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Why conventional customer surveys create a false sense of security
By David Trice 
   
Leaders in the C-suite know that understanding how customers feel about a business is critical to maximizing financial performance. To that end, executives from just about every industry have implemented popular metrics like Net Promoter Score (NPS), customer effort score (CES) and customer satisfaction score (CSAT) to gain insight into the customer experience. Despite these efforts, most C-suites haven't seen a correlation between the data from these metrics and financial lift.

The reason is simple: When measuring customer experience, timing and customer sentiment are everything.

      Read on... 

 

Developing terminology for holistic consumer insight
By David Forbes  
 
Recent years have brought a host of advances in the tool kits used by scientists studying consumer behavior. On one hand, we have a variety of new tools to look inside the consumer that enable us to discover patterns of emotion and thought. On the other, we have access to information about consumer behavior at a breadth and depth like never before. As this rich body of consumer information grows, it is a good time to contemplate how we can wrap our minds - and our analyses - around all of it.

Perhaps the first step toward a holistic understanding of consumers is for us to adopt a more precise and consistent vocabulary in talking about the objects of our study.
        Read on...

 

Best in show at The Quirk's Event
By Emily C. Koenig 

We've received the results of our attendee survey and it's clear the inaugural Quirk's Event was a success! Attendees were delighted with the fun and unique networking and learning opportunities the event had to offer. Held February 23-24 at the New York Marriott at the Brooklyn Bridge, the conference flipped the traditional model, making the exhibit hall the center of things, while offering shorter, targeted educational workshops focused on practical information for attendees. We were so excited to see the thoughtful and creative ways exhibitors and speakers delivered engaging content and demonstrations ...

  Read on...

 

From our blogs

 

Qualitative research and the hero's journey
The secrets of employee motivation

Research War Stories: Who is really wearing men's underwear?  

 

The popular War Stories column, which presents humorous tales of life in the research trenches, has historically been compiled by Art Shulman, president of Shulman Research in Van Nuys, Calif. Each month in our e-newsletters we feature anecdotes from past War Stories columns and over time, we have received a handful of submissions from our e-newsletter readers who want to share their own outlandish, quirky or otherwise entertaining experiences of research gone just-slightly awry.

 

Gerald Linda cites in-depth interviews on the subject of men's underwear being conducted among women. (Linda says that most men's underwear is actually purchased by women.) One respondent was terrific in describing the criteria of a good fit:  

      Read on... 

Queue Bits
Marketing research and insights news and information. This issue's keywords: smartphones; takeout containers; landline households; customer service; AM/FM radio
 
Smartphone ownership has now reached 75 percent of the U.S. population age 13 and older ...

Fewer than 1 in 15 consumers are satisfied with food takeout containers ...

The percentage of U.S. adults in households with cell phones but no landline telephone has risen to 44 percent ...

Consumers prefer to solve product and service issues on their own rather than consulting a customer service representative ...

Traditional entertainment trumps new technology in U.S. automobiles ...

These reports were compiled from recent issues of the Daily News Queue, a free e-newsletter digest of marketing research and insights news and information delivered each business morning. Not already in the Queue? Sign up here! 

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