Chicago

April 2-3, 2019

Chicago
Register Now Convince the Boss

Using Cross-Disciplinary Insights to Understand Your Customer’s Journey

We leveraged behavioral data to first identify target audiences. Once these customers were identified, we sent them a custom survey that explored media preferences, content preferences and live journalism formats. The goal of this research was ultimately to help us understand how to speak with top management readers and what kind of stories and live journalism would be compelling for them to read.

This presentation will show how we used behavioral data (page views, cross-over analysis) as well as results from a primary survey (in a clear simple narrative) to provide a more robust understanding of consumer media preferences in order to inform content strategy and engagement.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Data integration/big data
  • Storytelling/data interpretation
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • New techniques – qualitative and quantitative

Takeaways:

  1. It can be done ethically.
  2. It can be more precise. You don’t have to survey everyone in your database.
  3. You don’t have to ask basic questions in your survey since you can leverage behavioral data or you can validate results.

Speakers:

More sessions

See all sessions

Building Insight-Led Strategy and Activation through Agile Qualitative

Building and maintaining consumer insights capabilities that are seen as critical to business decisions isn’t easy. With the demand of more agile development approaches, insights need to reframe perceptions about [...]

Details

Why Don’t They…? Using Narrative Economics to Better Understand People

How you think about, interact and communicate with customers is based on the premise that you know who they are and how they make choices. However, traditional ways of looking [...]

Details

Research and the Elusive Generation Z

One of the biggest challenges in research today continues to be engaging the youth market – whether that’s Generation Z or their slightly older Millennial counterparts. In her latest book iGen, [...]

Details