The role of brand websites has evolved well beyond serving mainly as information sources. They’ve become interactive communication tools that can either enhance or diminish your brand relationships. That’s why it is so critical to collect usability feedback from visitors to ensure you have the right content, an appealing design, and intuitive site navigation from the start.
“Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.” – Steven Covey
Can people trust you to keep a secret? Let’s face it, it’s not always easy, but being trusted to keep certain information confidential is a relationship building-block and a sign of true character.
“Do not go where the path may lead, go instead where there is no path and leave a trail.” ~Ralph Waldo Emerson
What is a trailblazer? Trailblazers create a path for others to follow where there once was none. Product trailblazers continually look for ways to innovate, enhance, and expand their product and service offerings.
“Coming together is a beginning, staying together is progress, and working together is success.” ~ Henry Ford
We’re all aware of the fact that “two heads are better than one,” but in our fast-paced work environments it can be hard to make the time for team collaboration.
It’s a brand manager’s worst nightmare. You wake up in the morning to find your brand unexpectedly in the headlines or trending on social media – probably not good news. Unfortunately, there are plenty of examples we can point to, from the Wells Fargo fake account controversy, Chipotle’s food safety scares, or Samsung’s recall of their Galaxy Note 7 phone.
As marketing researchers, we’re often asked about the differences between conducting qualitative vs. quantitative research and when to choose one over the other. At its most basic, qualitative can provide answers to questions that start with ‘what’ and ‘why.’ Quantitative research answers questions about ‘how many,’ ‘how much,’ and ‘how often.’ While that distinction is helpful, it does not go far enough in describing the core benefits of each research approach and determining which is right for your needs.
“A wise man adapts himself to circumstances, as water shapes itself to the vessel that contains it.” Chinese Proverb
It’s no surprise that American society is in a state of constant flux. Our country’s demographic make-up continues to shift.
In 2006, the Net Promoter Score (NPS) metric took the business world by storm, when Fred Reichheld, of Bain & Company, published The Ultimate Question: Driving Good Profits and True Growth. Based on his research, Reichheld proposed that by asking customers a single question, how likely they would be to recommend a brand to a friend or colleague, businesses could calculate one score to monitor the quality of their customer relationships.