Listening through customer insights

1. Turning data into action
is the top organizational issue
facing business leaders and
marketers today. Source: IBM Global Report

2. Established in 1998, Privately held
Located in downtown Toronto
Award Winning, Industry Leadership
A fusion of research, consulting and
design
Quick Facts.

3. Market Research 101

4. What is Market Research?
-the organized practice of gathering information about target markets or customers
The Who?

5. Why you need to do it!

6. Good vs. Bad Questions
Q1. Do you know the main usage of Prebiotics?
- Yes
- No
- No sure
Q2. To the best of your knowledge, which of the following statements
about Prebiotics usage is correct (please don’t guess)?
- Prebiotics are used to treat high cholesterol
- Prebiotics are used to restore healthy bacteria
- Prebiotics are used to feed healthy bacteria
- Prebiotics are used to kill harmful bacteria
- Don’t know
While over 50% of the respondents in the general adult population responded “Yes”
to Question 1, only 13% were able to answer correctly for Question 2 (“Prebiotics are
used to feed healthy bacteria”).

7. Good vs. Bad Questions
Q. Why do you like our magazine?
- Because it’s informative
- Because it’s available on line
- Because it’s free
- Because it has great ads
- Other (please specify)
Well, if one conducts this survey to better understand his or her customer, wouldn’t it be
more meaningful to ask what is missing in the magazine and what can be improved?
Q. How much would you pay for the product?
- $10.99
- $11.99
- $12.99

8. Comparison of Options
Online Panels DIY Communities/
Crowd Sourcing
Profiling Strong Limited Limited
Work involved Limited Heavy Limited
Cost $/$$ $ $/$$/$$$
Technical
Capabilities
Strong Limited Strong
Creative
Capabilities
Medium/Strong Limited Strong
Research
Understanding
Limited/medium Medium/strong Limited/medium/
strong
Rigour Medium/strong Medium/
Strong
Limited/medium/
strong

9. Technical Possibilities

10. Technical Possibilities

11. Do customers
believe brands are
really listening to
them?

12. 91%91%
feel it’s
important for
brands to offer a
feedback channel
and test new ideas

13. 69%69%
provided
feedback
to a brand in
the past year.

14. feel that
brands are
more receptive
to feedback today
than 3 years ago.
50%50%

15. WHY?WHY?

16. Voice of the Customer Data
Support tickets
Contact Data
Lead source
Order history
Contact Information
Customer Satisfaction
Social Media Conversations
Product Enhancement
Feedback
Support Experience
Research

17. What do
customers want
in return for their
feedback?

18. ACTIONACTION

19. 69%
Acknowledge
or reply
message
40%
Evidence that
you took
action
31%
Extrinsic
reward

20. Cost Effective Ways Start Ups Can
Collect Insights

21. Secondary Data

22. DIY Insights

23. CSATs

24. Social Monitoring.
Monthly Reporting
Social Monitoring

25. Weekly survey of 1000 Canadians
Demographically representative of
Canadian Population
Results include your proprietary
questions cross-tabulated by key
demographic variables (age, region,
gender, income)
Ask 1 Question for Quick Insight
Omnibus

26. 1-on-1 Interviews

27. Online Usability Testing.

28. Generation5 has created an algorithm that “predicts” how every
residential postal code in Canada is demographically evolving with 98%
accuracy; data can be used to target your best customers
Environics Analytics provides companies the ability to understand
habits and trends of Canadians in every postal code via their
proprietary Prizm C2 Segmentation algorithm
Aggregated Data

29. Crowdsourcing Modules

30. The Role Insights Can Play in
Innovation

31. CUSTOMER
EXPERIENCE
MAPPING
Today's path-to-purchase is non-
linear and dynamic. Customers
use multiple channels, devices
and expect a seamless,
integrated and consistent
experience.

32. What is a Customer Journey Map?
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-
purchase for a product, service or brand.
• Remind or trigger
a need
• Recognize I have
a problem
• Address a pain
point
• Remind or trigger
a need
• Recognize I have
a problem
• Address a pain
point
• I don’t know what I
don’t know
• Draw me a
scenario
• I have questions
• I don’t know what I
don’t know
• Draw me a
scenario
• I have questions
• Deal with the
immediate need
• Be relevant
• Personalize
• Partnership
• Privacy/trust
• Deal with the
immediate need
• Be relevant
• Personalize
• Partnership
• Privacy/trust
• Clarify
• Validate
• Satisfaction
• Reality
• Clarify
• Validate
• Satisfaction
• Reality
• Anxious
• Defensive
• Distracted
• Hopeful
• Anxious
• Defensive
• Distracted
• Hopeful
• Ambivalent
• Curious
• Guarded
• Open
• Ambivalent
• Curious
• Guarded
• Open
• Interested
• Frustrated
• Excited
• Feel good
• Interested
• Frustrated
• Excited
• Feel good
• Resolved
• Loyal
• Confident
• Resolved
• Loyal
• Confident
Relevance, trust, fear,
acknowledgement, time,
convenience, distraction
Relevance, trust, fear,
acknowledgement, time,
convenience, distraction
Style, approach, language,
expectations, time,
knowledge of client
Style, approach, language,
expectations, time,
knowledge of client
Literacy, risk tolerance,
convenience, time,
commitment
Literacy, risk tolerance,
convenience, time,
commitment
AttractAttract InteractInteract EngageEngage ConvertConvert
Trigger a needTrigger a need Understand the
need
Understand the
need Provide solutionsProvide solutions ActAct
Needs
Objectives
Barriers
Feelings

33. What is a Customer Journey Map?
MapAction
Mobile
App
QR /
UPC
Code
Click
to
Chat
Front
Line
Staff
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-
purchase for a product, service or brand.

34. What is a Customer Journey Map?
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-
purchase for a product, service or brand.

35. OperationalOperational ImprovementsImprovements..
Direct-to-Consumer business increased from 9% to 30%
Unique visitors increased by 15%
Online Applications increased by 38%

36. BrandedBranded utility to supportutility to support
their travel experience.their travel experience.

37. Why create a Journey Map?
 Recognize customer pain points
 Improve the experience
 Prioritise business objectives
 Deploy resources effectively
 Increase revenue & profit

39. Crowdsourcing

40. Crowd Sourcing

41. Future of Market Research in Canada

42. Mobile Environment

44. Dashboards

45. Holistic View of Data (Big Data)

47. Customer Journey Mapping

48. Data Enablement
-Data Simulators
-Real Time Data Visualization
-Data and Augmented Reality

49. How Research Can Make You a
Thought Leader

50. Research for Presentations
-Conferences are looking for data to back up point of view
-90%+ of all presentations at the CMA national conference had a research metric
in the presentation
-Consumable pieces of research in presentations have the ability to go viral

51. Press Releases/Marketing Materials

52. -Credibility
-Expertise
-Understanding
Thought Leadership as a Sales Generator

53. It's all about capturing
customer insights
and acting on them!

54. THANK YOU.THANK YOU.