Better customer insight, in real time

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      <subfield code="a">Few marketing challenges are tougher than identifying and influencing what drives customers' attitudes and behavior. Traditionally, executives have relied on a combination of quantitative data from surveys (such as those that track customer satisfaction and brand image) and qualitative insights from focus groups and interviews.
Unfortunately, both kinds of research suffer from a fundamental flaw: they rely on customers' memories, which decay rapidly. Consumers frequently recall a company's communications inaccurately; it's not uncommon for people to claim they've seen a company's TV ad at a time when the firm was not advertising.</subfield>
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