Ad Age recently highlighted a new customer experience study by Harvard Business Review and FocusVision.
The main takeaway suggests that true consumer insight must come from both big and small data. The combination provides a holistic customer view. This, they say, is the key to improving customer experience.
Martin Lindstrom, founder and chairman of Lindstrom Company and author of Small Data: the Tiny Clues that Uncover Huge Trends is quoted in the article.
He says, “The biggest problem with corporate data today is that everyone is obsessed with getting big data solutions on board. But you have to get your hands dirty to see the world form the customer’s point of view. You have to put yourself in their shoes and feel what they feel. Then you have something valuable.”
According to the study, "big data, from sources such as POS and CRM interactions is effective at providing very detailed accounts of what your customer is doing. Small data, those gathered from surveys, focus groups, online research communities and mobile ethnographies, tells you why they are taking those actions."
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And click here to read the full article in Ad Age.