Emily Bielak

From Insight to Action

Commercial Due Diligence, Innovation Research, Strategic Planning

Allovance is also a powerful tool for corporate development teams. We’ve used it in projects where a client wanted to explore product categories, sub-markets, adjacent markets; identify acquisition targets; and evaluate which companies would create the most value within the constraints of a predetermined acquisition budget.

Beyond the Basics: The Power of Holistic Audience Segmentation in Understanding Consumer Behavior

As brands strive to understand what drives consumer actions, emotions, and motivations, effective audience segmentation is key to creating tailored strategies that resonate. Exploring different ways to segment audiences and how it allows brands to gain richer insights into the forces shaping consumer or customer decisions.

How to Use Customer Segmentation to Answer the Difficult Questions Driving Consumer Behavior

Segmentation & Persona Development, Voice of Customer

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.

Show Me, Don’t Tell Me.

Voice of Customer

One of our recent innovations in our ongoing pursuit to optimize and perfect Emotion Intelligence research is the use of images in a “qual-then-quant” process to gain deeper and more authentic insights into how emotions and sentiment are driving purchase decisions (or not).

eBook: Measuring and Optimizing the Customer Experience

Customer Experience & Journey Mapping, Consumer & B2B2C

It is critical, when analyzing and working to optimize customer experiences, that three primary tenets of sound CX design be woven deeply into the fabric of the analysis, even when using artificial intelligence or other technology to do some of the information gathering and processing.

Measure What the Customer Treasures

Customer Experience & Journey Mapping, Voice of Customer

Let’s look at some of the common metrics used to understand customer perceptions as well as to measure whether the actions a brand takes is having a positive impact on those perceptions. It is important to note that, while all of these measurement approaches are important on their own, none by itself represents the complete and exhaustive measurement of customer opinion. Rather, it is the application of many (or all) of the appropriate tools that will provide the most accurate and holistic measurement of customer perception — including one critical metric that is unique to The Martec Group and the brands we work with.

Case Study: Franchisor Takes 5-D Approach to Optimize Customer Experience

Customer Experience & Journey Mapping, Chemicals

The customer experience research objective was to take Martec’s 5-D insights approach to study client experiences, understand the true voice of customer, and engineer the customer journey to maximize engagement and customer satisfaction.

How to Take a “5-D” Approach to Optimizing CX

Customer Experience & Journey Mapping, Voice of Customer

A comprehensive look at four methodologies we use to not only understand the existing customer experience, but to optimize that experience for how an audience wishes to experience an interaction with a brand.

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.

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.

Customer Experience Management: Five Takeaways from CXM 360

Customer Experience & Journey Mapping, Voice of Customer

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

Customer Experience & Journey Mapping, Voice of Customer

DEI Hiring Trends

How To Get Nostalgia Marketing Right

Building Brand Loyalty Through CX

Brand Research, Customer Experience & Journey Mapping

Brand loyalty is driven by customers’ positive feelings toward a brand, their dedication to purchasing the brand’s products or services repeatedly, and their promotion of the brand, whether online or in-person. Customer experience (CX) focuses on the relationship between a business and its customers.

What Is Driving the Growth of Private Label Brands?

Pricing Research

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.

Storytelling: A Powerful Tool in Market Research

The Consumer Car-Buying Journey Is Emotional

Customer Experience & Journey Mapping, Automotive & Mobility, Consumer & B2B2C

Understanding Peak-End Theory: How You Can Increase Brand Loyalty

Voice of Customer

The “Peak” in a brand experience is the most memorable snapshot in a customer’s memory, representing a moment when his or her emotions were at their highest level of intensity. In fact, there could actually be multiple peaks throughout a customer’s journey.