Qualitative research is possibly the least understood type of primary research at most companies. In fact, most companies have never performed it before. If you grew up in the user experience or service design disciplines, you will likely be familiar with qualitative research and in-the-field ethnographic studies.
"No great artist ever sees things as they really are. If he did, he would cease to be an artist."
As we work on refreshing the Macquarium brand, I have been reflecting on our roots, and where we are headed. Prospects often ask me what makes Macquarium different? My answer is a steadfast “our people, how we think, and the results we deliver for our clients”. Yes, we have methodologies, great case studies and awards, but it's employees, their talent, passion for the work they do, and client success that drive an agency’s success. It’s people that start companies, design products and services, buy those products and services, consume them, and essentially shape the brand. It’s people that spark innovation, create the culture, and harness the energy to do great things for clients. So, it’s a fitting time to salute the 22 year heritage Macquarium enjoys as a human-centered digital pioneer. It’s also fitting to share some excitement about where we are headed. In addition to our people, it’s about…
Last week, in the heart of Boston, Macquarium was honored with the opportunity to speak to the good folks of the SCORE Conference on Customer Analytics. Specifically, on how analyzing customer feedback can drive loyalty through enhancing existing products and services, as well as informing the development of new ones. We were fortunate to have a wonderful discussion on a number of topics ranging from Customer Centricity, NPS, Customer Experience Planning, and Singular View of The Customer. For more context, please find my deck here: How To Drive Loyalty Through Customer Analytics