helping you master customer insight leadership

Data Scientists need a better infographic

Given my past post around an infographic shared by SalesForce.com (hybrid marketer), I have to comment on this new infographic being shared by MarketingDistillery.com. At first glance there is much to praise here compared to summaries others have published. Too many either confuse the specialist nature of a data scientist role with a marketing or customer insight analyst, or neglect the fact that even these geeks need softer skills. On that.. Read More

Are retailers getting away with misleading consumers?

Today’s news that a review by the Competition & Markets Authority (CMA) found evidence of retailers misleading consumers, with confusing pricing promotions, probably surprised no-one. Most savvy shoppers have learnt to check carefully when a “discount” appears too good to be true. But the simple tactics of checking prices at other shops on your phone, or looking carefully at quantity, or seeing if it’s still cheaper to just buy one – may.. Read More

No time for Insight spin, the Russians are coming

It’s not often that you have opportunity to discuss Customer Insight with leading Russian retailers. On 1 July, at #MSMS2015 event, I had such an  opportunity and thoroughly enjoyed it. In the end this was an exclusive, intimate business tour for predominantly two leading Russian retailers (from fashion & home furnishings sectors). That was beneficial, as a  beautiful setting in South Kensington gave us opportunity to talk honestly about aspirations, practical challenges &.. Read More

Last chance to attend #MSMS2015 on 1 July

Just a quick reminder that the MultiChannel Sales & Marketing Strategy business tour 2015 (#MSMS2015 on Twitter) is happening on 1-3 July at the Ampersand Hotel in London. Organised by Redenex, who have been a pleasure to work with, this event should help retailers understand a number of key marketing and sales skills to grow their businesses. I’ve shared previously some short interviews covering some of the topics I’ll be speaking on.. Read More

Are softer skills for analysts being neglected?

softer skills

Are you neglecting the development of softer skills in your analysts? Talking to Customer Insight Leaders recently, including at the very pleasant DataIQ Talent Awards, it would seem they are. When sharing the experience of Laughlin Consultancy, that training for analysts in softer skills is our most popular service this year, all these leaders are not surprised and agree they are needed. If there is such widespread support for the idea, why.. Read More

Planning your analysis with a model for greater value

Do you, or your team, spend sufficient time planning your analysis? When training analysts how to deliver more value, two topics have proved the most popular. One is training in socratic questioning techniques; to get to the real business need. The other is the 9 step approach to customer analysis. As many analysts have “fallen into” this line of work, rather than making a conscious education & career choice, few have.. Read More

Dear John, buried treasure and hidden breaches

Whilst busy training customer insight teams, I’ve noticed some interesting Customer Insight content being published by others this week. At the risk of sounding like Gogglebox’s oft repeated “this week we had a lot of great telly“… Here are some of this week’s great Customer Insight articles: The first is one that is an overdue warning as to the excessive reliance on PowerPoint for research debriefs. Amusingly set out as a “Dear John” letter.. Read More