you use to connect with your market?


Understanding How Key Customer Life Events Drive Brand Innovation - Complimentary Web Seminar

In association with Questback, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar. This webinar is part of the 2012 Insights Webinar Series: Your resource for insights on the cutting edge.

Understanding How Key Customer Life Events Drive Brand Innovation
Tuesday, June 19, 2012, 1:00PM - 2:00PM Eastern Time

Presenter: Jim Whaley of Questback

Reserve your Webinar seat now at: https://cc.readytalk.com/r/7ck8vvrz74p8
Please mention your priority code: MWJ0021-Blog


Consumers are faced with brand decisions everyday - from the browser they use when surfing the Internet, to their toothpaste choice and where they get gas. When did these brand choices begin? How early in the buying cycle did the consumer experience influence their purchase decision? This is a question we may lose sight of. But today, brands must understand key milestones and triggers in a customer's life (a baby shower, opening a checking account, or moving out on your own) to build a better brand promise. They must understand where and how customers get information and their experiences and how they use that information to make decisions about your brand.

As a result, leaders struggle with decisions about funding and prioritizing projects and new campaigns. It is critical now more than ever, that brands take a deeper look at their insights programs and marketing channels and how they manage them. Join Questback Vice President, Jim Whaley, as he presents "Understanding How Key Consumer Life Events Drive Brand Innovation."

During this 1 hour complimentary web seminar, Jim will cover the challenges facing marketers today: 

•    Understanding key customer-event touchpoints;
•    Aligning marketing communications and your agency partners with new media realities;
•    Incorporating insights into business process; and
•    How to best share information with key stakeholders in your organization for decision support.

Jim will share what some of the biggest brands are doing to engage with customers and track customer experiences to gather insights for product, channel and brand innovation. And he'll wrap it up with some recommendations on what you can begin doing today to better understand the influences on your customers and their buying behaviors.

Title: Understanding How Key Customer Life Events Drive Brand Innovation
Speaker: Jim Whaley, Questback
Date: Tuesday, June 19, 2012
Time: 1:00 - 2:00 PM EDT

Register Now: https://cc.readytalk.com/r/7ar5uyjdr30s
After registering you will receive a confirmation email containing information about joining the web seminar.


Customer Experience Support for the Customer Experience People


We've finally arrived at the week of the Total Customer Experience Leaders Summit! I'm looking forward to hearing from an excellent line up of customer experience leaders and hope you are looking forward an amazing and insightful week.

If you you're still undecided, there's still time! The Total Customer Experience Leaders Summit starts on Wednesday, June 6 in Boston, MA. I want to get our week started by talking about why customer experience matters.

An exceptional customer experience take strategy, planning, commitment and hard work. It's not enough to put warm bodies where customers will be and think that great customer experiences will happen, just because you have real, live humans.


The true customer-centric, customer-thinking, and customer-loving organizations understand the needs of customers, and take action for customers at every level to develop the customer experience.
If you’re going to improve customer experience...you have to find ways to meet customers’ individual needs and manage the emotional states that impact decision-making. That will require strong relationships, excellent performance, and engaged employees. Your framework must reflect these components.

Curt Carlson, Senior Vice President, Customer Experience Management – TNS North America

Who can you rely on to verify your framework? When the customer service leaders have questions, who can they turn to?

It's often difficult to effectively plan and execute all of the components of exceptional a customer-focused program. Luckily, we have tools, resources, experts, and a supportive community ready to help. They're there because they're also working or have worked out in the past, the same components we're working to implement today.

A Summit for Customer Experience Leaders

One Collective Voice, One Collaborative Congress, One Holistic Customer Experience Training.

The Total Customer Experience Leaders Summit is the conference where YOU get the chance to learn and collaborate with industry leaders from across the business spectrum. The conference brings together the top minds to share genuine insights and best practices which speaks to the TOTAL customer experience process.

This unique conference focuses on:

Designing the Customer Experience

See how VOC data and design principles can be used to engineer experiences across your organization.

Measuring the Customer Experience

Drive change and optimize your sales force by measuring customer feedback through the entire framework for customer service.

Strategizing for Customer Experience

Interpret, analyze and evaluate your customer strategy to ensure business relevance.

Aligning to the Customer Experience

Integrate and leverage your customer touch points – measurement, ROI, linkage, VOC, technology, design principles, operational metrics, and senior leadership – to structure a successful and meaningful program.

If you're ready to participate in a conference where you'll be connecting and discussing the most innovative techniques to gain consensus and buy-in, this conference will help you focus on the key areas of change and create a unique customer experience with customer focused interaction that will make a difference and establish your customer experience.

The Total Customer Experience Leaders Summit is a great opportunity to take advantage of 3-full days of innovative keynotes, and advanced case-studies that explore Customer Experience Design, Measurement & Feedback, Strategy, and Alignment.

Friday, June 1, 2012

Idea Gathering: Customer Experience News: A Balancing Act

It's time for our final Idea Gathering wrap up before we head off to Boston for the Total Customer Experience Leader's Summit to enjoy the real thing next week!


The Total Customer Experience Leaders Summit provides both B2B and B2C case studies and translating these innovations and insights is a huge part of the value of the conference. Our unique idea gathering wrap-ups between sessions facilitate this translation and were one of our most highly rated features last year. This year we're continuing the tradition with extended Q&A Idea Gathering sessions. We have built in extra time for questions, feedback and open conversation during each break. Moderated by Jeff McKenna from Chadwick Martin Bailey, these sessions will provide a forum for more in-depth discussions.

Here on the blog we're doing a regular series of idea gathering wrap ups, pulling together some of our favorite stories on customer experience, customer experience design, and overall customer-centricity.

This week, we chuckled at this piece on new finance website The Billfold detailing "How to Score a Refund From Your Terrible Internet Service Provider in 12 Emotionally Complicated Steps."

For that one customer, it turned out that twitter was the fastest way to receive a response. Likely because the company in question has put an effort into improving that channel. However, this recent study found that "Only 44% Of Customer Questions On Twitter Are Answered Within 24 Hours" so obviously not everyone is receiving that kind of results. (Zappos.com, ever the customer experience champion, answered 82 percent of tweets within one hour of receiving them, but they were obviously not the norm in the study.)

Similarly, when it comes to mobile, CMS Wire confirms that many businesses are struggling saying, "Not everyone it seems is having an easy time arranging their customer experience management (CXM) strategies around mobile first."

So how do you achieve that balance between channels? Businesses today need to be available to respond at all touch points, and also be providing the kind of customer experiences that don't drive customers away. As this article on Bizcommunity.com states: "Lip-service isn't enough since anyone can follow a conversation between a company and a customer and make up their own mind."

So how do you handle the juggle? Any tips for finding the balance? Share with us in the comments!


Don't forget, You can follow us on Twitter or become a fan on Facebook for industry news all week long and live updates from the event next week!

Understanding How Key Customer Life Events Drive Brand Innovation - Complimentary Web Seminar

In association with Questback, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar. This webinar is part of the 2012 Insights Webinar Series: Your resource for insights on the cutting edge.

Understanding How Key Customer Life Events Drive Brand Innovation
Tuesday, June 19, 2012, 1:00PM - 2:00PM Eastern Time

Presenter: Jim Whaley of Questback

Reserve your Webinar seat now at: https://cc.readytalk.com/r/7ck8vvrz74p8
Please mention your priority code: MWJ0021-Blog

Consumers are faced with brand decisions everyday - from the browser they use when surfing the Internet, to their toothpaste choice and where they get gas. When did these brand choices begin? How early in the buying cycle did the consumer experience influence their purchase decision? This is a question we may lose sight of. But today, brands must understand key milestones and triggers in a customer's life (a baby shower, opening a checking account, or moving out on your own) to build a better brand promise. They must understand where and how customers get information and their experiences and how they use that information to make decisions about your brand.

As a result, leaders struggle with decisions about funding and prioritizing projects and new campaigns. It is critical now more than ever, that brands take a deeper look at their insights programs and marketing channels and how they manage them. Join Questback Vice President, Jim Whaley, as he presents "Understanding How Key Consumer Life Events Drive Brand Innovation."

During this 1 hour complimentary web seminar, Jim will cover the challenges facing marketers today: 

•    Understanding key customer-event touchpoints;
•    Aligning marketing communications and your agency partners with new media realities;
•    Incorporating insights into business process; and
•    How to best share information with key stakeholders in your organization for decision support.

Jim will share what some of the biggest brands are doing to engage with customers and track customer experiences to gather insights for product, channel and brand innovation. And he'll wrap it up with some recommendations on what you can begin doing today to better understand the influences on your customers and their buying behaviors.

Title: Understanding How Key Customer Life Events Drive Brand Innovation
Speaker: Jim Whaley, Questback
Date: Tuesday, June 19, 2012
Time: 1:00 - 2:00 PM EDT

Register Now: https://cc.readytalk.com/r/7ar5uyjdr30s
After registering you will receive a confirmation email containing information about joining the web seminar.

The Market Research Event 2012 Full Program Unveiled!

As organizations across the globe demand more from their insights groups than ever before, what will your role be?

The Market Research Event 2012 is focused on developing you both professionally and personally into a transformational leader in your organization. The new value proposition for the market research community is about uncovering real insights that will create new value. TMRE will empower you with new skills that will enable you to tranform research into insights and use storytelling to build a compelling business case for meaningful action.

Introducing TMRE 2012: The NEW Value Proposition: Transforming Insights Partners into Strategic Consultative Leaders.



TMRE is the largest and most respected market research event in the industry. With more than 136 sessions and 170+ speakers, gain access to the most comprehensive set of industry perspectives from insights leaders across the globe.

2012 Featured Speakers Include:
  • • Philip Chambers, SVP, Global Insights, PepsiCo
  • • Daniel Kahneman, the World's Most Influential Living Psychologist, Best Selling Author, Thinking, Fast and Slow
  • • Robert V. Kozinets, World Renowned Expert on Net-Nography, Professor, Schulich School of Business, York University
  • • Guy Kawasaki, Former Chief Evangelist of Apple, Author of Enchantment
  • • Robert J Atencio, Global VP, Consumer Insights, Pfizer Consumer Healthcare
  • • Jonah Sachs, Author, Winning the Story Wars, Co-Founder & Creative Director, Free Range Studios
  • • Jim Stengel, Former Global Marketing Officer, P&G, Author of Grow: How Ideals Power Growth and Profit at the World's Greatest Companies
  • • Bob Johansen, Ten Year Forecaster, Author, Leaders Make the Future
Completely New Content Areas For 2012:
  • • Social Media Listening
  • • Mobile & Technology
  • • Trends: With a Special Hispanic/Millennial Focus
  • • Consultative Skills Development
  • • Strategy & Futuring
  • • Data Analysis and BIG Data
  • • Collaboration in Action: Industry Roundtables & Interactive Work Groups
Returning Themes - With all new, never before seen presentations for 2012:
  • • Ad & Media Research
  • • Shopper Insights
  • • Business to Business Research
  • • Global Research
  • • Insights Leadership & Transformation
  • • Brand Insights: Letting the Brand Tell the Story
  • • Insight Driven Innovation
  • • The New MR Toolkit
Find out for yourself why The Market Research Event has been dubbed year after year as the World's Top MR Event. If you'd like to join us, as a reader of this blog, when you register to join us and mention code TMRE12BLOG, you'll save 10% off the standard rate!  If you have any questions, feel free to email Jennifer Pereira.