In this paper, we will introduce a relatively new technology, the MouseTracker, a method that we have integrated in classic in-depth interviews. This has allowed us to get richer insight on three critical business decisions: - How do we segment customers? - How do we develop products based on the real and latent motivations and barriers for the adoption? - How do we identify the competitive set so that we can develop the appropriate positioning? Our aspiration for this paper is that readers will attempt to apply the MouseTracker within their specific business context. The true benefit of the MouseTracker and other new technologies for solving business problems is realised when these are integrated with other methods. Fusion is powerful. Although we have just begun using the MouseTracker, we believe this is an accessible, unobtrusive, easy to use technology that can add value to the field of insights across different industries.
Patients have become the center of most pharma companies' worlds. Immersions are perfect for clients who want and need to understand the patient's world at the individual customer level - to offer better solutions and better serve patients with more customized products. This paper discusses the role of video-based research methods in medical research, why this method is particularly effective for helping those with multiple chronic conditions, to identify patient-centered improvement opportunities, and communicate effectively to clinical and administrative leaders and decision making stakeholders.
Exploring the creation of data-driven buyer personas combining psychographic and demographic data to know who speaks about them.
We show how to convert a vision into a transformational strategy that reinvents your relationship with customers. We'll demonstrate, via a major global insurance provider case study, an approach to embedding visionary change in any organisation.
Nowadays social listening and analytics is an integral part of market research and customer insights. Surveys alone are no longer adequate, or fully representative of how consumers perceive brands and products, unless they are shorter, faster, and integrated with other sources of information such as social listening. It will be shown that accurate social listening integrated with retail measurement and surveys can help companies uncover valuable customer insights. A case study about Health & Wellness will be presented to showcase the power of data integration.