New Function Fuses Consumer Affairs and Digital Insights
By Marc Dresner, IIR
headache that market researchers at all manner of corporations have struggled
with for years now.
Intelligence (FoCI) conference, I was intrigued to hear a story that,
ironically, involves an old school feedback tool.
information source often gets overlooked: Consumer Affairs, Customer Support’call
it what you will.
overshadowed by the profusion of seductive listening and engagement sources available
this a major missed opportunity for researchers, and she’s determined to ‘bring Consumer Affairs into the 21st century.’
Global Insights Lead for Consumer Affairs, Listening & Digital Insights’a new
department that reports into the company’s broader Global Insights function’all
of the excitement around social networks, etc., has provided a perfect
opportunity to at last pull Consumer Affairs into the insights fold.
has made everyone at companies really hot for hearing what consumers are saying
about their brands and products,’ Henricksen told the Research Insighter.
had access to this type of information for years through the phone calls, emails
and letters that consumers have been sending into Consumer Affairs departments.
Most companies have been sitting on a treasure trove of information and
insights they aren’t leveraging,’ she said.
layer of complexity to the pursuit of the elusive holistic truth.
one tweet, does not equal one email, etc. There are different issues, different
reach and risk implications and different costs associated with each contact
method,’ said Henricksen.
way to bring them all together because if you look at them separately, more
often than not I think you might reach the wrong conclusion,’ she added.
interview for FoCI’s Research Insighter
series, Henricksen discusses:
sources, modalities and methodologies
accelerating pace of digital innovation
norms and developing new ROI metrics
lessons learned and much more’
panel discussion on ‘Social Media Insights: Making Them Real and Measurable’ at the Future of Consumer Intelligence conference May 14-16 in San Francisco.
To review our world class program, download the brochure here.
Register by Friday May 3 and SAVE $300!
And for additional information, please visit www.futureofconsumerintel.com.
ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s senior editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for marketing and media research, consumer insights and intelligence professionals. He may be reached at firstname.lastname@example.org. Follow him @mdrezz.