White Papers

I am asked about NPS (Net Promoter Score) on a pretty regular basis. Sometimes a company already uses NPS and wants to know how we will incorporate it into the program we are developing for them. In other cases, a client has heard about NPS but isn’t sure whether it is the measure they should rely on to guide their business. Still other clients are familiar with NPS but would like my assistance communicating to internal clients the way it should be used. After years of getting these questions, I decided to prepare a short overview of NPS, highlighting both its key advantages and discussing the shortcomings or caveats to keep in mind.

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When fintechs first appeared on the scene, they were mostly a curiosity for credit unions. Until fairly recently, credit unions’ only competitors were the banks – essentially those that the government had authorized to do business in the same ‘risk averse’ manner to which they were accustomed.

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Diversity, equity and inclusion have not just become part of our vocabulary, they’ve adjusted our thinking, expectations and behaviour. But what do they mean for market research and how do we build the principles of DE&I into our approaches and practices? The challenge for us as researchers is that surveys are highly categorical in nature – while diversity and inclusion are decidedly not. In fact, the practice of grouping people can make an individual feel overlooked and excluded.

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Satisfaction surveys have never been more popular, yet most organizations have stopped using satisfaction in their surveys.

Here’s a quick rundown on why that is and what organizations are using instead.

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Managers tend to take a template, one-size-fits-all approach when trying to enhance employee commitment, regardless of an employee’s underlying motivation and work attitudes. Managers take this approach either because they feel it’s important to “treat all employees equally”, or they assume it’s not practical to develop a HR management system tailored to create conditions that will enhance commitment among different types of employees. In this whitepaper we present a model that identifies unique triggers that enhance commitment among different employee segments.

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Insight communities are increasingly used as a complementary tool to core research programs, and for good reason. There are obvious benefits to engaging with customers on an ongoing basis – you can use their feedback to inform decisions, promote new products and services to community members, and ultimately, build customer loyalty. If you are thinking of adding an insight community to your research toolbox, here are a few things to consider to make sure it’s a good investment for your company.

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Innovation doesn’t need to be a quest for ground-breaking ideas. Companies gain advantages when they inspire ‘everyday innovation’ among employees.  So what are the conditions that foster everyday innovation and how can companies can measure their progress toward creating these conditions?

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Marketers have long used segmentation to better understand, reach and serve their customers. The idea is to divide the market into useful groups, identify your target segments, and tailor the products, prices, service experience, channels and messaging to resonate with those segments. However, marketers are increasingly finding that traditional ways of segmenting consumers – by demographics, behaviours, projected value or psychographics – have grown less useful over time. Two factors are to blame:  Consumers are becoming less fixed in terms of who they are and how they behave, and digital marketers are increasingly able to micro-target consumers as individuals rather than as groups.

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Public and private sector organizations use targets to guide and drive their strategy forward. Surveys are often used to capture metrics from customers, members, employees and the target market. Developing the right metrics for your business is crucial to your strategy; ensuring that the targets you set are reasonably achievable is crucial to keeping your people focused and motivated.

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Many of the questions I get about survey design relate to what metrics to use – and in particular, what scales to use. It’s easy to say “it depends on the situation” and that is certainly true. However, if we are talking about assessing customer experience, here are some general guidelines to keep in mind.

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