The Next Step in Customer Satisfaction: Net Emotion Score

“The customer is always right.”  This mantra has been repeated so often as to become nearly cliché, so why do we hear it so often?  Because the success of a company is largely defined by the happiness of its customers.  Understanding a company’s performance across...

Enhance Marketing Efforts with Sentiment Analysis

Emotions are the root of our actions. They influence how we interpret a situation, interact with others and make decisions. This is especially true when it comes time to buying something, even if we don’t realize it. This means that, in large part, emotions determine...

What Makes Insights Actionable?

Data collection, on any level, has become a fairly easy task to do nowadays. With so many resources available on the Internet, do one simple Google search and you can get answers to your questions in two seconds. However, easy data does not necessarily mean meaningful...

Qualitative Research: Mining Value in “Why”

When a client asks for help, it is the market researcher’s job to determine how to conduct research that will reach a solution for the client’s needs. While qualitative and quantitative research typically complement each other, it is becoming increasingly important to...

B2B Buyers Aren’t Rational

Even B2B buyers are subject to emotional responses when completing purchases. Let’s say you’re Jordan, a senior buyer for a major automotive company, and you’re about to place a purchase order for $300 million of automotive replacement equipment. Do you choose a...

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