In today’s world, customer journey and insight take on many flavors. Cookie cutter techniques where one forces a pre-baked methodology to address every situation often proves less than optimal.
When stakeholders express a desire for a specific methodology, prior to defining goals, have them take a step back. An objective partner will ask the right questions to help stakeholders flesh out their primary, secondary, and tertiary goals. Too often we hear, prior to defining clear objectives, “I need focus groups,” or “we need an online survey,” or “we must build a community” or “we must analyze sentiment on Facebook and Twitter.” Although positive desires, driven by wanting to understand customers and/or prospects, they are misguided suggestions. We are adept at identifying diagnostic questions required to determine the most efficient ways in which to answer key objectives. Given our depth and breadth of experience, we leverage a wide array of primary, secondary, and hybrid research techniques.. Combining marketing and MIS knowledge enables broader thinking when problem solving.
Elements we bring to the table are:
- Objectivity,
- Methodological expertise,
- Real-world experience,
- Current knowledge of leading-edge practices, and
- Holistic mindset.
Our bottom line is to answer all objectives accurately, timely and under budget by leveraging the smartest approach. Identifying solutions that encompass traditional, digital, or a combination of approaches lead to splendid results in the real world. Rather than work in silos, we work holistically so that solutions operate in harmony.
For more thoughts on process, please check out “Everything Is A Process.”