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The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
The	Message	is	the	Method:	
Present	“Bad	News”		
and	Live	to	Tell	the	Tale	
Enrico	Codogno	
Customer	Foresight	Group,	Limited
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
NewMR	2018	Sponsors	
Pla8num	
Gold	
Silver	
Communica8on	
Your	name	here?	
S8ll	8me	to	be	a	
2018	NewMR	Sponsor
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
PresenJng	“Bad	News”	to	Clients	
What	Market	Researchers	Like:	
•  Good	news	
•  High	Customer	Sa8sfac8on	Scores	
•  Uncovering	new	business	opportuni8es		
•  Maintain	the	status	quo	or	suggest	small	changes	to	the	product/service	
offerings	and	prac8ces	
Your	
Photo
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
PresenJng	“Bad	News”	to	Clients	
What	Market	Researchers	Don’t	Like:	
•  Being	messengers	of	Bad	News	
•  Low	Customer	Sa8sfac8on	Scores	
•  Uncovering	new	and	unexpected	compe88ve	challenges		
•  Need	for	significant	changes	to	the	client’s	offerings	and	prac8ces	
•  Impact	on	C-Suite	and	among	stakeholders	
Your	
Photo
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
Nowhere	to	Run	and	Hide	 Your	
Photo
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
Scenario	 Your	
Photo	
	
Scenario:	
•  Client	provides	a	subscrip8on	service	to	other	businesses,	paid	in	full	at	the	being	of	the	
year	
•  Customers	tend	to	be	mul8-na8onals	with	10,000+	employees	
•  “Use	or	lose	it”:	if	service	not	used	to	the	fullest	extent,	the	remainder	could	not	be	
carried	over	to	the	next	year		
•  Research:	top	compe8tor	found	this	flaw	and	exploited	it	during	sales	presenta8ons	
•  Result:	lost	bids	and	long-8me	clients
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
PresentaJon	of	Research	 Your	
Photo	
Presenta8on	of	Research	Results	
•  Results	were	indisputable	(mystery	shopping)	
•  Client’s	customers	were	aware	of	the	problem:	Why	not	the	client?		
•  Implica8ons	for	C-Suite	and	other	stakeholders	
•  Hard	decision:	accept	or	reject	research	results	
•  Client	made	the	difficult	but	correct	decision	to	change	their	product	
offering
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
ValidaJon	of	Research	 Your	
Photo	
Valida8on	of	Research	Results	&	Cost	
•  Proof	lay	in	sales	results	before	and	acer	research	
•  Before:	Unsuccessful	Bids	and	Loss	of	clients	($)	
•  Acer:	Successful	Bids	and	Reten8on	of	Clients	($$)	
•  Improved	sales	more	than	jus8fied	the	costs	of	the	research	(a	minimum	
of	400:1	within	12	months)	
•  0.1%	Rule:	Research	budget	should	be	at	least	0.1%	of	total	sales
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
SummaJon	 Your	
Photo	
•  Acceptance	of	“Bad	News	is	largely	dependent	on	two	factors:	
1.  Quality	of	the	Research	(execu8on	and	presenta8on	of	the	findings)	
2.  Corporate	culture	of	the	client	company	
(Consultant	can	only	control	the	first	factor)	
•  Non-tradi8onal	market	research	techniques	(e.g.,	mystery	shopping)	can	provide	
insights	that	tradi8onal	market	research	cannot	provide:	real	8me/real	life	interac8ons	
between	buyers	and	vendors	(CX)	
•  Benefits	of	market	research:	Every	$1	spent	on	market	research	can	result	in	$100s	
and	$1,000s	in	benefits,	specifically,	in	new	sales	and	customer	reten8on.		
•  Market	research	budgets	should	be	the	equivalent	of	at	least	0.1%	of	sales:		$1B	in	
sales=$1M	in	market	research	budget.
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
Thank	You!	
	
Customer	Foresight	Group,	Limited	
www.customerforesight.com	
enrico@customerforesight.com	
	
Your	
Photo
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
Q	&	A	
Enrico	Codogno	
Customer	Foresight	
Ray	Poynter	
The	Future	Place
The	Message	is	the	Method	
Enrico	Codogno,	Customer	Foresight	
Festival of
#NewMR 2018
	
	
NewMR	2018	Sponsors	
Pla8num	
Gold	
Silver	
Communica8on	
Your	name	here?	
S8ll	8me	to	be	a	
2018	NewMR	Sponsor

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