Now that we have all done it, we recognise how easy it will be to jump into our second project.  There is a realisation that listening to information from the source smashes our internal bias and creates a rich internal discussion.  I have always been told in my previous roles that ‘you are not the …

‘With the platforms we were using previously, it would have been difficult to achieve the same outcomes that we did with Hearsay. Summarising the customers’ descriptions of the brand was easy. As we had all the videos with our key statements tagged and timestamped, it was also easy to pull together a video with customer …

MBLM released the findings of their study, ‘Brand Intimacy COVID Study 2021’ that evaluated the emotional connections between customers and brands during the pandemic. For the second year in a row, Apple has ranked first as the most intimate brand during COVID-19, topping Disney, Amazon and Netflix. The study is essentially anchored in the idea …

There is no doubt that Michael Arrington is a powerful and infamous man in the US – he rose to prominence writing the TechCrunch blog.  I don’t know him.   But I read this quote from him recently. Customer research produces bland products.  We are producing a piece of art. Why would he say this when …

There is nothing worse than being known as a number.  A patient number, a Covid jab number, a waiting queue number, a credit card number, a customer bank number, a list of numbers on a business dashboard. It feels dismissive, indifferent and lacks connection. But numbers are what most businesses use to understand their customers.  …

(A version of this article appeared in Marketing Magazine in June 2020.  Pip has updated it some information but essentially it is still incredibly valuable a year on.) As we continue to suffer strict lockdowns in Australia and business leaders re-think their strategies, we must work out where our growth opportunities are going to come …

Pip appeared on the SHOPOLOGY podcast with Dr Jason Pallant and talked about how powerful personal conversations with customers are in an age of big data? In this episode of SHOPOLOGY, Dr Jason Pallant spoke to Pip about the power of customer conversations, and how they can add meaningful insights to other quantitative methods. Pip …