Category Archives: Consumer Behaviour

From Observation to Insight to Strategy: The Evolution of Innovation

Many people think that innovation starts with the proverbial "big idea," the imaginary bulb that lights up above an inventor’s head when they reach that “a-ha!” moment. Think Sir Isaac Newton and the apple, or Steve Jobs and calligraphy. But in reality, most business innovation, product or concept development is an iterative process, a story of... Read More

Get Pinpoint Accurate Personas Using Qualitative Research

Whether you need to understand a user base for a go-to-market strategy or are looking to build customer awareness across the business, creating accurate user personas backed by qualitative research is critical.   Why Use Qualitative Research for Personas Accurately defining personas is essential to success in everything from user experience, to product development and marketing. Yet many... Read More

Beyond NPS: Understanding Customer Satisfaction with Qualitative Research

A net promoter score (NPS) is highly valuable when it comes to measuring overall customer loyalty and satisfaction, in turn increasing the likelihood that customers will stick with a company over time and recommend it to others. Conversely, unhappy customers are also likely to talk about their bad experiences, which can risk a company’s reputation and... Read More

The Post-COVID Consumer: What’s Changed and What Are the Opportunities?

From burnout to boredom, breakdown to even blessings, the COVID-19 pandemic made an indelible impression on consumers across geographies and demographics. While the catalyst was the same - a global public health crisis -  individual experiences have varied widely. As Gillian Tett with the Financial Times put it, “we’re in the same storm, but not the... Read More

Consumer Conversations Reign Supreme for Achieving Empathy

On RBDR, an established podcast famed for providing marketing insights you won’t find anywhere else, Discuss.io’s CSO Jim Longo discussed the importance of empathy, the impact of COVID-19 on market research, and the evolving relationship between qualitative and quantitative research. https://youtu.be/c2HQOus09do (For more insights from Jim Longo, please see the first part of this series entitled "The... Read More

Customer Lifecycle Research: How to Gain Consumer Insights at the Retention Stage

Key Takeaways: Customer service (feel the love) is key to repeat or new product purchases for current customers. Transforming customers into “product loyalists” requires companies to invest in advocacy marketing, communications, and customer research and analytics. Beyond customer satisfaction, retention will drive the financial Customer Lifetime Value (CLV) – the amount of investment that a... Read More

How to Use Qualitative Research for Insights at the Purchase Stage

At the center of the consumer buying process, purchasing is the main step to revenue and profit. The purchase stage is divided into two different phases: the decision to purchase and the purchasing process itself. Both require different marketing tools and qualitative insights.     Purchasing Stage Attitude Requirements Marketing Collateral/Testing Decision Engagement Sense of security Additional reinforcement Product information, brand knowledge Social media content, customer reviews Brand information, retargeting... Read More

Customer Lifecycle Research: How to Gain Consumer Insights at the Consideration Stage

KEY TAKEAWAYS Marketing demand generation programs that focus on generating interest or “leads” and transforming prospects into customers should be modified at each stage of the customer journey including the consideration stage to address the types of questions, concerns, and needs evident at that point of the solution assessment.  Two-thirds of the touchpoints during the active... Read More

Customer Lifecycle Research: How to Gain Consumer Insights at the Awareness Stage

KEY TAKEAWAYS: To remain competitive, brands must learn to understand consumers at every stage of the customer lifecycle, especially the awareness stage. At the awareness stage, consumers are looking for information related to the challenges they're facing or the potential opportunities they anticipate. In other words, the consumer may be problem-aware, but not solution-aware or product-aware... Read More

How to Improve Your Conversion Rate Using Qualitative Analytics

KEY TAKEAWAYS:   While quantitative analytics provide data points from the customer journey, qualitative analytics will help you understand the deeper motives, behaviors, and other variables that affect the online process--the “why” behind the “what.” Conversion rates and KPIs vary by vertical, with significant differences between B2B and B2C companies. Interviewing customers and stakeholders is... Read More