Friday, December 21, 2012

Happy Holidays from Customers 1st!

We're taking some time off from our coverage of customer experience and service to celebrate the season with our loved ones. We want to sincerely thank you for your readership, your comments and your participation. We look forward to returning to the world of customer experience management in 2013!

Looking back, here is our top Customers 1st post from 2012:

This Week In Customer Experience: "Experience" as Marketing Buzzword

What was your favorite topic covered in 2012?

We wish you Happy Holidays! 

The Customers 1st Team
Follow us on Twitter: http://twitter.com/TotalCustomer
Become a fan on Facebook: https://www.facebook.com/TotalCustomer

Thursday, December 20, 2012

A Look Back at TMRE: Ingredients for Success when using MROCs

In the upcoming weeks, we'll be featuring insights from The Market Research Event 2012 attendees. 

In today's update, Dave Gustafson shares his notes on Day 1 Track 2 Social Media Listening Track, "It’s More than Just Buzz: How to Leverage Social MR and SM Listening to Gain Insights" with Caroline Klompmaker, Global Insights Business Lead, Burt’s Bees Div of Clorox.

Caroline defined the Burt’s Bees MROC as “a marketing formula of influencers and passionate fans.” At Burt’s Bees, they try to be creative – e.g., they host public events for bloggers, they have developed a MROC from their opt-in e-mail list (“The Hive”), etc.

She defined social media as Internet-based tools and platforms that provide enhanced interactions. She suggested it is important with MROCs to emphasize active participation and collaboration. In addition, from an interpretation standpoint, there is a need to understand biases/skews with social data, and the need for a structured approach in order to gain insights (because there is so much data/information).

Engagement with their online community occurs via a variety of approaches -- discussion forums, highly-visual surveys, highlights and clicks, photo sharing, digital journals and collages. Caroline noted “it is all about keeping the community active and engaged.”

Relative to traditional research, there are some definite pros/benefits from social media listening: large sample, timeliness/immediacy, ease/access to information, and cost effectiveness.

However, there are also cons/things to be aware of when using results from social-based approaches: skewed sample (digital), the information is publicly-shared, and the “group think” phenomenon.

Caroline’ advice/ingredients for success when using MROCs include the following suggestions:
1) ensure the insights fit within your research plan,
2) cultivate an internal knowledge base of social and its applications,
3) seek a champion/nurture internal support,
4) be cognizant of the MROC terms/specifications (e.g., size, frequency of interactions, etc.),
and 5) leverage vendor support.

As Marketers, how can we put social market research and social media listening into the appropriate context? How does your MROC compare?


Dave Gustafson is a career market researcher based in the Philadelphia area. In addition to owning and running his own boutique market research firm, he is the Chief Advisor at Spych Market Analytics, LLC. Dave can be reached at dave@SpychResearch.com

Wish to submit your insights for inclusion in this series? Email submissions to Michelle LeBlanc at mleblanc@iirusa.com 

Tuesday, December 18, 2012

A Look Back: Top Content of 2012

We're about to step away from the keyboard for a bit here at the Digital Impact Blog to have an unmediated holiday season. I'm not sure that I agree that "Google [is] Making Us Stupid," but taking time away from normal activities has been shown repeatedly to increase creativity. Most recently, researchers at the University of Kansas and University of Utah tell us all to go take a hike.

In the meantime, December is the time for year end best-of lists and reflection. As our official "look back," here are our top 5 posts from 2012. Browse through and see what you may have missed during a busy year, and as always, let us know what you think!

Our number one most popular post in 2012 was the announcement of our webinar with Jeffrey Hayzlett,"Driving Change with Mobile Marketing Strategies." If you missed it, catch the recorded webinar here.

Also popular from our coverage of The Mobile Marketing Conference was "What's your Digital IQ?" featuring 5 digital brand predictions for 2012.

Rounding up the list are: a feature on Gilt Groupe, our "Community Manager Appreciation Day" post and the recap of our Mobile Marketing expert panel featuring Carrie Chitsey, CEO, 3Seventy, Joseph Cox, President, VMBC and Brent Drake, Vice President, Sales & Marketing, Best Fit Mobile & Marketing.

What were your favorite posts from this year?

To submit guest posts or content ideas for 2013, you can contact me, Michelle LeBlanc, at meblanc@iirusa.com

Happy holidays from the Digital Impact Blog team!

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing.

Optimizing Communications with a Message Simulator

Today's blog post comes from Dr. David Forbes, Ph.D., of Forbes Consulting, an exhibitor at The Market Research Event 2012.

Developing optimal communications is a challenging topic that we at Forbes Consulting pursue relentlessly. Think for a moment – what if you could predict the market impact of communicating specific brand benefits or positioning elements and choose between them for optimal market impact? The Forbes Message Impact Simulator allows you to do just that. It allows you to experiment with levels of prominence of a single benefit, or with various combinations of benefits – and observe the effect on your brand’s appeal and resulting estimated brand volume.

The simulator below starts with the base scenario – current performance on all product attributes as well as current reach (a measure of the breadth of your brand’s connection with a population of interest), frequency (a measure of the depth of your brand’s connection with a population) and volume. By changing the strength of your brand’s functional and/or emotional equities in the simulator, you can immediately see the impact. The FCG Message Impact Simulator lets a user comprehensively evaluate the impact of alternative communication platforms, and choose the one with the strongest potential.
click to enlarge



For more information on Forbes Consulting please visit http://www.forbesconsulting.com/

Facebook & Nationwide Share How to Unlock Critical Insight for Your Business from Social Media

As another year comes to an end, many of us are looking back through the year reflecting on our business, our customers and the future. It's no secret that customer engagement is evolving, the question is how we, as customer-centric professionals, are addressing these changes and updating our strategies.

Today, phone communication accounts for about 6,000 connections per day, online live chat a little over 400 and social media, an astounding 1,100,000 connections per day.*

Are you listening and observing your customers through the social medium?

Your opportunity to tie in VOC data across touch points is exponential. Today's total customer experience strategy moves from "asking" to listening and observing customer actions and behaviors to achieve the holy grail of a 360 degree customer understanding.

Featuring Leaders in Social Media:

Valuing Customer Input and Feedback
Jasmine Green, Vice President, Chief Customer Advocate, Nationwide

Often referred to as "Listener in Chief", Nationwide's Jasmine Green will discuss her role in facilitating customer dialogue through the power of listening. She will talk about what it means to be a 'Listener in Chief' and the value that active listening adds to cultivating positive customer relationships. Explore how VOC data and design principles can be used to engineer experiences across your organization. She will also describe the opportunity that social media lends to actively listen to customers and proactively engage them through these mediums. Finally, she will discuss the benefits of recognizing and admitting mistakes that result in the potential to fracture otherwise positive relationships and the art of apologizing for error through action and results.

The New Collision of Measurement and Customer Insights
Sean Bruich, Head of Measurement Platforms & Standards, Facebook

As the leading place that consumers connect with friends, engage with brands, and share their experiences, Facebook represents nearly a quarter of all time spent online and bridges the digital divide between web, mobile and offline experiences. Through creating an understanding of these linkages between online and offline experiences, new technology platforms are enabling unprecedented opportunities to instrument, measure and analyze consumer behaviors, and thus create huge leaps in consumer experiences from creating powerful marketing programs to optimizing consumer products or experiences. Here, we describe some of the ways that these platforms have unlocked crucial insights into consumers, and how those insights were translated into action.

The Total Customer Experience Leaders Summit is bringing together cross-industry customer professionals from American Express, CVS Caremark, Eli Lilly, JetBlue Airways, Safelite AutoGlass, Toyota and more to share their customer journey. If you are serious about measuring and improving customer experience, you need a forum to meet fellow professionals and share best practices - and that's what this conference is about.

Visit our website and download the brochure for the full speaker list and session details.

We invite you to the 2013 summit to Craft Your Insights-Rich Customer Story - From Transparency to Trust. As a reader of this blog, we’d like to offer you a 15% discount off the standard registration rates, use code TCEL13BLOG.


We hope to see you in April in Boston.
The Total Customer Experience Leaders Event Team

Follow us on Twitter: http://twitter.com/TotalCustomer
Become a fan on Facebook: https://www.facebook.com/TotalCustomer


* From Social Media and the Customer Experience

Monday, December 17, 2012

Reminder: Winning the Brand Share Battle Webinar

With TMRE 2012 behind us, we’d like to remind you that the learning doesn’t end with our annual event. IIR USA and The Market Research Event would like to invite you to participate in our on-going Insights Webinar Series, your resource for insights on the cutting edge.

We're pleased to present one more upcoming webinar in the 2012 series, Winning the Brand Share Battle Tuesday, December 18, 2012 1:00 PM - 2:00 PM ET Presented by Kirsten Zapiec, Senior Vice President, TNS

Traditional research methodologies are fundamentally flawed. The industry relies on incomplete models that fail to reflect what people actually do, and fail therefore to give marketers a true understanding of what is happening to their brands – where the growth opportunities lie and when a brand is at risk.

To provide marketers with clear direction for profitable brand growth, research must better reflect how people make decisions. It must acknowledge that human beings are often indecisive, inconsistent and their spending patterns shift constantly for many reasons.

Using real examples from a global TNS study, The Commitment Economy, Kirsten Zapiec, Senior Vice President at TNS, will show you how to identify the biggest growth opportunities for your brand. They will reveal the three main marketing levers that prevent companies from taking advantage of these growth opportunities – and the best ways to deal with each of them.

Register for this webinar here.

This webinar is sponsored by: TNS
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviors and at titudes across every cultural, economic and political region of the world.

TNS is part of Kantar, one of the world's largest insight, information and consultancy groups.

All of our Insights web seminars are available after the live event for on-demand learning, view past insights webinars here.

Friday, December 14, 2012

Special Offer from Google Consumer Surveys

TMRE is pleased to share the following offering from 2012 sponsor Google:

Google Consumer Surveys is a fast, accurate and affordable way to do market research online. Gather insights, track trends, and model consumption behavior in near real-time. Google automatically analyzes responses, providing the data through a simple online interface within 36 hours.

Try Google Consumer Surveys now with a $75 coupon off of your first survey: http://www.google.com/insights/consumersurveys/offer/tmre

Next Week: Winning the Brand Share Battle - Complimentary Web Seminar

In association with TNS, 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.

Winning the Brand Share Battle
Tuesday, December 18, 2012, 1:00 PM - 2:00 PM (ET)
Presenter:
• Kirsten Zapiec, Senior Vice President, TNS

Reserve your Webinar seat now at: https://cc.readytalk.com/r/3qpxf2cfysqj
Please mention priority code: MWJ0022BLOG

Traditional research methodologies are fundamentally flawed. The industry relies on incomplete models that fail to reflect what people actually do, and fail therefore to give marketers a true understanding of what is happening to their brands - where the growth opportunities lie and when a brand is at risk.

To provide marketers with clear direction for profitable brand growth, research must better reflect how people make decisions. It must acknowledge that human beings are often indecisive, inconsistent and their spending patterns shift constantly for many reasons.

Using real examples from a global TNS study, The Commitment Economy, Kirsten Zapiec, Senior Vice President at TNS, will show you how to identify the biggest growth opportunities for your brand. They will reveal the three main marketing levers that prevent companies from taking advantage of these growth opportunities - and the best ways to deal with each of them.

Register Now: https://cc.readytalk.com/r/3qpxf2cfysqj
After registering you will receive a confirmation email containing information about joining the webinar.

This webinar is sponsored by: TNS

Thursday, December 13, 2012

A Look Back at TMRE: Staying Relevant with Today’s Consumersn

In the upcoming weeks, we'll be featuring insights from The Market Research Event 2012 attendees. In today's update, Dave Gustafson shares his notes on Day 1 Track 1: Trends Track: Using Metaphor Elicitation to Capture the Mood of the Nation with Stephen Hahn-Griffiths, Chief Strategy Officer, Leo Burnett.

Brief: Staying Relevant with Today’s Consumers

Stephen suggested there are six meta types of consumers (based on a driving metaphor):
1) Arrivers,
2) Engineers (plan methodically),
3) Lonely Travelers (feel handcuffed),
4) Easy Riders (middle of the road; non materialistic),
5) Dismayed Mechanics (need a jump start; something is missing in their life), and
6) Defensive Drivers (need help/assistance; live pay check to pay check).

He emphasized the need to increase comfort with what a brand stands for, with a focus on participation, motivation, resonance and relevance. He cited several examples of different approaches companies currently use to increase comfort:
• Panera – creating comfort through quality
• Zappos – comfort through customer experience
• Fidelity – comfort through road to financial future
• Kellogg’s/Frosted Flakes – comfort through rituals/nostalgia
• Jet Blue – comfort via amenities

How do today’s brands stay relevant with today’s consumers?
How can we keep our customers engaged?

This leaves us with some interesting questions marketers need to ask themselves:
1) What meta type(s) does my brand serve?
2) Where does my brand fit on the “road to comfort”?

Dave Gustafson is a career market researcher based in the Philadelphia area. In addition to owning and running his own boutique market research firm, he is the Chief Advisor at Spych Market Analytics, LLC. Dave can be reached at dave@SpychResearch.com

Wish to submit your insights for inclusion in this series? Email submissions to Michelle LeBlanc at mleblanc@iirusa.com 

Wednesday, December 12, 2012

The Emotional Mind

Today's blog post comes from Dr. David Forbes, Ph.D., of Forbes Consulting, an exhibitor at The Market Research Event 2012.

Why do consumers “really” think and act as they do?

We have long known that the deep seated emotional centers of the human mind generate the most powerful motivational forces driving consumer behavior. Traditional market research, however, has historically only accessed the conscious intellectual layers of the consumer mind. The desire to learn about the emotions that “really” control behavior are largely unfulfilled.


Two barriers confront the market researchers in this quest. First, consumers are often unaware consciously of these deep-seated emotional forces.

As St. Augustine wrote in the thirteenth century, “I cannot grasp all that I am.” His insight remains true of consumers today. Consumers today are no more able to grasp the motivations that arise from emotional centers of the brain that work below the level of consciousness than St. Augustine was; in the language of pop psychology, consumers are “out of touch” with their feelings on the issues important to marketers.

Second, consumers are often unwilling to share their emotions with market research professionals, even when they are able to consciously access and articulate their emotions. Rare is the respondent who is willing to share reasons for behavior that might make them seem frivolous or irrational.

So where does this leave market research in its quest for “real reasons” behind consumers’ behavior?

The news actually is good. The conscious mind is far from irrelevant – it remains an important driver of attitudes and behavior, and traditional market research continues to excel at researching the conscious mind. For the first time, neuropsychologists have documented the activity in those areas of the brain responsible for our emotions. Employing techniques from perceptual and cognitive science, clinical market researchers have begun to leverage the insights from neuropsychology to devise methods for “talking” to these emotional centers of the brain.

Our proprietary Forbes MindSight® technique is a good example of how the latest insights about the brain can help market researchers acquire the once elusive emotional reasons for behavior – to get new data about “real” reasons that they have never gotten before. Consumers may remain unaware of their emotions or unable to share their emotions with us, but technologies such as MindSight® are overcoming these barriers.

Why do people really think and act the way they do? We are revealing motivations that they themselves may not know. Results from MindSight® research suggest that surprises are in store – for marketers and market researchers, and even for consumers themselves!

For more information on Forbes Consulting please visit http://www.forbesconsulting.com/

Nate Silver Shares His Insights into Reliable Forecasting & Data-Based Predictions

Last month, Nate Silver, Founder, FiveThirtyEight.com and Author, The Signal and The Noise,  made history as he used innovative analyses of political polling to predict the winner of the presidential election.

And now we welcome him to the speaker faculty of The Future of Consumer Intelligence.


As Nate has proven, it's not about looking to see what happened, it's about predicting what will happen in the future. It's about delivering foresight, not just insight. It's about connecting ideas to data to culture to the future of your business and this, is the real data revolution.

Nate Silver
Nate will share insights into data-based predictions that underpin a growing sector of critical fields, from political polling and hurricane watches to the stock market and even the war on terror.

That means it's important to ask - what kind of predictions can we trust? What methods do the most reliable forecasters use? What sorts of things can be predicted - and what can't? 

Nate will take us on a tour of modern prediction science, uncovering a surprising connection among humility, uncertainty and good results.

Win a Meet & Greet with Nate Silver

Register today and secure your spot to hear from Nate at The Future of Consumer Intelligence. Plus, the first 25 people to register will be invited to attend an exclusive meet and greet with Nate Silver!


Exclusive Early Bird Savings for The Future of Consumer Intelligence EventRegister by December 21st & Save $700 off the standard & onsite rate


The Future of Consumer Intelligence unites the industry's most forward-thinking leaders to share insights, tools and skills needed to translate behavioral information into business opportunity. Hear best practices from: FedEx, General Motors, Harrah's Entertainment, Intel, Logitech, Mastercard, Starwood Hotels & Resorts and more.

The Future of Consumer Intelligence 2013 is still in development - stay tuned in the next few weeks as we reveal the full agenda.

Registration Information: 


Phone: 888.670.8200


Tuesday, December 11, 2012

Customer Experience Experts Podcast: Scott Swift

Scott Swift,
Vice President, Customer Information,
Hunter Douglas, Inc
In anticipation of our 2013 event, I recently spoke to Scott Swift, Vice President, Customer Information, Hunter Douglas, Inc. about his involvement and experience with the Total Customer Experience Leaders Summit.

We discussed upcoming trends in the customer experience space, and the huge importance of knowing what your customer experience or voice of the customer program goal is.

 Listen to the podcast here to learn more.

Want to be involved in more discussions like this? 
Visit our newly launched "Interact" page on our event website to have your say. 

Or, join Scott Swift as he chairs the 2013 Total Customer Experience Leaders Summit. As a reader of this blog, we’d like to offer you a 15% discount off the standard registration rates, use code TCEL13BLOG.

Visit our website to download the 2013 brochure, learn more about the event, or register.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She is the voice behind the Total Customer Experience Leaders Summit on Twitter, Facebook and LinkedIn. She may be reached at mleblanc@iirusa.com

Nate Silver Shares His Insights into Reliable Forecasting & Data-Based Predictions


Last month, Nate Silver, Founder, FiveThirtyEight.com and Author, The Signal and The Noise,  made history as he used innovative analyses of political polling to predict the winner of the presidential election.

And now we welcome him to the speaker faculty of The Future of Consumer Intelligence.


As Nate has proven, it's not about looking to see what happened, it's about predicting what will happen in the future. It's about delivering foresight, not just insight. It's about connecting ideas to data to culture to the future of your business and this, is the real data revolution.

Nate Silver
Nate will share insights into data-based predictions that underpin a growing sector of critical fields, from political polling and hurricane watches to the stock market and even the war on terror.

That means it's important to ask - what kind of predictions can we trust? What methods do the most reliable forecasters use? What sorts of things can be predicted - and what can't? 

Nate will take us on a tour of modern prediction science, uncovering a surprising connection among humility, uncertainty and good results.

Win a Meet & Greet with Nate Silver

Register today and secure your spot to hear from Nate at The Future of Consumer Intelligence. Plus, the first 25 people to register will be invited to attend an exclusive meet and greet with Nate Silver!


Exclusive Early Bird Savings for The Future of Consumer Intelligence EventRegister by December 21st & Save $700 off the standard & onsite rate


The Future of Consumer Intelligence unites the industry's most forward-thinking leaders to share insights, tools and skills needed to translate behavioral information into business opportunity. Hear best practices from: FedEx, General Motors, Harrah's Entertainment, Intel, Logitech, Mastercard, Starwood Hotels & Resorts and more.

The Future of Consumer Intelligence 2013 is still in development - stay tuned in the next few weeks as we reveal the full agenda.

Registration Information: 


Phone: 888.670.8200


Wednesday, December 5, 2012

Reminder: Insights Webinar Today!

Erin Barber, Vice President, C+R Research recently wrote of The Market Research Event 2012:
"Not only did we hear about big data — the hottest of “hot” topics — we also heard about mobile, eye tracking, neuroscience, visual storytelling, “infotainment,” social media listening, online communities, Millennials, and much more."
Now, IIR USA and The Market Research Event is pleased to bring C+R Research to our online "stage" as part of the on-going Insights Webinar Series, your resource for insights on the cutting edge.

Join us today, Wednesday, December 5, 2012 1:00 PM - 2:00 PM ET for "Falling Dow + Rising Tao: What the Quest for Balance Means for Your Brand," Presented by Erin Barber, Vice President, C+R Research and Mary McIlrath, Ph.D., Senior Vice President, C+R Research

Register here. 

Nowadays, there's a focus on the Millennial generation and understanding what makes them tick. However, we've uncovered what's relevant and present across all generations, including Millennials. Hard economic times have shifted the way most consumers prioritize the pieces of their lives and the way they select brands to help them walk their chosen path. Balance is not a new concept but cultural changes have forced many to reconsider how they can achieve it. In this research, we delved into multi-generational consumers' lives to get a holistic understanding of what they're doing and how they feel about their lives on a daily basis. We uncovered what brands are currently helping them and what your brand could do to help consumers reach their goals.

Using a multi-pronged approach - in-depth online discussions, mobile and video ethnography, online chats, and online surveys - we captured the latest balancing act and what it means for your brand. In this webinar, learn how you can:

Help sustain your consumer's household ecosystem
Keep your consumer’s eye on the big picture
Shift the focus to progress, not perfection
Win by understanding the new family team
Trade in the currency of time

Hope you can join the session and share your questions and thoughts during the Q & A period.

Best,
The TMRE Team

Connect with us:
Twitter: http://twitter.com/tmre
Facebook: https://www.facebook.com/marketresearchevent 

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

Tuesday, December 4, 2012

Dynamics of Permissability in Food and Beverage

Today's blog post comes from Dr. David Forbes, Ph.D., of Forbes Consulting, an exhibitor at The Market Research Event 2012.
 Consumers everywhere are exposed to a constant preoccupation with health and nutrition. Packaged, processed food and beverage products are often criticized because they represent a departure from “simple, natural whole foods” that are the archetype of healthy eating. At the same time, consumers are attracted to the convenience benefits, as well as the tastes and textures of today’s food and beverage products.

To resolve the conflicts between an aspiration to eat healthy while taking advantage of the vast range of highly desirable packaged food and beverage products, consumers create what may be called “permission structures.” Permission structures are lines of reasoning about products, and about people, that reduce the potential for values conflict between packaged food consumption and a desire for healthy eating lifestyles.

Our research has led us to identify four categories of permission structures, each of which operates in a range of situations to support consumers’ decisions to use packaged foods and beverages:

  • Nutrition-Based Permission: tied to the ingredients of the product itself
  • Situational Permission: linked to consumer lifestyle constraints or requirements
  • Emotional Permission: tied to psychological benefits of a product
  • “Not Me” Permission: involving denial of responsibility for the consumption decision

These permission structures may operate separately or in combination whenever a consumer chooses to consume a packaged food or beverage that could pose a values conflict for the consumer – including situations where moms and dads make purchases, mindful of their responsibilities to be “good parents.”

Nutrition-based permission structure is created when the consumer focuses on the individual highly symbolic ingredient, and shapes an attitude toward a product based on this ingredient. In psychological terms the consumer “takes the part for the whole,” and reacts to the product overall on the basis of the ingredient.
  • “Good” ingredients often attain positive status because they are linked to the “simple, natural, whole” food archetype of nutrition such as:
  • “It’s OK because it has low/no _______ [salt, high fructose corn syrup, calories].”
  • “It’s OK because it has/is made from _______ [organic fruit, whole grains].”
Situational permission structures are the way consumers tell themselves “I’m doing the best I can.” In this case, meeting the basic need of sustenance – vs. going hungry or staying thirsty – takes priority over the quality of the sustenance.
Two types are common:
  • Rush Permission: “I won’t have time to eat otherwise.”
  • Conflict-Avoidance Permission: “My child/teen/husband will at least eat something.”
Emotional permission structures are created whenever the act of eating or drinking moves outside of the functional goal of sustenance. When the emotional benefits of sensory pleasure take precedence over the act of eating or drinking, the rules of nutrition are temporarily suspended.
These are often seen in:
  • Reward Permission: “You’ve done _______, so you can have a _______.”
  • Indulgence Permission: “Oh what the heck… live a little.”
“Not me” permission is created when the circumstances of the purchase or consumption allow the adult decision-maker to deny responsibility for the consumption decision – creating a situation where the values system is not in operation. Two types are noted:
  • Not For Me: “I wouldn’t buy these except that my children love them.”
  • Radar Eating: Perhaps the most psychologically intriguing permission structure is typically created when a snack is in bite-sized form. This snack is often accessed in a container, which has more than one portion. The container is opened and the consumer eats pieces from the container while engaged in another activity (e.g., watching television). The consumer proceeds to eat most or all of the container and is then “surprised” to find that he/she has done so. In order to be subject to “radar eating” permission, a snack typically requires eating characteristics that make consumption truly automatic:
    • Crunch (signals time for another piece when sound disappears)
    • Good mouth clearance of flavor (prevents satiation)
    • “I can’t believe I ate the whole bag!”
Understanding the psychological permission structures can help marketers appreciate the decisions consumers make to consume food and beverage products. This improved understanding can prove invaluable to marketers who seek to sell their products based upon a deeper understanding of how the consumer makes choices.


For more information on Forbes Consulting please visit http://www.forbesconsulting.com/

Monday, December 3, 2012

Unveiling the 2013 Total Customer Experience Leaders Summit

You may have noticed some changes here on the blog lately. We've updated our design to provide a better experience for you, our readers, in anticipation of the launch of the 2013 Total Customer Experience Leaders Summit.

The Total Customer Experience Leaders Summit is more than a conference, it's a call to action for all leaders charged with and committed to strengthening and advancing their organization with a sound customer plan.

2013 will unite customer-focused professionals across industries, cultures and departments to deliver an unparalleled facilitation of provocation, collaboration and communication of higher level thinking around the alignment of customer strategy with business relevant aspirations. Download the brochure for the full agenda.

The opportunity for capturing data across touchpoints is exponential. Linking data driven behavior to business results, designing next generation customer experiences and measuring the impact of your customer programs is the difference between great and greater.

Customer Experience Design - Explore how VOC data and design principles can be used to engineer experiences across your organization.

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

Measurement & Feedback - Drive change and optimize your sales force by measuring customer feedback through the entire customer journey.

Alignment - Integrate and leverage your customer touchpoints - measurement & ROI, linkage, VOC, social media, technology, design principles, operational metrics and senior leadership.

We proudly announce all new keynote presentations from leading B2B and B2C companies:
• Jasmine Green, Vice President, Chief Customer Advocate, NATIONWIDE
• Thomas Feeney, President & CEO, SAFELITE AUTOGLASS
• Peter Fader, Professor of Marketing, THE WHARTON SCHOOL, UNIVERSITY OF PENNSYLVANIA
• Sean Bruich, Head of Measurement Platforms & Standards, FACEBOOK
• D. Randall Brandt, Ph.D., SVP, Customer Experience Management, MARITZ RESEARCH
• Chris Frank, Vice President, AMERICAN EXPRESS, Author, DRINKING FROM THE FIRE HOSE
• Ken Erickson, Ph.D., CEO & Cultural Anthropologist, PACIFIC ETHNOGRAPHY COMPANY
• Andres Nicholls, Partner, PROPHET

Visit our website and download the brochure for the full speaker list and session details.

Your success lies in your ability to know your customer, to value your customer and and all their unique experiences. We invite you to the 2013 summit to Craft Your Insights-Rich Customer Story - From Transparency to Trust.

As a reader of this blog, we’d like to offer you a 15% off the standard registration rates, use code TCEL13BLOG to save. Visit the webpage to register today.

We look forward to seeing you next April in Boston!
The Total Customer Experience Leaders Event Team

Stay in touch:
Follow us on Twitter: http://twitter.com/TotalCustomer
Become a fan on Facebook: https://www.facebook.com/TotalCustomer

Why are businesses still hesitant to adopt mobile?

Last March at the Mobile Marketing Conference, we heard from leaders in a variety of industries; healthcare, travel, and retail to name a few. In June 2012, Mashable reported that the restaurant industry was leading in mobile adoption.

"DudaMobile [found that] restaurants and food services from pizzerias and bakeries to food trucks take 28% of the total percentage of small to medium-sized businesses that have a mobile-friendly site.
This category is far more advanced than other industries looking to reach out to smartphone users, including professional services such as locksmiths and attorneys (16%), health and wellness including spas and salons (10%), travel and tourism such as hotels (8%) and automobile/transportation (6%). Retailer was number six on the list (5%) for small to medium-sized businesses."
Given the frequently local nature of mobile search, it makes sense for restaurants to immediately see the benefit of mobile adoption. Yet these numbers still seem extremely low across the board given that "there are now more than 1 billion smartphones in use worldwide." Are companies not feeling the pressure to innovate on mobile?

This morning, in an article about the legality of cab-hailing apps like Uber, Daniel Sperling, a professor of civil engineering and environmental science and policy at the University of California, Davis, and director of its Institute of Transportation Studies was quoted as saying:
“Transportation has been one of the least innovative sectors in our society...When I look at these new mobility companies coming, where they’re using information and communication technology, at a very high level it’s long overdue and should be embraced with open arms.”
From my point of view, yes, it is long overdue, and not just amongst transportation, but across industries. So why is mobile adoption amongst businesses so slow in coming? We've seen time and again the value of mobile across industries: why are businesses still so hesitant to adopt mobile?

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