April 2-3, 2019
When IBM’s new CMO joined in late 2016, there was an increased emphasis on customer advocacy. One of the vehicles introduced to capture client feedback was the Win-Loss program.
Pilot work began in 2016 to help “sell” the program internally, identifying key questions/attributes, determining what works/does not work, identify best practices and modifying those process elements that were not working. Activities to scale the program began in Q3 2017, such as automating eligibility and list-pull processes (e.g., size of deal, fatigue issues, prioritization rules, etc.), expanding into additional product categories (now 20 products covered), expanding into non-English-speaking markets (e.g., five languages and 17 countries included), expanding moderator team, etc.
We will focus on how we believe that the language of consumer insights needs to change to reflect how people communicate now. We will come at this from two sides: 1. [...]
Wednesday | 4:00-4:30 | Room 3
Ethnographic research is the study of human behavior in the context of socio-cultural systems and everyday practices. In a business context, it has proven its worth as a uniquely rich [...]
Wednesday | 1:30-2:00 | Room 2
It’s been over two years since Adam Rossow announced, “The qualitative research renaissance is in full swing.” Thanks to advances in AI and behavioral economics, it’s still going strong. Researchers [...]
Tuesday | 1:30-2:00 | Room 4