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OVERCOMING INERTIA How to Understand Sporadic Customer Journeys in Low-Involvement B2B Categories

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OVERCOMING INERTIA How to Understand Sporadic Customer Journeys in Low-Involvement B2B Categories For marketing research and insights professionals BROOKLYN MARCH 5-6, 2019 PREVIEW INSIDE! OVERCOMING INERTIA How to understand sporadic customer journeys in low-involvement B2B categories PLUS The value of B2B brand equity Comparing NPS scores Building a B2B CX program ADVERTISING SECTION Quirk’s Marketing Research Review February 2019 12 Top Non-Conscious Volume XXXIII Number 2 Research Companies www.quirks.com WHAT SETS US APART? A collaborative and consultative approach A lifetime of experience and expertise in our fields A passion for new ways to engage your target International proprietary brands and global reach Discover the Schlesinger Advantage in ‘de-tail’ at SchlesingerGroup.com. FPG offers the largest and most comprehensive market research capability set and focus group facility locations in the United States. Premier data collection solutions Online | Mobile | In-person 1.6 million opt-in panel 20 focus group facilities nationwide focuspointeglobal.com 888.873.6287 Quirk’s Marketing Research Review CONTENTS February 2019 • Vol. XXXIII No. 2 DEPARTMENTS 6 Click With Quirk's page 8 In Case You Missed It... For marketing research and insights professionals 53 12 Survey Monitor page 16 Product and Service Update BROOKLYN MARCH 5-6, 2019 20 44 12 Top Non-Conscious Research Companies PREVIEW page INSIDE! 49 Names of Note OVERCOMING 24 INERTIA 50 Research Industry News How to understand sporadic page customer journeys in 52 Calendar of Events low-involvement B2B categories 18 PLUS The value of B2B brand equity 112 Index of Advertisers Comparing NPS scores page Building a B2B CX program 114 Before You Go… 28 Quirk's Marketing Research Review 4662 Slater Road | Eagan, MN 55122 page 651-379-6200 | www.quirks.com ADVERTISING SECTION Quirk’s Marketing Research Review Publisher • Steve Quirk February 2019 44 12 Top Non-Conscious Volume XXXIII Number 2 [email protected] | x202 Research Companies www.quirks.com Editor • Joseph Rydholm [email protected] | x204 Digital Content Editor • Emily Koenig ON THE COVER [email protected] | x210 News Editor • Sara Cady 20 Overcoming inertia [email protected] | x212 How to understand sporadic Audience Development • Ralene Miller customer journeys in low- [email protected] | x201 involvement B2B categories 36 We can do better Production Manager • James Quirk By Jeana McNeil Core reasons why top-box is not an [email protected] | x206 ideal measure for marketers and Directory Sales • Ilana Benusa researchers [email protected] | x213 TECHNIQUES By Ken Faro and Elie Ohana V.P. Sales • Evan Tweed [email protected] | x205 24 Looking beyond sales Sales • Lance Streff The value of B2B brand equity COLUMNS [email protected] | x211 By Carly Fink European Sales • Stewart Tippler 10 Trade Talk [email protected] | +44(0)7989-422937 28 Companies are people too In B2B, getting price wrong Considerations in building a B2B can be costly CX program By Joseph Rydholm ••• moving? make sure By Claire Sporton Quirk’s comes with you! 18 By the Numbers Send change of address information to [email protected] 32 Not another byte Statistical inference about Net How to use curation to manage the Promoter Scores By Albert Madansky Download the Quirk’s iPad, iPhone onslaught of data or Android app to view this issue. By Robyn Clayton An interactive downloadable PDF of this magazine is available at www. quirks.com/pdf/201902_quirks.pdf. Follow us on Twitter @QuirksMR. 4 Quirk’s Marketing Research Review // February 2019 www.quirks.com no bull. At Fieldwork, we believe honesty is the soul of good research. Extensive employee training in industry ethical standards and in-depth daily updates to clients are just a few of the ways we ensure accurate, honest recruiting. www.fieldwork.com Atlanta • Boston • Chicago-Downtown • Chicago-Flex • Chicago-O’hare Chicago-Schaumburg • Dallas • Denver • Fort Lee, NJ • LA-Orange County Minneapolis • New York City • Phoenix • San Francisco • Seattle • Anywhere NATIONAL RECRUITING • GLOBAL FIELD MANAGEMENT • ONLINE RESEARCH ••• online, e-newsletter CLICK WITH and blog highlights // Noted Posts ••• event Quirk's Blog The Quirk’s Event Promo Video Holiday shopping goes mobile https://bit.ly/2Aurl6C ate last year we compiled Levery image and video clip on fi le from the 2018 Quirk’s Forming alliances to lead Events with the goal of creating through disruption a real, valuable event video https://bit.ly/2SN01bd and sent the fi les to an editing team. Their response: Sound quality? Awful. Videos? Shaky 3 tips for pitching innovative at best. Abandoning ship we ideas decided to take a diff erent https://bit.ly/2NHSpno route (and poke a little fun at ourselves in the process). Enter, The Quirk’s Event Promotional Video – Quirk’s comical take on event videos. While we haven’t exactly gone viral, the video has been reviewed as: Research Industry Voices “The most hilariously self-aware conference promo video ... ever.” “A very funny promo video. Who can stay home after seeing this?” Programmatic vs. automation in “Genuinely great.” the MR industry https://bit.ly/2s7Vu7h We hope you’ll enjoy our comical take on event videos! https://youtu.be/umCMi2fHT2U Dedication to diversity propels If you’re interested in joining us at The Quirk’s Event, visit www. success at Netfl ix TheQuirksEvent.com and learn more about our remaining 2019 shows in Brooklyn https://bit.ly/2LOoEkN (March 5-6) and Chicago (April 2-3). Leveraging governance to help solve CX challenges https://bit.ly/2rKYwOC // E-newsworthy Research Careers Blog Most-viewed articles of 2018 7 steps for harnessing quirks.com/articles/2018/20181226-2.aspx employee potential https://bit.ly/2SBS0FI Dos and don’ts for successfully engaging survey respondents The advantages of an age- quirks.com/articles/2018/20181225-2.aspx diverse workforce https://bit.ly/2ANnUIw What’s here and what’s ahead: Marketing research 5 tips for attracting great trends and innovations candidates quirks.com/articles/2018/20181225-1.aspx https://bit.ly/2G2sIhT 6 Quirk’s Marketing Research Review // February 2019 www.quirks.com In Case You Missed It news and notes on marketing and research ••• cx research For sensitive info, live agents preferred over chat bots ••• data privacy hile chat bots can provide customers with quick answers to FAQs or Wissues, when it comes to Companies lag in handling sensitive fi nancial and personal information, consent-collecting however, most customers are more ixty-one percent of companies comfortable with Ssurveyed said they are either not a live agent, actively collecting customer consent according to data or they aren’t sure, according research from to a survey from consent and San Francisco- preference management solutions fi rm based cloud PossibleNOW, Duluth, Ga. contact The survey found that 25 percent center fi rm of respondents say they are not NewVoiceMedia. collecting consent because they are Top concerns waiting to see how GDPR laws are for using chat enforced; another 24 percent said they bots for service don’t know enough about consent laws include: lack of and 14 percent said that they do not understanding of believe they will be fi ned. the issue (65 percent ); Twenty-six percent said they inability to solve complex are still in the early phases of their issues (63 percent ) or get consent system rollout and another answers to simple questions (49 24 percent are only in the planning percent ); and lack of a personal service experience (45 percent ). Forty-six phases – meaning they have an percent also felt that bots keep them from reaching a live person. intention to off er but still aren’t When asked about transactions for which they would not feel comfortable doing so. In fact, only 25 percent said using a chat bot, a significant majority of respondents said large banking (82 their consent management solution percent), medical inquiries (75 percent ) and small banking (60 percent ). allows them to share data across Customers prefer live agents for technical support (91 percent ); getting all departments and divisions; and a quick response in an emergency (89 percent ); making a complaint (86 another 25 percent said they can percent ); buying an expensive item (82 percent ); purchase inquiries (79 maintain historical records for each percent ); returns and cancellations customer, a critical component to (73 percent ); booking appointments any truly compliant consent system. and reservations (59 percent ); and This means that even though one paying a bill (54 percent). The top division receives consent preferences benefit cited for dealing with chat from customers, another division also bots was 24-hour service. marketing to the customer base doesn’t www.quirks.com/articles/2019/20190201.aspx know their consent choices. 8 Quirk’s Marketing Research Review // February 2019 www.quirks.com Trade Talk By Joseph Rydholm, Quirk’s Editor In B2B, getting price wrong can be costly t’s been interesting in recent years Kermisch and David Burns did deep I to see more and more assertions that dives into the fi ndings to highlight some the B2B customer, who was previously problem areas and solutions for them. thought to be focused on price and price To understand the pricing-related alone, is actually subject to the same capabilities that matter most, Bain ©Clare Pix Photography www.clarepix.com Joe Rydholm can be reached kinds of emotions that are regularly studied a subset of top-performing at [email protected] claimed to sway the average consumer. companies, as defi ned by increased As more and more creativity is market share, self-described excellent
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