A few years ago, a client approached us about fielding their annual insights survey among financial advisors. We suggested a different approach to find the market research sweet spot for financial services.

Consumers might not be mentioning your company on social media, but that doesn’t mean you shouldn’t be listening. Understanding your clients’ customers and what they’re saying about your clients’ brands and industries can play a critical role in a B2B company’s success.

That pop-up when you land on a website’s homepage that asks, “How can I help you today?” isn’t so surprising anymore and is becoming a more significant part of the digital experience.

The typical market research study includes large sample sizes and lots of data points. A quantitative focus like this has its place, but usually not in usability testing.

Given the broad range of sentiments and ebbing intensity levels, navigating through emotions can get overwhelming. What's a researcher to do?

A journey map is a visualization tool that helps organizations identify and understand the experiences their customers are having with the company and find ways to improve them. Before beginning the journey map, we need to understand the current state of the company.

Although there's a fundamental difference between social monitoring and social listening, the terms are often used interchangeably. I'm even guilty of it myself.

In short, it's a story. When it comes to why people do what they do, there's almost always a story. Journey maps are about understanding and visualizing those stories.

"Won't they just get used to it?" There's always going to be a learning curve when interacting with a website or app the first few times — but it's risky to assume everyone will get over it.