A Twitter discussion on Net Promoter Score (NPS) with Bruce Clark, Paul Bailey, Andy Hooper, Everard Hunder, and others. My takeaway: The formula is flawed (as Jared Spool ably pointed out), so the calculated “score” is meaningless, but thoughtful trend analysis of underlying data as well as verbatim comments can provide insights. Some highlights: Continue reading “Net Promoter Score (NPS) discussion”
I Shared My Phone Number. I Learned I Shouldn’t Have.
Brian X. Chen wrote a New York Times article titled I Shared My Phone Number. I Learned I Shouldn’t Have. Continue reading “I Shared My Phone Number. I Learned I Shouldn’t Have.”
direct-to-consumer (DTC) brands are flooding into television
James Hercher wrote an article about what direct-to-consumer (DTC) brands have learned while making a transition from social media to television advertising. Continue reading “direct-to-consumer (DTC) brands are flooding into television”
In defense of focus groups
In follow-up to a Twitter argument in which Byron Sharp compared focus groups to astrology, Doug Garnett wrote a blog post titled Defend Focus Groups: A Critical Research Tool.
« Groups are best for wide ranging discussions searching to discover what’s important in order to end up with impactful insights. » Continue reading “In defense of focus groups”
WeWork – 2 commentaries
A couple of insightful, unflattering articles about WeWork… Continue reading “WeWork – 2 commentaries”
Murray Calder on market research
Murray Calder wrote a blog post called To walk a mile in someone else’s shoes.
“Most research looks for commonalities and averages when all the interesting stuff happens in the outliers and the liminal spaces between one thing and another.” Continue reading “Murray Calder on market research”
Hoover – the worst sales promotion in history
Zachary Crockett wrote an article called The worst sales promotion in history.
“27 years ago, Hoover offered two free international flights with any £100 purchase. Today, it’s remembered as the worst sales promotion in history.” Continue reading “Hoover – the worst sales promotion in history”
We need a new ‘third way’ to set marketing budgets
Mark Ritson wrote an article for Marketing Week titled We need a new ‘third way’ to set marketing budgets. Continue reading “We need a new ‘third way’ to set marketing budgets”
Digital marketing is shooting itself down
Dave Trott wrote a blog post titled Too Far, Too Fast.
“The plane’s speed made it overtake the first burst that he’d fired, he flew straight into three of his own 20mm cannon shells. They had the basic technology which hadn’t changed in hundreds of years, guns. They installed it into the latest technology which they hadn’t learned about yet, jets. They were so enamoured with the new technology they ignored existing basic technology.”
“Which is exactly what happened in our business.” Continue reading “Digital marketing is shooting itself down”
Doc Searls reimagines e-commerce
Doc Searls wrote a blog post titled Here’s a cool project: completely revolutionize shopping online. Continue reading “Doc Searls reimagines e-commerce”
