April 2-3, 2019
There are few types of research that require the investment level of segmentation and experience such high rates of failure. It is a method full of common pitfalls and hasn’t fully evolved to address today’s experience-driven culture.
Russell Research has developed a process that is designed to be inclusive of stakeholders across an array of job functions, use thought-provoking strategic frameworks to elicit core objectives and challenges, establish guard rails to prevent “pretty” but ineffective solutions and utilize a range of tactics to uncover existing and latent opportunity for customer experience and innovation.
This session will guide attendees through a step-by-step process to successfully design and conduct market segmentation and will incorporate customer experience thinking, address consumer and B2B nuances and provide a range of best practices to ensure your next segmentation project is a success.
Eye-tracking and virtual reality permit fully immersive, natural shopper interactions within easily modifiable environments, all with far more study design control than ever before. Observe and measure shoppers in fully [...]
Tuesday | 11:30-12:00 | Room 3
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 [...]
Wednesday | 3:15-3:45 | Room 5