In-Depth Customer Dialogue: Getting the Real Consumer Voice by Adding Qual to Quant
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Transcript of In-Depth Customer Dialogue: Getting the Real Consumer Voice by Adding Qual to Quant
In-Depth Customer Dialogue:
Getting the Real Consumer Voice by Adding Qual to Quant
Sam Harami
Director, Global Customer
Customer Loyalty &
Insights
Jamin Brazil
CMO
@jaminbrazil
Aaron Jue
Director of Research
#newmrxJoin the conversation on
Peeling Back the Onion
We started with a few basic questions:
1. What do buyers like about eBay?
2. What do buyers want eBay to improve upon?
3. How does eBay do on these key drivers of satisfaction compared to
the competition?
FocusVision’s Decipher software and service solution supports a faster concept-to-insight lifecycle. However, limits exist in quant.
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Peeling Back the Onion: Score
You want robust data from your quant research but surveys do not let you uncover core drivers that connect customers to your brand
NPS scores give us a good
aggregate benchmark but
does not tell us…
• How the consumer feels
• Why they feel that way
• Individual stories and
experiences
29%20% 20%
32%
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100%
Q1 Q2 Q3 Q4
Detractor Passive Promoter NPS
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Peeling Back the Onion: Attributes
You want robust data from your quant research but surveys do not let you uncover core drivers that connect customers to your brand
0%
5%
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50%
Q1 Q2 Q3 Q4
Ease of Use Customer Service Deals
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Peeling Back the Onion: Verbatim Pareto
Open ends get diluted into categories during the coding process and may not give us the actionable insights we need
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0%
10%
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30%
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Q1 Q2 Q3 Q4
East of Use
Customer Service
Deals
“It’s hard for me to
find what I am
looking for when I
search on eBay”
“I tried to ask Customer
Service a question but it
took too long to reach an
agent”
“I wish I could
get some better
deals on iPads”
Peeling Back the Onion: Written Verbatims
Even survey open ends do not give us the full picture
“It’s hard for me to find
what I am looking for
when I search on eBay”
“I wish I could get
some better deals
on iPads”
“I tried to ask Customer
Service a question but it took
too long to reach an agent”
In-Depth Dialogue: A New Q+Q Method to Bring Back the
Voice of the Customer
Survey your
customers
Find your
“story” in the
survey data
InterVu
session:
Moderated
Focus Group
or 1:1
InterVu
session for
deeper
discussion
Connect your
audience to
your insights
Step 1 Step 2 Step 3 Step 4 Step 5
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To Get the Full Emotion and Context of your Customer’s
Voice – We Still Need to Go Deeper
• Step 1 – Online Survey: 10-minute online survey via Decipher
• Step 2 – Review the survey data & develop hypothesis
• Identify respondents that could represent stories behind the data
to engage in deeper discussion
• Steps 3 & 4 – 1:1 Webcam Interviews via InterVu:
• Primary purpose is to capture video clips that narrate the survey
numbers
• Respondents participate via their computers, eliminating costs
and the need for travel
• The live streaming format allows us to record key customer
moments for later reporting
• Step 5 – Enriches Presentation Findings
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Peeling Back the Onion: Connect Your Audience to Your Data
Leverage videos to bring the customer into the room and unpack your data
30%
35%
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50%
60%
Prices / Deals
Variety of Items
Customer Service
ProductDescriptions
WebsiteNavigation
Actual transcript from an InterVusession…
Peeling Back the Onion: Unpack Written Verbatims
Consumers elaborate more in a 1:1 interview compared to a text open end
“I love the great deals on all the things you can find on the site”
-OE Response
Actual transcript from an InterVusession…
Peeling Back the Onion: Finding the Core
It’s paradoxical; if you can’t show it to them with numbers, they’re usually not going to pay attention…but if you get a couple of consumers on video to illustrate what you’re talking about in the numbers, that’s actually what they remember.
- Scott McDonald, SVP Research & Insights, Conde Nast
“
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In-Depth Dialogue: Key Learning
Survey
(Decipher)
Hypothesis Interact
(InterVu)
Analyze Report
• Short webcam interviews are an efficient way to dive deeper and
humanize the survey data
• Videos create a deeper connection to the data for your audience
• All Hands Meetings
• Presentations
• Internal Intranet
• TV’s that show eBay only content throughout campus, etc
• Include mobile enabled video feedback questions in your survey
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Decipher+Video Open End
Additionally, you can add a video open end in your survey if the respondent has a webcam on their computer or mobile device
In-Depth Customer Dialogue:
Questions?
Sam Harami
Director, Global Customer
Customer Loyalty &
Insights
Jamin Brazil
CMO
@jaminbrazil
Aaron Jue
Director of Research
#newmrxJoin the conversation on
Discover the Real Consumer Voice by Combining Q+Q to
Create a Powerful Customer Narrative
FocusVision’s integrated product and service solution supports a faster concept-to-insight lifecycle, drives repeat client usage and reinforces embedded relationships