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Management, Leadership & Organisation
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Practice paper

Customer insights that matter

Debbie Macinnis
Applied Marketing Analytics: The Peer-Reviewed Journal, 7 (4), 355-361 (2022)
https://doi.org/10.69554/PDBI9488

Abstract

Marketers realise significant benefits such as greater sales, reduced marketing costs, higher profits, more lucrative salaries and enhanced influence within their organisation when they understand customers. To reap these benefits, marketers need customer insights: how customers think, how they feel, how they behave and how they are changing in response to evolving marketplaces. Marketing’s role in research is imperative, since marketing represents the voice of the consumer within the organisation. The best research-derived insights are realised when marketers have thought through the following questions before data is collected: 1) is there a clear and specific research question?; 2) which customers are most relevant to the research question?; 3) has this question been answered before (in the academic literature, industry/consulting reports, within my own company)?; if not, 4) which research methods and measures should be used; 5) where should one start in the research process?; and 6) what is optimal? This paper addresses each question.

Keywords: customer insights; customer research; research questions; data sources; multi-method research

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Author's Biography

Debbie Macinnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor Emerita of Marketing at USC’s Marshall School of Business. She has received USC’s Faculty Lifetime Achievement Award and the Lifetime Achievement Award from the American Marketing Association’s Consumer Behavior Special Interest Group. Debbie is a Fellow of the AMA, the Association for Consumer Research, and the Society for Consumer Psychology. She is former co-editor of the Journal of Consumer Research and has authored over 100 articles and several books.

Citation

Macinnis, Debbie (2022, March 1). Customer insights that matter. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 4. https://doi.org/10.69554/PDBI9488.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 7 / Issue 4
© Henry Stewart
Publications LLP

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