Customer Research

Engage executives by first understanding executives.

You can’t build a meaningful relationship with someone you just don’t know. We start every project by figuring out what your top customers care about—and where they think your company stands.

Our executive interviews and objective analysis help…

  • Uncover surprising stories and mutual interests
  • Get pointed feedback
  • Capture real customer voices and experiences
  • Identify or confirm customer challenges…and your role in solving them
  • Spot trends as they take shape
  • Discover credibility gaps and improvement opportunities
  • Design programs and experiences in which your customers want or need to participate

Gain C-suite perspective—from a team that is constantly talking to C-suite executives

We talk regularly with senior leaders from multiple industries and around the globe—conducting hundreds of interviews and thousands of casual conversations every year. We routinely explore the complex business and technology issues affecting the CEOs, CIOs, CTOs, CFOs, CMOs, and other officers at large and mid-size enterprises.

That makes us particularly practiced at asking the right questions and quickly highlighting what is novel, relevant, and useful to their goals—and yours.

Our research may serve as the first phase of a broader strategy initiative or engagement program, or may be a stand-alone project.

  • Audit customer experience, journeys, and interests
  • Evaluate and outline brand permission, competitive advantage, and opportunities for new products, services, and growth
  • Develop topics, speakers, stories, and other content for customer programs
  • Supplement or orient quantitative surveys with a qualitative, C-level perspective
  • Tie insights back into the business

Contact us to talk about the role of research in C-level relationships and engagement programs.

Voice of the Customer: What the Hard Numbers Can’t Tell You

Posted on 12.16.2013 by in Engagement Strategy, Featured, Understanding the C-Suite

The move to customer centricity has amped up the pressure on understanding customers’ wants and needs.  Big data has focused lots of attention on all of the new ways to access and quantitatively analyze the “voice of the customer”.  And  

Continue Reading »

5 Tips: How to React to Unwanted Customer Input

Posted on 07.14.2011 by in Customer Advisory Boards, Engagement Strategy

Sometimes your client communities give you advice you didn’t want to hear. How you respond can turn the situation south quickly, if you aren’t careful. We have five tips for how to respond well—and turn negative feedback into a positive  

Continue Reading »

The Next Frontier…Understanding Your Customers’ Customers

Posted on 11.1.2012 by in Engagement Strategy, Understanding the C-Suite

So you think you’ve nailed it.  You are a B2B marketer who spends 25%-30% of your time with customers; you collect insights across a range of customer communication channels; and you analyze and integrate what you learn into the other  

Continue Reading »

Looking to Engage Executives? First, Understand What They Want

Posted on 09.21.2015 by in Featured, Understanding the C-Suite

Executives are different from other audiences, and it helps to understand what executives are looking for when they engage with vendors and others. From our work interviewing hundreds of C-level executives every year, we have extracted the key elements that  

Continue Reading »