Marketers have long used segmentation to better understand, reach and serve their customers. The idea is to divide the market into useful groups, identify your target segments, and tailor the products, prices, service experience, channels and messaging to resonate with those segments.
However, marketers are increasingly finding that traditional ways of segmenting consumers – by demographics, behaviours, projected value or psychographics – have grown less useful over time. Two factors are to blame: Consumers are becoming less fixed in terms of who they are and how they behave, and digital marketers are increasingly able to micro-target consumers as individuals rather than as groups.
Insight communities are increasingly used as a complementary tool to core research programs, and for good reason. There are obvious benefits to engaging with customers on an ongoing basis – you can use their feedback to inform decisions, promote new products and services to community members, and ultimately, build customer loyalty. If you are thinking of adding an insight community to your research toolbox, here are a few things to consider to make sure it's a good investment for your company.
Many of the questions I get about survey design relate to what metrics to use – and in particular, what scales to use.
It's easy to say "it depends on the situation" and that is certainly true. However, if we are talking about assessing customer experience, here are some general guidelines to keep in mind.
Measuring employee well-being became popular when it became clear that there's a strong relationship between well-being and a range of factors that impact an organization's performance. These include productivity, absenteeism, presenteeism, benefits plan utilization and retention. The big challenge is to create the conditions that foster positive employee well-being.
I am asked about NPS (Net Promoter Score) on a pretty regular basis. Sometimes a company already uses NPS and wants to know how we will incorporate it into the program we are developing for them. In other cases, a client has heard about NPS but isn't sure whether it is the measure they should rely on to guide their business. Still other clients are familiar with NPS but would like my assistance communicating to internal clients the way it should be used.
After years of getting these questions, I decided to prepare a short overview of NPS, highlighting both its key advantages and discussing the shortcomings or caveats to keep in mind.