From egocentric, to customer centric innovation
Over the past
In our interviews with CMO’s that we conducted for our Brand Growth Study, we learned that innovation is the most important ingredient for growth. We even did an analysis on the entire database and
Source: R. G. Cooper, Winning at new products
The biggest reason companies gave for in market failure, is inadequate market analysis. In order words, we don’t listen to our consumers enough. We introduce something that people don’t want to have. The main question during our CMO interviews was
After we discussed the biggest failure in the Brand Growth interviews, we asked a simple question: “Why didn’t you test it?” The first story we heard is that consumers aren’t able to judge innovation. ‘If we would ask people what they need, we would’ve never had the smartphones we’re currently using’. In my eyes, this is nonsense. I believe it has more to do with the questions we ask, rather than there not being a need to be connected to the world at any time. Being
Another aspect that is mentioned a lot, is related to costs. ‘There was simply no time and budget left to test everything. We were so far into the process and invested a lot of money already. We were at the point of no return.’ A well-known saying is that these companies are pennywise, pound foolish. They’re afraid they lost a little bit of money. So, for that
It’s time we moved on from egocentric and went to customer-centric. Research automation and the possibility to adjust research to a fast and agile
Blog Lucas Hulsebos – CEO DVJ Insights
It’s very important to keep panel members involved and motivated. After all, we need our panel members to provide our clients with valuable insights.
If you look at the past 10 years, we can conclude that mobile phones have changed our lives. It not only influenced our personal lives, but it also changed business.
Catching a movie
A seemingly obvious mistake, when you take that second glance, but not so obvious when writing your own questionnaire.
Using social stories in questionnaires
Wouldn’t it be more useful for a respondent to see these commercials in environments where they are normally showed?
Shopping for tea
I recently came across a technique that caught my attention since it really improved both my engagement and the reliability of my answers.
The solution to screening-out respondents
Screening-out respondents can disappoint respondents, because they can’t give their opinion.
Take your time
Recently, I received an invitation to fill out a survey, which surprised me quite a bit.
Graphics, colours and interaction
Online questionnaires and surveys are still at the forefront of market research for many companies, as it opens up a vast number of possibilities.
The limitations of a respondent’s memory are sometimes forgotten when programming a questionnaire.
To make questionnaires more engaging, it’s important to create a certain interaction for respondents.