Markets have changed and marketing must do too. In this paper I propose an alternative approach to segmentation and show how it might affect the way we work including an update of what we have learnt from segmentation.
What a Customer Interpreter® does, and why it’s the key to a successful business. Including
- 4 techniques for a Customer Interpreter
- 3 applications for your business
If you run a business in your own country, you probably believe you speak the same language as your customer.
But do your customers think you speak the same language as them?
Overcoming the communications gap makes obvious business sense. More and more customers have choices and they choose suppliers and products that they can identify with. None of us like to feel misled, or patronised or misunderstood. So if they can relate better to your business, they’re more likely to buy from you.
To read this paper download the pdf here What a Customer Interpreter does
Our paper “Harnessing Social Brainstorms for better business decisions” was nominated for the Market Research Society’s 2009 Research Award. Request your copy now.
The judges said…
“A lively, well written and interesting paper on a technique with clear applications for large numbers of dispersed B2B respondents”
“A very good read. A good mix of theory and case studies demonstrating the effectiveness and benefit of a new online approach”
As part of an Innovation drive with Dept of Health and health / social care partners and providers in Eastern England, Customer Intepreter helped to develop and run a 2 day scenario planning workshop for this diverse group.
This short video explains the approach
Challenge: to identify effective leadership styles and cross-reference with male / female strengths
Our approach: on-line mega-focus group run on the Synthetron platform, then online questionnaire. NB Customer Interpreter is the sole provider of Synthetron crowdsourcing software in the UK. This research was carried out with Aspire Coaching
A few of our observations about 21st century leadership
- Participants admire inspiring vision, courage, intelligence, integrity, the guts to make change happen, innovativeness and those they believe have a vision, stand for something and have made a difference.
- What is now being rejected is untrustworthy leadership based on ego, greed or selfishness, those that aim to divide and conquer.
- The best leaders tend to be female and they tend to improve with age and business or parenting experience. Higher LI (Leadership Intelligence) scores are seen in the public sector and those working in professions or in the coaching/development industry. Seniority helps, but board members have lower LI scores.
- High LI scorers take a job to make a difference and have a challengein a company they believe in. They are frustrated by hierarchies, work-life balance and lack of opportunities to do what they came for.
- Women appear to be less of a gamble when it comes to LI –their variance is significantly less than that of men and they are less affected by the sector, seniority level or working patterns.
Timescale: 1 month
Full report: find it here: leadership survey 2010