Tag Archive for: market research

Qualitative Research: Are Your Teams Up to the Task?

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. Read more

Market Research + Analytics Leads to Healthcare Success

All too often, companies separate their market research from their business analytics.  It can be difficult to combine the two, but when it’s done the impact can be incredible.  Last October the book Win with Advanced Business Analytics was released, including a case study discussing my work with a client a few years ago:

Win with Advanced Business Analytics“Jim Tincher, a customer experience consultant and blogger, combined analytics with market research interviews to gain deep customer insights for his client, on of the nation’s largest health savings account banks.  This bank works with thousands of companies who offer these HSAs to their employees.  Jim notes, “Unfortunately, a review of the data showed that even when employers offered to contribute hundreds of dollars into the HSA, 1 out of 7 employees failed to open the account, forfeiting the money.  The first step was to conduct an analytics review.  We found no impact of demographics of the participant on this behavior.  The single factor that drove the issue was the participant’s employer.  Simply put, at some companies nearly everybody followed through to pen the HSA, but at others, there were thousands of employees who missed out on up to $1,000 of the employer’s money, all because they did not take the time to open the HSA.” Read more