John Craig Becky Jewett

Understanding customers and their needs and wants is the primary driver of successful multichannel businesses. This industry hallmark is one of the reasons we’ve successfully gained wallet share over the past 30 years. Yet how many great research projects end up collecting dust in some filing cabinet? While database research can be eminently useful in understanding the composition of a database and the purchase behavior of customers, it doesn’t provide the complete and nuanced knowledge required for developing successful strategic change. Insightful primary customer research adds tremendous knowledge, even to those companies with sophisticated databases, and artfully created primary research informs a company’s

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