As Heart of the Customer’s CX Practice Lead and a long-time marketing research practitioner, I’m always focused on gathering the most accurate data to answer the problem at hand. Why are sales lower than anticipated? Why is the customer retention rate lower than projected for certain product lines? What can we do to make it easier for customers to work with us?
Back when I was first developing marketing research methodologies, I considered how to gather data as quickly, accurately, and cost-effectively as possible.
Internet-based surveys were relatively easy to conduct and could get me results fast…as long as I had access to email addresses. But with response rates less than 1.5% – on a good day! – I worried about non-response bias. (more…)