Marketing Research Happenings

Rockbridge Associates, Inc. : The Wallet Allocation Rule®: Bridging the Gap between Customer Satisfaction and Customer Spending by Timothy Keiningham, Ph.D., Chief Strategy and Client Officer Many managers believe that improving customer satisfaction, likelihood to recommend, or NPS levels will lead to customers devoting a higher share of their wallets to their firm or brand. It is easy to understand why they believe this. Unfortunately, it’s not true. Our whitepaper on the groundbreaking Wallet Allocation Rule® explains why.
Rockbridge Associates, Inc. : 5 Must-Dos to Get the Most Out of Customer Segmentation Research by Gina Woodall, President Customer segmentation studies are popular among the research community, but often times, organizations struggle to implement them effectively. Attitudinal or needs-based segmentation studies are by nature rich in detailed information about each individual segment of the market. Researchers usually communicate the information in a voluminous report due to the sheer amount of information these studies provide. This makes it tough for marketing and product development teams to understand and use the information. How can researchers help internal clients gain a more intimate understanding of the different segments of their market and quickly put this information to work for them? The following are five “must-dos” that Rockbridge follows when conducting a segmentation study to avoid failure in providing actionable information to management.