In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.
1. Turning data into action
is the top organizational issue
facing business leaders and
marketers today.
Source: IBM Global Report
2. Quick Facts.
Established in 1998, Privately held
Located in downtown Toronto
Award Winning, Industry Leadership
A fusion of research, consulting and
design
6. Good vs. Bad Questions
Q1. Do you know the main usage of Prebiotics?
- Yes
- No
- No sure
Q2. To the best of your knowledge, which of the following statements
about Prebiotics usage is correct (please don’t guess)?
- Prebiotics are used to treat high cholesterol
- Prebiotics are used to restore healthy bacteria
- Prebiotics are used to feed healthy bacteria
- Prebiotics are used to kill harmful bacteria
- Don’t know
While over 50% of the respondents in the general adult population responded “Yes”
to Question 1, only 13% were able to answer correctly for Question 2 (“Prebiotics are
used to feed healthy bacteria”).
7. Good vs. Bad Questions
Q. Why do you like our magazine?
- Because it’s informative
- Because it’s available on line
- Because it’s free
- Because it has great ads
- Other (please specify)
Well, if one conducts this survey to better understand his or her customer, wouldn’t it be
more meaningful to ask what is missing in the magazine and what can be improved?
Q. How much would you pay for the product?
- $10.99
- $11.99
- $12.99
16. Support tickets
Order history
Contact Data
Contact Information
Lead source
Research
Customer Satisfaction
Support Experience
Voice of the Customer Data
Social Media Conversations
Product Enhancement
Feedback
25. Omnibus
Ask 1 Question for Quick Insight
Weekly survey of 1000 Canadians
Demographically representative of
Canadian Population
Results include your proprietary
questions cross-tabulated by key
demographic variables (age, region,
gender, income)
28. Aggregated Data
Generation5 has created an algorithm that “predicts” how every
residential postal code in Canada is demographically evolving with 98%
accuracy; data can be used to target your best customers
Environics Analytics provides companies the ability to understand
habits and trends of Canadians in every postal code via their
proprietary Prizm C2 Segmentation algorithm
32. What is a Customer Journey Map?
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-topurchase for a product, service or brand.
Attract
Attract
Interact
Interact
Engage
Engage
Convert
Convert
Trigger aaneed
Trigger need
Understand the
Understand the
need
need
Provide solutions
Provide solutions
Act
Act
Objectives
Needs
Feelings
Barriers
• • Remind or trigger
Remind or trigger
aa need
need
• • Recognize I I have
Recognize have
aa problem
problem
• • Address aa pain
Address pain
point
point
• • I I don’t know what I
don’t know what I
don’t know
don’t know
• • Draw me aa
Draw me
scenario
scenario
• • I I have questions
have questions
• • Deal with the
Deal with the
immediate need
immediate need
• • Be relevant
Be relevant
• • Personalize
Personalize
• • Partnership
Partnership
• • Privacy/trust
Privacy/trust
••
••
••
••
••
••
••
••
••
••
••
••
••
••
••
••
• • Resolved
Resolved
• • Loyal
Loyal
• • Confident
Confident
Anxious
Anxious
Defensive
Defensive
Distracted
Distracted
Hopeful
Hopeful
Ambivalent
Ambivalent
Curious
Curious
Guarded
Guarded
Open
Open
Relevance, trust, fear,
Relevance, trust, fear,
acknowledgement, time,
acknowledgement, time,
convenience, distraction
convenience, distraction
Interested
Interested
Frustrated
Frustrated
Excited
Excited
Feel good
Feel good
Style, approach, language,
Style, approach, language,
expectations, time,
expectations, time,
knowledge of client
knowledge of client
Clarify
Clarify
Validate
Validate
Satisfaction
Satisfaction
Reality
Reality
Literacy, risk tolerance,
Literacy, risk tolerance,
convenience, time,
convenience, time,
commitment
commitment
33. What is a Customer Journey Map?
Action
Map
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-topurchase for a product, service or brand.
Mobile
App
Front
Line
Staff
QR /
UPC
Code
Click
to
Chat
34. What is a Customer Journey Map?
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-topurchase for a product, service or brand.
50. Research for Presentations
-Conferences are looking for data to back up point of view
-90%+ of all presentations at the CMA national conference had a research metric
in the presentation
-Consumable pieces of research in presentations have the ability to go viral