This week, I was intrigued by posts about the partnership (or lack thereof) between market research clients and suppliers; a huge reason big data isn’t delivering results – yet; gamification in practice for marketing campaigns; and a reminder of the importance of not just measuring customer satisfaction, but customer loyalty, as well.
3 mobile marketing campaigns that strategically used gamification — Instantly Blog
I love boardgames. Those who know me at all know about the tremendous collection of boardgames my husband and I own, as well as the boardgame conventions we’ve attended (yep, there’s a convention for that). So, naturally, gaming and gamification for marketing and for market research really interests me. This post with three mini-case studies has me thinking about how we can more naturally make research more interesting – starting with perhaps moving away from the standard survey and looking for ways to more naturally gather information from a group of respondents.
This is a fairly long article, since 30 marketing and market research experts contributed, but the general themes are: lack of planning; lack of engagement from the client; lack of a clear objective; lack of letting the supplier determine the best questions and best methodology to use; lack of follow-through on the results. And while that’s the tl;dr version, please take some time to read through. It’s insightful, and important for both suppliers and clients alike.
This is why you’re failing at big data – Annie Pettit on LinkedIn
After reading this post by Annie Pettit, I couldn’t help but feel like going, “Well, DUH! Why haven’t we figured this out before?” Granted, I’m currently not involved in big data analytics, but Annie’s argument is basically: we set up survey projects with so much care and forethought, wanting to be sure that the questions we ask will provide the data we actually need, so we on earth aren’t we doing the same with big data analysis? Why do we really think that just plunking down a giant database of information without any clear purpose for poking around in the information will generate insights of any value?
The truth about insightful research deliverables – FreshMR Blog
There is this resounding cry – and apparently, and old resounding cry – for more insights from market research clients, and for more time to generate those insights from market research suppliers. So, if that cry has been sounding for the past 30 or so years, what is keeping either or both sides from actually achieving the insights so desired? Better business partnerships, for starters.
How secure is your customer base? – Research Access
In this age of data security, what are we doing about customer loyalty? Greg Timpany makes a great case for taking the time to find and understand who your loyal customers are, because what brings them back is what will help your company keep growing. We do a lot to measure customer satisfaction, but let’s not overlook customer loyalty while we’re at it!