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Natural Language Processing the Essentials for Customer Experience For marketing research and insights professionals NATURAL LANGUAGE PROCESSING THE ESSENTIALS FOR CUSTOMER EXPERIENCE PLUS Setting goals in CX Tips for avoiding survey fatigue Individual or account-based segmentation? ADVERTISING SECTION Quirk’s Marketing Research Review October 2018 26 Top Medical Marketing Volume XXXII Number 10 Research Providers 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. Quirk’s Marketing Research Review CONTENTS October 2018 • Vol. XXXII No. 10 DEPARTMENTS 6 Click With Quirk's 8 In Case You Missed It... page For marketing research and insights professionals 28 11 Ask the Expert 12 Survey Monitor page NATURAL LANGUAGE 18 Product and Service Update PROCESSING 36 THE ESSENTIALS FOR CUSTOMER EXPERIENCE 54 26 Top Medical Marketing PLUS Setting goals in CX page Research Companies Tips for avoiding survey fatigue 64 Names of Note Individual or account-based 42 segmentation? 68 Research Industry News page 50 74 Calendar of Events 77 Index of Advertisers page 78 Before You Go… 54 Quirk's Marketing Research Review 4662 Slater Road | Eagan, MN 55122 651-379-6200 | www.quirks.com ADVERTISING SECTION Quirk’s Marketing Research Review Publisher • Steve Quirk October 2018 26 Top Medical Marketing Volume XXXII Number 10 [email protected] | x202 Research Providers www.quirks.com Editor • Joseph Rydholm [email protected] | x204 Digital Content Editor • Emily Koenig ON THE COVER [email protected] | x210 News Editor • Sara Cady 28 The basics of NLP [email protected] | x212 Essential natural language Audience Development • Ralene Miller processing for customer [email protected] | x201 experience Production Manager • James Quirk By Briana Brownell [email protected] | x206 Directory Sales • Ilana Benusa [email protected] | x213 50 Divide to conquer TECHNIQUES V.P. Sales • Evan Tweed Which segmentation strategy is [email protected] | x205 32 A worthwhile trip right for your organization? Sales • Lance Streff How to go further with purchase By Chris Claeys [email protected] | x211 journey insights European Sales • Stewart Tippler By Joe Beier and Jason Boyd [email protected] | +44(0)7989-422937 COLUMNS 36 Identify the right path to success Setting goals in customer 10 Trade Talk ••• moving? make sure experience Q Report survey respondents speak Quirk’s comes with you! Send change of address information By Kunal Gupta and Jeremy Cochran up on vendor communication By Joseph Rydholm to [email protected] 42 Strategies for avoiding 24 Data Use Download the Quirk’s iPad, iPhone respondent fatigue Two-dimensional max-diff or Android app to view this issue. Designing research surveys for By Rajan Sambandam and Westley Ritz success An interactive downloadable PDF of By Matthew Walmsley this magazine is available at www. quirks.com/pdf/201810_quirks.pdf. Follow us on Twitter @QuirksMR. 4 Quirk’s Marketing Research Review // October 2018 www.quirks.com Research Methods JANUARY THROUGH DECEMBER 2018 RM01 | Practical Marketing Research $2,795 New York Jan 23-25 Chicago Mar 5-7 Nashville April 17-19 Las Vegas June 5-7 New York July 23-25 Cincinnati Sep 11-13 Miami Oct 23-25 Phoenix Dec 3-5 RM03 | Designing Effective a division of Burke, Inc. Questionnaires: A Step by Step Workshop $2,795 Washington DC Feb 6-8 Leading the Way to Knowledge Cincinnati May 1-3 Philadelphia June 19-21 Burke Institute offers practical marketing research training using applied learning Chicago Aug 28-30 techniques. Become the marketing research expert in your organization. Las Vegas Oct 30-Nov 1 Research Applications Qualitative Data Analysis RA01 | Applying Research & Insights: Q01 | Focus Group Moderator DA02 | Tools & Techniques of Data Customer, Brand, Product $2,445 Training $3,295 Analysis $2,795 Chicago Mar 8-9 Cincinnati Feb 13-16 Chicago Feb 27-Mar 1 New York July 26-27 Cincinnati Apr 17-20 San Diego June 12-14 Phoenix Dec 6-7 Cincinnati June 19-21 Cincinnati Sep 18-20 Cincinnati Oct 2-5 Cincinnati Dec 4-7 RA03 | Market Segmentation & DA03 | Practical Multivariate Positioning Research $2,795 Analysis $2,995 Q02 | Specialized Moderator Chicago Apr 10-12 Skills for Qualitative Research Baltimore Mar 20-23 Cincinnati Jul 10-12 Indianapolis June 26-29 San Diego Nov 14-16 Applications $3,295 San Diego Oct 16-19 Cincinnati Mar 13-16 Cincinnati July 10-13 RA06 | Neuroscience Toolkit for Cincinnati Oct 23-26 Business Decisions $2,445 Q03 | Next Generation Qualitative Las Vegas May 2-3 * Please note that all of these courses Chicago Sep 26-27 Tools: Social Media, Online can be customized to create on-site Communities, Virtual Research programs for your organization. Platforms $2,445 Cincinnati May 22-23 Chicago Oct 24-25 TO REGISTER: © 2018 Burke Incorporated. All rights reserved. BurkeInstitute.com | 800-543-8635 Communication E-mail: [email protected] ON-SITE CUSTOMIZED PROGRAMS: Please check our web site or contact us C01 | Writing & Presenting about the following: Marketing Research Reports: All public seminars are available for in-company Certificate Programs presentations. Our staff will work with you to Insights, Storytelling, Data On-site customized seminars create the ideal program that best meets the Pass Programs (with 3, 6, & 12 month Visualization $2,795 needs of your organization. We customize seminar options) content, length and workshops to focus on the Cincinnati Feb 27-Mar 1 topics and issues most relevant to you and your Combination/team fee discounts New Orleans May 8-10 team. Our on-site, company specific programs also Recommended seminar combinations: Chicago Jul 31-Aug 2 offer significant price savings compared to public RM01 & RA01, Q01 & Q02, DA02 & DA03 San Francisco Nov 6-8 program offerings. To learn more about our on-site customized Dates and locations for programs subject to change. programs, please call 800.543.8635. Please check www.BurkeInstitute.com for the most up-to-date information. ••• online, e-newsletter CLICK WITH and blog highlights // Noted Posts ••• events QuirksBlog.com Register now for the 2019 Quirk’s Events 3 tips for pitching innovative ideas n 2019 the Quirk’s Event will be held in three locations – London, February https://bit.ly/2NHSpno I12-13; Brooklyn, N.Y., March 5-6; and Chicago, April 2-3 – allowing you Cell phones, TVs and tablets, oh to pick the dates and loca- my! Study looks at screen time tions that fi t best with and kids your schedule! https://bit.ly/2LYvOkG LONDON BROOKLYN CHICAGO The two-day event ENGLAND NEW YORK ILLINOIS FEBRUARY 12-13, 2019 MARCH 5-6, 2019 APRIL 2-3, 2019 is packed with sessions Millennials, CX and the fi nancial featuring real-world case services industry studies as well as discus- https://bit.ly/2zcM80c sions on the hottest MR topics. Here at Quirk’s we’re always looking for ResearchIndustryVoices.com ways to give your team an edge. At the event you will Blockchain and the future of fi nd quality, relevant content on the issues most important to today’s market- sample ing researchers, presented by leading researchers from innovative client- and https://bit.ly/2Ni6St6 supplier-side companies. Don’t waste your budget: Looking to register for the Quirk’s Event? Visit www.theQuirksEvent.com. Rebrand with research Use code SAVE20 to receive early bird pricing! https://bit.ly/2CjLZJY 7 tips for conducting a study with health care payers https://bit.ly/2PBi5CC // E-newsworthy ResearchCareersBlog.com Turning insights into action Defi ning the role of the chief quirks.com/articles/2018/20180826-1.aspx data offi cer https://bit.ly/2Q1WunX Say goodbye to generation bashing 5 ways to become self-aware quirks.com/articles/2018/20180825-1.aspx https://bit.ly/2NHUlMG Why we need to be critical consumers of marketing Do you plan company events? research content Keep invisible disabilities in quirks.com/articles/2018/20180826-2.aspx mind https://bit.ly/2CpIWjg 6 Quirk’s Marketing Research Review // October 2018 www.quirks.com aggressive. Fieldwork recruiters have the killer instinct. They love the challenge of tracking down and catching the most elusive of recruits. Call Fieldwork and give our recruiters something into which they can sink their teeth. 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 In Case You Missed It news and notes on marketing and research ••• television research Wide drop in TV viewership ccording to a study by cultural insights agency ThinkNow, Burbank, Ca- Alif., live TV viewing has dropped from 68 percent to 48 percent, a 20-point ••• data analysis decline across all audiences. The survey includes a representative sample of U.S. Hispanics, African-Americans, Marketers crave Asians and non-Hispanic whites regarding media data consumption and gam- ing habits. report by Research Now SSI and Live network A Econsultancy shows that the need TV is losing for high-quality internal and external ground as the data is top-of-mind for marketers. The most-often report explores perceptions and use of choice for integrated data by companies, agen- watching cies, technology vendors and inde- program- pendent marketing consultants and is ming across based on an online survey of marketers all segments, in the U.S., U.K., Canada, Australia, dropping from Ireland and New Zealand. 45 percent in The fi ndings show that all respon- 2017 to 31 percent dents consider the quality of internal in 2018. African- data to be important to their busi- Americans had the nesses, while 93 percent of client-side largest percentage respondents see high-quality customer point decline in live TV data as “critical to business success.” viewing, a 22-point decline Quality of data is the biggest concern from 75 percent in 2017 to 53 for both client-side (63 percent) and percent in 2018.
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