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Linda Kuster column

Deep customer knowledge key to marketing success

With so many dramatic shifts in marketing over the last decade, the goal of influencing customers has become more challenging and complex.  Changes, such as...

Best practices for interviewing customers and others

While your organization communicates with your customers or stakeholders every day, critical insight can be gained by talking with them more formally. Using a...

Six questions to ask before you DIY

Market research is an ongoing activity for most organizations. Website analytics, transaction surveys, and salespeople talking with customers provide information that helps teams understand...

10 no-cost ways to gain market insights

Having current market insights is vital to innovative product development, smart business strategy and persuasive marketing. Few organizations have the resources to invest in...

Understanding employees can make or break your organization  

Even in the last two years, so much has changed and continues to evolve with workforce issues in the Corridor. A short list includes...

In-person or remote? How to answer the question

Offices and meetings are not the only thing that moved online during the pandemic. So did much of the qualitative market research being conducted....
customer satisfaction

Customer satisfaction: More than a score

By Linda Kuster | Guest Column Many organizations track customer satisfaction using indicators such as Net Promoter Score or Customer Satisfaction Score. Why is it important to measure satisfaction?

Understanding changing needs in times of crisis

By Linda Kuster | Guest Column The COVID-19 pandemic has altered the behaviors of customers in almost every industry and product/service category. While many of...

Don’t forget to ask your employees what they think

By Linda Kuster | Guest Column The customer experience has been a popular business topic for some time now, and rightly so. After all, without...

Customer feedback, insight crucial to product success

By Linda Kuster | Guest Column Statistics on the percentage of new products and services launched into the market each year that fail vary from...

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