Customer Intelligence

The Art and Science Behind Injecting Emotion into Business-to-Business Marketing

One area of the marketing research discipline that cannot be emphasized enough is a certain power perhaps upstream of provocation, and that’s the power of emotions. We have studied the role emotions play in purchases of all kinds of purchases and strategic decisions — B2B and B2C alike — and the research shows that emotions are powerful drivers of action.

Customer Experience: Humans Experiencing Human Emotions & Making Moments to Remember

Customer Experience & Journey Mapping, Voice of Customer

Why a customer chooses to buy, and when, and whether that customer can be retained, whether he or she will become a vocal brand advocate, and why that customer chose our product or service over a competitor’s represent the secret sauce to replicating that behavior in others—creating customer experiences that drive future sales. But without understanding the why, you are more or less guessing at the what you are trying to replicate.

Understanding Customer Purchase Drivers

Competitive Intelligence, Customer Experience & Journey Mapping, Voice of Customer, Food & Beverage

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How to Understand Your Brand’s “Emotional Value”

The difficulty lies in transcending the understanding of whether a brand’s emotional value is “good enough,” as it’s much more complex than that. The question of, “Does the data suggest our brand’s emotional value is good?” simplifies the equation. What’s considered good for one brand, category, or product might be detrimental to another. What’s required to truly understand the emotional nuances that drive purchase decisions, brand affinity, customer loyalty, and even market share acquisition is deep analysis of not only which emotions a brand does evoke for a given market, but also which emotions that brand should evoke.

How to Apply ‘Predictive Path to Purchase’ to Better Understand Customer Behavior

Predictive Path to Purchase takes a more preemptive and proactive view of the myriad possible pathways, and charts potential and probable customer journeys — even those that don’t yet exist but potentially could and should.

How Emotion Intelligence Can Enhance the Customer Journey and Drive Business

Voice of Customer

AI-empowered methodology known as Emotion Intelligence (EI) has been helping brands better understand their customers’ and prospective customers’ buying inclinations, so that they can engineer optimal experiences that will appeal to humans’ emotional tendencies (and even their apprehensions) to facilitate exceptional customer experiences and increase sales.

Three Insightful CX Takeaways from TMRE

Customer Experience & Journey Mapping

Customer Experience Management: Five Takeaways from CXM 360

Customer Experience & Journey Mapping, Voice of Customer

Competitive Price Benchmarking: Advantage in Price-Sensitive Times

Pricing Research

Too often companies only consider their own pricing strategies when it might be wiser to consider them within the full context of competitive pricing. Making decisions without analyzing a comprehensive set of data can lead to missteps and missed opportunities—opportunities to increase market share, penetrate new and adjacent markets, assume premium position in the market, or increase profit margins by examining the entire value chain against competitive pricing.

Benefit-Value Analysis: A Tool to Increase Market Share

Innovation Research, Pricing Research, Voice of Customer

Benefit-Value Analysis (BVA) is a proprietary methodology developed by Martec to gain insights from an intended market to determine appropriate and acceptable pricing strategies on products before they are introduced and released into the marketplace.

UX, CX, HX, EX: Experience is the common denominator

Customer Experience & Journey Mapping, Voice of Customer

Exploring Conjoint Analysis Methods

Innovation Research, Voice of Customer

Conjoint analysis is a powerful tool and can be used to quantify a number of metrics, including product/feature value; trade-offs customers are willing to make; and, in some cases, price elasticity for a product, feature or brand. Adaptive choice-based conjoint

The Future of UX Research: Uncovering Users’ True Emotions with Mixed Methodologies

Customer Experience & Journey Mapping, Voice of Customer, Healthcare & Human Factors

How to Create & Use Marketing & Buyer Personas

Segmentation & Persona Development, Voice of Customer

While needs and sentiments will differ on an individual basis, buyer personas help to create a broad representation of consumers that may be most – or least – interested in your product. In B2C markets, where transactional and marketing data is available, buyer personas are relatively easy to create.

CX in a B2B World

Customer Experience & Journey Mapping, Consumer & B2B2C