By leveraging a robust Voice of Customer research approach, the manufacturer aimed to optimize its distribution strategies and better align its offerings with the needs and preferences of its end-user customers—driving a+10% growth gap between its distributors and the overall market.
While the idea of a brand funnel is straightforward, proper deployment is crucial for ongoing brand tracking, development, and action.
Modern technology has conspired with tried-and-true best practices to make “focus groups” more powerful and more effective than ever.
Customer segmentation is much more than merely “categorizing” customers along traditional baseline filters: demographics, geographics, psychographics, and prior purchase history. While those data points are useful as far as they go, they simply don’t go deep enough.
Director Emily Bielak was invited to the Bullhorns and Bullseyes Podcast to discuss the topic of customer segmentation and why it’s more than sorting by demographics or even psychographics.
The integration of artificial intelligence into market research processes has been embraced by some as a game-changer, promising to streamline data collection, enhance analysis, and drive informed decision-making. However, as with any technological advancement, the advent of AI brings both opportunities and challenges, prompting researchers to navigate the terrain with caution and curiosity alike.
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