helping you master customer insight leadership

Are consumer segment Personas helpful facts or Marketing fiction?

personas

After a break in posting due to a holiday, I’m pleased to return and share about Personas. Despite having shared briefly before about Segmentation we have not had a post on this useful topic. Guest bloggers have shared on the continued relevant of segmentation & I shared some thoughts on public segmentations. But no personas. So, to fill that gap, I am delighted to welcome a new guest blogger, Amy.. Read More

How 15Five used Employee Insight to guide new software innovation

employee insight

This post shares how a software has been developed in response to extensive employee insight. We have shared before how crucial employee engagement & motivation are to achieving CX goals. The opportunity for HR Analytics also needs to be guided by a good understanding of what matters to your teams. So, I was delighted to be approached by David Mizne, editor of award-winning 15Five blog. Having seen our focus on.. Read More

Audio Interviews with Customer Insight Leaders: (5) Elsbeth Kottelenberg (UBM)

Elsbeth Kottelenberg 1

Time for another of our audio interviews with¬†Customer Insight Leaders, this time it’s Elsbeth Kottelenberg. This is another good conversation with a leader, in a different sector again. UBM is a global events company, with Elsbeth supporting Pharma events around the world. She also differs from previous interviewees through her background in qualitative research. During this interview we discussed¬†her career to date, some segmentation projects within UBM, the challenges of.. Read More

Don’t neglect the political dimension of applying analytics or insight

political dimension

To complement recent advice from our guest bloggers, let’s consider the political dimension of applying analytics in business. Annette & Peter have shared useful tips on applying analytics for both CX & Marketing. However, unlike the classroom, advancing such use of analytics in business always involves politics. Over the years, as well as protecting technical stars from performance management systems, I have often had to mentor them on politics. There.. Read More