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We have blogged about the need for improved transactional easea between brands and their consumers. In many markets, it is this ease (or lack thereof) that forms the brand identity in the consumer’s mind. This effort is in response to our observation that some brands are supplanting their traditional loyalty programs with empowered employee models designed to deliver customer delight. We decided to put our money where our mouth is. We share our experiences investigating the transactional elements of market research from both the participant side (from signing up to the actual participation process on through to incentive/follow up) and the insight consultant side (from obtaining project bids through group completion). Our objective is to identify actionable opportunities to introduce/improve transactional ease, establish increased engagement, and share the outcome of this unique market research partnership. - Delighting customers in unexpected ways is the key to inspiring positive word of mouth. What would delighted participants mean to the industry? Could such an approach impact data quality?