Tag Archives: Brand loyalty

Insights as a Vehicle for Influence: Every Consumer is a Well-Informed Researcher

By: Amanda Ciccatelli,
Content Marketing & Social Media Strategist, Informa
Insights have become a vehicle for influencing marketing and
ultimately, the world. That’s why next in our Insights as a Vehicle for
Influence series, we sat down with Paul Donagher, Managing Director, Market
Strategies. In our conversation, he shed some light on how omnichannel is
impacting retail, how shoppers are shaping the future of retail, where retail
is going in the next five years, and more.
How has omnichannel
impacted retail positively?
Donagher: From a
consumer perspective it has opened a whole range of researching and buying
opportunities, or ‘instants of intent’. The intent has to be on both sides of the
relationship, where both the consumer has the need and the marketer has the
opportunity to have their brand positioned perfectly with the proper
connections planning. Connections planning is really what omnishopping is all about ‘ furthermore, we
believe that the best outcomes for marketers start with a thorough
understanding of consumers both from a category and brand perspective. This can
only be achieved through properly conducted research that uses all of the
attitudinal, behavioral and neuro approaches at our disposal.
What can retailers do
better to embrace the omnichannel customer journey and experience?
Donagher: Our
research shows that the relationship from the retailer side has to meet 3 key
criteria ‘ Seamlessness, Centricity and Experience. We conducted our own qual
and quant research that really narrowed down the requirements for retailers to
these 3 broad buckets.
How are shoppers
shaping the future of retail?
Donagher: The
information is all on the Omnishopper’s
side. They are better informed than ever before’which in itself poses questions
and provides opportunities to retailers.
What are some shopper
insights lifecycle best practices you can share?
Donagher: We
spend a good deal of time trying to illuminate what we call ‘Day in the Life’.
Of course, depending upon the category, the Omnishopper journey and the
constituent path-to-purchase can be weeks or longer, however we use the notion
of a ‘Day in the Life’ to look for the key sequencing that matters to the
brand. The ‘instants of intent’ I mentioned previously have to be uncovered and
the reasons for those instants (needs, motivations etc.) have to be properly
uncovered.
Why is it important
to link digital and physical shopper marketing?
Donagher: That’s
what the Omnishopper demands ‘ the notion of seamlessness I mentioned. The
Omnishopper loves the research capabilities of digital and the in-store benefits
of in-store (shopping with friends, touching the product etc.). From the
research perspective, understanding digital is the big opportunity. We
continually look for those data sources that are ‘organically’ created for us
and were not necessarily created for market researchers. Whether it be big data
or something else, these data exist and we are uniquely placed to capture,
process and analyze them for marketing purposes
How does omnichannel
customer experience impact customer loyalty?
Donagher: We hear
a lot about the lack of loyalty among Omnishoppers. We think that is premature
but that loyalty may have to be redefined as will associated loyalty programs.
How is digital
reinventing retail?
Donagher: Every
consumer is a well-informed researcher ‘ they know what to look for and where
to look for it.
Where do you see
retail moving in the next 5 years?
Donagher: There
have to be more ways for every party in the transaction to be compensated. If I
research on one site but then buy in-store or vice-versa, each party has
performed a service. We hear a lot of discussion on how to make sure everyone
is compensated for their part in the purchase.

Want more on this topic?
Attend OmniShopper International this November in London, England. Learn more
here: http://bit.ly/2aSfoLS

Four Need-to-Knows About the Millennial Mindset from Target

Podcast delves into research
shifts, loyalty, mobile and more at the bullseye brand!

By Marc Dresner, Senior Editor,
IIR

The Millennial consumer has four
core needs/expectations. Fail to meet every one and you risk losing him/her.
That’s according to Michael Abata,
multicultural marketing manager and consumer futurist at Target Corp.

Michael Abata
‘Loyalty
is defined much differently by consumers today.’
‘Loyalty is defined much differently by consumers today,’ Abata told the Research Insighter.
‘They might be loyal to you for a few months,
but then something better might come along that appeals to one of those four core
needs and they could quickly move on,’ he added.
Abata also shared some thoughts, tips and
observations that researchers should consider, notably around mobile…
‘I
often feel like the client isn’t holding research companies accountable to
ensure that whatever we’re putting out is actually mobile-friendly.’
‘I often feel like the client isn’t holding research
companies accountable to ensure that whatever we’re putting out’especially in
quantitative research’is actually mobile-friendly and that it looks good and
works well on a mobile phone,’ he remarked.
In this wide-ranging interview for the
Research Insighter podcast series, Abata takes us inside research at the bullseye
brand, covering:
‘ Four need-to-knows
about the Millennial mindset

‘ Why ‘friendship
groups’ trump focus groups

‘ Target’s shift
from proprietary communities to commercial platforms

‘ New rules for
engaging Millennial respondents in research…and much more!
Listen to the
podcast here!

Download the
transcript here!

Editor’s note: Michael Abata
will be speaking at TMRE 2015′The Market Research Event‘now in its 13th
year as the largest, most comprehensive research conference in the world taking
place November 2-4 in Orlando.
For information or to register, please visit TheMarketResearchEvent.com.

(Ps.
SAVE $100 when you register with code TMRE15BL!)

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

Get Personal with Your Customers through Data

Today, companies of all shapes and sizes are struggling to keep up with the fast-changing customer experience landscape. In fact, a Harris Interactive survey found that in the United States, 68 percent of consumers say brands need to find ways to offer more customized interactions. Within the context of persistent economic uncertainty, competition for consumers has never been stronger.  CEO of cloud contact center provider inContact Paul Jarman recently told Wiredthat organizations who ignore this demand for a personalized experience will be at a disadvantage.
‘There’s a huge amount of value in those bottomless wells of information that most companies are under-utilizing or outright ignoring. Mining that gold can unearth a wealth of insights and advancements that can ultimately lead to a more forward-thinking customer experience,’ he said.
Here are some key steps from Jarman that will help you give your customers a more personalized experience:
Listen to Your Customers
The importance of listening to the Voice of the Customer means collecting customer feedback, using speech analytics, and listening on-demand to customer conversations, and all of these sources of feedback to improve outcomes. This concept is evolving to include all of the interactions that customers have with your organization, including written communications through chat, text/SMS, and emails that are becoming increasingly popular. So, this data needs to be easily accessible to those interacting with customers directly.
Image via jameskaskade.com
Get Social
With over one million Twitter accounts created in 2012, social media presents new challenges and new opportunities as a key source of customer data. In fact, a new Aberdeen Group study on using data to deliver superior customer care finds that 60 percent of contact centers are using social media as part of their efforts. The report shows that businesses received about 200,000 customer requests over the past 12 months that originated in Facebook, Twitter, Google+, and LinkedIn.
Personalize It
All of the data in the world is useless if you aren’t applying it in a way that truly impacts your customers. At the most basic level, this can happen when technology automatically provides data about a customer in real time, allowing the call to be routed and handled accordingly. Using a data-driven approach, a customer whose data identifies him or her as high profile can be instantly moved to the front of the queue or routed to a more appropriately skilled agent.
‘Ultimately, data is the currency of business and the foundation of the customer-driven economy,’ said Jarman. If you really listen to your customers and to your data, you’ll finally achieve a more holistic view of your customer that allows you to anticipate their needs before they even have to ask.

Amanda Ciccatelli, Social Media Strategist at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the tech industry.  She can be reached at aciccatelli@iirusa.com. Follow her at @AmanadCicc. 

A Look Back at TMRE 2009: Decision Pathway Modeling: Understanding How Your Customers Get To Yes

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Decision Pathway Modeling: Understanding How Your Customers Get To Yes

Decision Pathway Modeling: Understanding How Your Customers Get To Yes
Mike Mabey, CMI
Anne Hale, Pfizer, Inc.

For Pharma, key metrics are adoption (will a physician prescribe this product), patient adherence and compliance, intent to fill and prescribe, brand perception and brand loyalty. Many drugs will go off patent, and the patients will still want to continue takig the name brand product.
Decision pathway modeling is structural equation modeling at the practice level.
The structural model, using It combines factor analysis and regression analysis, shows new strategy. It shows how constructs interrelate, such as quality service price value satisfaction and loyalty. What strategies can you put together to make the best product?

Key steps to pathway modeling:
1. Identify brand/business objectives ‘ entire team must be on same page for results
2. Build a hypothesized brand model ‘ they started small to find out ‘the big idea,’ created a hypnotized patient model: ad awareness, condition awareness, information seeking, symptom severity, impact on activities, diagnosed with co-morbid condition, pill burden, length of relationship with physician ‘ these lead to the intent to consult with a doctor (which is not the end point, jus the first step)
3. Drafting the survey ‘ critical, best price is validated multi-item scales
4. Data Collection and Model Building ‘ sample should match business objectives
5. Model interpretation and result read-out ‘ larger than the path coefficient, the stronger the relationship

The only way they could increase the intent to prescribe, they had to go back to the inquiries from the patients.

Advantages of DPM
‘ Can be used on a wade rage of models
‘ Allows brand teams to leverage existing knowledge in drafting the hypothesized models
‘ Caputured indirect effects
‘ Permits simple or complex models

DPM can ‘
-Maps your customers entire journey, from the beginning to the end how you can influence customer behaviors
-Helps your prioritize resources,
- Revels impact on key marketing elements
-Help you understand the impact of early events in the decision pathway impact on eventual actions and outcomes

Reminder Free Web Seminar Next Wednesday: New Research Study: Do Consumers Prefer Private Label? A Look Into Consumer Attitudes About Private Label

Date/Time: Wed, Dec 9, 2009 11:00 AM – 12:00 PM EST
Register: https://www1.gotomeeting.com/register/781266785
Mention priority code MWS0020BLOGDo consumers know the difference between national brands and store brands? Do they care? How do they describe private label compared to national brands? Does this differ across categories? How about across markets?

Private label and store brands are having an impact on many consumer purchases today, both in the US and Europe. And within these markets the definition of private label compared to national brands varies according to category and retailer.

When is a brand important? What makes a national brand different? Do consumers feel the same way about brands today as they did a year ago? Why or why not?

Showcasing BuzzBack’s unique portfolio of award-winning online research techniques, this webinar will highlight new consumer research conducted in the US and UK about purchasing behavior and attitudes associated with private label versus national consumer brands. The study will present ways to identify consumer behavior and attitudes about shopping via an online survey.

As you listen in, you will learn:
‘ What drives consumer purchases of private label brands and why
‘ Consumer perceptions and attitudes about private label compared to national brands
‘ Types of people who purchase private label compared to national brands

Featured Speaker
Brendan Light, SVP, Research and Development, BuzzBack Market Research

Free Web Seminar – New Research Study: Do Consumers Prefer Private Label? A Look Into Consumer Attitudes About Private Label

Date/Time: Wed, Dec 9, 2009 11:00 AM – 12:00 PM EST

Do consumers know the difference between national brands and store brands? Do they care? How do they describe private label compared to national brands? Does this differ across categories? How about across markets?

Private label and store brands are having an impact on many consumer purchases today, both in the US and Europe. And within these markets the definition of private label compared to national brands varies according to category and retailer.

When is a brand important? What makes a national brand different? Do consumers feel the same way about brands today as they did a year ago? Why or why not?

Showcasing BuzzBack’s unique portfolio of award-winning online research techniques, this webinar will highlight new consumer research conducted in the US and UK about purchasing behavior and attitudes associated with private label versus national consumer brands. The study will present ways to identify consumer behavior and attitudes about shopping via an online survey.

As you listen in, you will learn:
‘ What drives consumer purchases of private label brands and why
‘ Consumer perceptions and attitudes about private label compared to national brands
‘ Types of people who purchase private label compared to national brands

Featured Speaker
Brendan Light, SVP, Research and Development, BuzzBack Market Research

Register: https://www1.gotomeeting.com/register/781266785
Mention priority code MWS0020BLOG

TMRE 2009: Decision Pathway Modeling: Understanding How Your Customers Get To Yes

Decision Pathway Modeling: Understanding How Your Customers Get To Yes
Mike Mabey, CMI
Anne Hale, Pfizer, Inc.

For Pharma, key metrics are adoption (will a physician prescribe this product), patient adherence and compliance, intent to fill and prescribe, brand perception and brand loyalty. Many drugs will go off patent, and the patients will still want to continue takig the name brand product.
Decision pathway modeling is structural equation modeling at the practice level.
The structural model, using It combines factor analysis and regression analysis, shows new strategy. It shows how constructs interrelate, such as quality service price value satisfaction and loyalty. What strategies can you put together to make the best product?

Key steps to pathway modeling:
1. Identify brand/business objectives ‘ entire team must be on same page for results
2. Build a hypothesized brand model ‘ they started small to find out ‘the big idea,’ created a hypnotized patient model: ad awareness, condition awareness, information seeking, symptom severity, impact on activities, diagnosed with co-morbid condition, pill burden, length of relationship with physician ‘ these lead to the intent to consult with a doctor (which is not the end point, jus the first step)
3. Drafting the survey ‘ critical, best price is validated multi-item scales
4. Data Collection and Model Building ‘ sample should match business objectives
5. Model interpretation and result read-out ‘ larger than the path coefficient, the stronger the relationship

The only way they could increase the intent to prescribe, they had to go back to the inquiries from the patients.

Advantages of DPM
‘ Can be used on a wade rage of models
‘ Allows brand teams to leverage existing knowledge in drafting the hypothesized models
‘ Caputured indirect effects
‘ Permits simple or complex models

DPM can ‘
-Maps your customers entire journey, from the beginning to the end how you can influence customer behaviors
-Helps your prioritize resources,
- Revels impact on key marketing elements
-Help you understand the impact of early events in the decision pathway impact on eventual actions and outcomes

Sponsor Spotlight: Maritz Research Inc.

Today, we’ll continue looking at the companies who are participating in The Market Research Event. Maritz Research Inc. is today’s featured sponsor.

Maritz Research Inc. provides actionable intelligence to achieve business success by identifying and understanding gaps between brand promise and brand performance. As today’s customers compare value propositions at lightning speed, companies must live up to their brand promises again and again. Maritz Research helps you understand and explain customer behavior in this supercharged environment by examining three critical, integrated dynamics: Choice: Why customers select your products or services, Experience: What happens at key “moments of truth” with your customers, & Loyalty: Why customers return, defect, or buy more. The company specializes in the automotive, financial services, hospitality, telecommunications, retail and technology sectors and also offers a custom research group. Maritz is a world leader in customer satisfaction research, helping businesses define, measure, and track satisfaction for more than 30 years. Utilizing research, customer focused training, reward systems, and communications programs, Maritz supports and drives actionable improvement strategies.

Hear more from Maritz Research, Inc and other leaders in market research at The Market Research Event this October 18-21 in Las Vegas!

Marketers are Ignoring Their Customers

Jason Tarasi explains in this post in Ezine Articles that many businesses out there are still making the cardinal mistake of ignoring their customers and treating them as nothing more than a mere annoyance. He discusses how customer service can result in repeat sales, less refund requests, and more sales through referral marketing through satisfied customers. Here are some important issues he stresses companies should adhere too.

1. Get back to your customers within 24 hours because it can seem like an eternity to your customer.
2. Give your customers unexpected bonuses. This will help build loyalty and keep your business fresh.
3. Be prompt with refunds because it will only lead to potential headaches if you take too long.
4. Lastly, create quality products and services because ultimately that is what the customer is looking for.

Abercrombie not following the market

We’ve written a lot recently on this blog about keeping your customers by giving them great customer service, and avoiding slashing your prices. One company has decided to do this. According to Customers Think, Abercrombie and Fitch will not lower their prices. They want to take the lower sales volume for a higher profit, and maintain the reputation of upscale clothing. Read more about this story at the Wall Street Journal.