Unearthing Insights

Practical tips for unearthing insights

Understanding Your Employer Brand

In 2017, Antilles Economics and Blueprint Creative Inc. embarked on a project to understand the employee view of the employer brand. Since publishing those results (you can download the executive summary here), I have received a few queries from persons seeking to understand their organisation’s employer brand and how to assess its strength. What is …

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Do you have the information you need to excel in your role as a marketing strategist?

Marketing is a broad field, encompassing everything from market analysis to branding to advertising to customer experience. Marketing is so broad, that some of its functions are often broken up into smaller departments or teams within organisations; common examples include customer experience, market research and public relations. So, what do we mean when we refer …

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Managing the talent pool with the help of analytics

Mobilising people to achieve an organisation’s goals is not as straightforward as mobilising any of its other resources because, well, you’re dealing with people. People have skills, experiences, capabilities, feelings, opinions, perceptions, attitudes and values that must be taken into consideration when crafting strategy. For example, when goals are set for sales targets, implicit in …

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Join Us for ‘Leveraging People Analytics to Drive Performance’ Training with HRMAB

Defining your target market with precision

Do you find that when you’re asked to identify your target market, you respond with something like ‘millennials’ or ‘people living in this area’ or ‘young families’? That’s specific, right? But yet when you place your ad – which everyone agrees is fabulous – in the media outlet that your target market is exposed to, …

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A few thoughts about focus groups

It seems to me that marketers love focus groups. In almost every discussion I’ve had on solving a market research problem, marketers have suggested the possibility of focus groups. Maybe they’re attractive because they are relatively inexpensive compared to other research methods, can be organised quickly and are deceptively easy to conduct. And you can’t …

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Do you map your customers?

A map of customers on a real-world map, created from data, reveals things as they are and takes some of the guess work out of reaching customers. Industries from healthcare to retail to finance to utilities are using location information about their customers and assets to drive superior customer experience, improve process efficiency and lower …

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Want to improve your customer’s experience? First you have to understand it.

What is customer experience? Customer experience can be thought of as all of the ways that customers engage with your company and brand throughout the entire lifecycle of their time as your customer. Through this lens, it includes everything from customer care to advertising, packaging and public relations to product and service features to reliability …

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Inviting Customers Into the Product Design Process

[vc_row][vc_column][vc_column_text]Customers buy in the modern world where expectations have changed, where patience is short, where exceptional service and delivery are expected, and where they expect things to be either value for money, incredibly simple or very fun. Satisfying the customers’ needs and expectations should be the driving force behind any product creation. Customers like being …

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Forecasting – Art and Science

Why forecast? Forecasting, in its most basic form, is the practice of making predictions about future values of a variable, outcome and/or decision. The question is whether forecasting is necessary, and why. The answer to the first is a resounding yes, mainly due to the need for businesses to plan ahead and anticipate various events. For …

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