March 5-6, 2019
Customer experience and patient journeys require a sound science base if they are to reflect the true experience and provide actionable results. Customer types should be narrowly defined to the personality level and well beyond surface attitudes. The full armory of brain science must be applied to decision points. Links should be made to market segmentation where possible.
Physiology plays a role as well. How are the elements of satisfaction in a meal experience broken down? How does the context of eating a meal with friends at a restaurant compare to eating a meal while sick in hospital? How does physiology impact product choice in a supermarket or other retail setting? What research techniques can we apply to find out?
We will show case studies from the health care, skin care and food service industries and demonstrate how the principles we use apply to all businesses. We’ll also demonstrate how to apply brain science and physiology to customer typing and the underlying topic to produce superior results. And, this talk will address the vital link between CX and market segmentation.
You’ll leave this session knowing how to juice up your CX and patient journey studies past and future, while being assured of relevance and the great feeling of a project well done!
The challenges in conducting marketing research with health care professionals are significant and often inevitable. Research agencies are vying for time with busy professionals and pharmaceutical research has become increasingly [...]
Wednesday | 10:00-10:30 | Room 3
Geert Hofstede’s work is a seminal academic reference, highlighting six cultural dimensions of national cultural identity. But are these really practical in day-to-day commercial data collection and insight generation? And [...]
Tuesday | 9:15-9:45 | Room 5
In this session, we will share our key learning: What are the most common personality types in the C-suite? How do you effectively screen for the right business decision makers? How do you [...]
Tuesday | 9:15-9:45 | Room 2