Tagged with market research

The key qualities of great consumer insights practitioners

The key qualities of great consumer insights practitioners

A recent online group discussion I participated in posed the question “Which is the most important factor that makes an insight professional outstanding”?   The responses to this – from various industry professionals – ranged from the obvious to the surprising; in particular what was concluded to be the most critical ability.  Based on these responses, … Continue reading

Why brand authenticity is critical for customer satisfaction

Why brand authenticity is critical for customer satisfaction

If customer satisfaction is about meeting or exceeding expectations, then why do so many companies measure satisfaction without considering what they are actually promising their customers?   This post draws on recent observations by Simon Wood, Head of Stakeholder Management Research for TNS UK, to explore the relationship between brand authenticity and customer satisfaction. There are … Continue reading