A Matter of Time


No this isn’t a physics post, but time is of great importance to marketers. Be late to the market and you will miss the sales! How we ask survey respondents about time greatly impacts the validity of the data we collect. The exhibit below asks survey participants to estimate the likelihood they will be purchasing a new vehicle in the next year. This type of forward-looking purchase intention question is common in marketing surveys. Referring to a previous post on Likert scaling this example uses an odd-number of points which offers the respondent a safe place to land if they

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Promoter Amplification – The Most Powerful Marketing


Your Customer are Fans All of your customers are fans. That’s right, all of them. Their just not all fans of your business. Think about it, they love the Seattle Seahawks, or Taylor Swift, or Star Wars, or Candy Crush, or something. They buy tickets, download apps, stand in lines, and brag about how they knew about it first. Let’s face it, everyone is a fan of something. Now, some of your customers are also fans of your company. Dr. Fred Reichheld, author of “The Ultimate Question” and creator of the Net Promoter Score, calls these customers Promoters. People   Sharing

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Recap: Employee Engagement: What You Are Getting Wrong (and Right!)

As some of you know, we had a webinar this Wednesday on employee engagement, courtesy of the amazing Charlie Judy of Truwork and Jamie Notter of Culture That Works LLC. Together they brought over forty years (!!!) of collective experience in employee engagement and organizational study to the discussion. If you missed it, you can check out the recording here. Our slides are found here. Overview Employee engagement was first coined by William A Kahn in 1990, as corporations began to focus on their employees and office culture.Gallup created the first template for employee engagement surveys with the Gallup-12, a

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Mobile: Where to next?


Evolution is something that never stops, be it in animals, mammals or technology. Over the last 50 years we have gone from processors being massive that could fill a room to fitting in a tiny little devices. The power in computing has gone from Hertz, to Mega Hertz (1,000 hertz) to Giga hertz (1,000 mega) in the same amount of time. The evolution has been maddening.

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Tools to track the customer journey

The customer journey is seldom a linear process. How marketers, and the organizations they work for, decipher the roadmap the customer is using on his or her journey requires tools, time and commitment. This was brought to light in the August 2015 edition of the CMO Survey. This semi-annual survey is conducted in February and August and is co-sponsored by McKinsey and Company, the American Marketing Association and Duke University’s Fuqua School of Business. The survey covers several aspects of relevance to marketing leadership including: market dynamics; growth strategies; marketing budgets and head count; social media; and the use of

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Finding the right balance

Finding Balance

Likert and other scales designed to measure attitudes, such as satisfaction, are ubiquitous in marketing research. They have their uses that is for sure, but there are a few caveats one should be aware of. In this post we will start this review by looking at number of scale points. As researchers we have to maintain the balance between our client’s need for information and our respondents’ valuable time. In short, think about the scales you plan to use and ensure they are the right ones for the job. One of the first items to consider is should our scales

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