Understanding the authentic voice of the customer is no longer a nice-to-have—it’s a business imperative. While metrics like Net Promoter Score (NPS) and Customer Satisfaction (CSAT) surveys have long served as benchmarks for customer experience, these quantitative measures only tell part of the story. To build true customer empathy and drive actionable insights, organizations must… Continue reading Why Unstructured Feedback is Key to Authentic Voice of Customer (VoC) Analysis

Remember when “customer experience” meant having a decent website and responding to complaints? Those days are long gone. As we look toward 2025, the CX landscape is evolving faster than ever, driven by rising customer expectations and technological innovation. But here’s the plot twist: while AI and automation are stealing headlines, emotional intelligence and empathy… Continue reading Five Voice of Customer (VoC) Trends for 2025: Why Empathy Will Be Your Secret Weapon

Think empathy is just a feel-good buzzword? Think again. In today’s experience-driven economy, understanding and connecting with customer emotions isn’t just good karma—it’s good business. Research shows that brands that form emotional connections with their customers enjoy a staggering 306% higher lifetime value. Now that’s something to feel good about. Incorporating unstructured feedback into your… Continue reading The ROI of Empathy: How Understanding Customer Emotions Drives Business Growth

I recently had the opportunity to present at ESOMAR’s AI Tools showcase, which featured a panel discussion with several brand insights leaders moderated by Vensa Hajnšek, senior manager of intelligence at Swarovski. The discussion served as a touchstone for the state of AI in market research: lots of experimentation, and real promise to elevate insights… Continue reading Brand Insights Leaders Reveal the Promise and Peril of Generative AI in Market Research

For consumer insights professionals, the promise of generative AI is clear – enhanced efficiency through automation and elevated data storytelling capabilities. Being able to quickly and seamlessly translate vast amounts of unstructured consumer feedback data into polished insights has obvious operational benefits. From dramatically reducing time spent reading through verbatim comments, to surfacing thematic trends… Continue reading Why High-Trust AI is Critical for Unlocking Consumer Insights

In the vast and complex landscape of data analysis, open-ended text holds a unique place. Unlike its close-ended counterparts, which confine responses to predefined options, open-ended text—also referred to as verbatims—embraces the richness and diversity of human expression. This form of data collection, prevalent across open-ended survey questions, digital feedback channels, customer support interactions, and… Continue reading The Power of Open-Ended Text in Unveiling Deep Insights

By 2025, an overwhelming 80% of customer feedback is expected to be unstructured, encompassing a wide range of sources such as consumer surveys, online reviews, and social media commentary. Given this shift, the question arises: How can businesses leverage this abundance of unstructured text to evolve into more customer-focused and empathetic organizations? The key lies… Continue reading Understanding the ROI of AI for Consumer Insights

Discover how to use text analytics to improve your customer experience. Learn the basics of text analytics, potential challenges and best practices for getting started.

Discover how to use text analytics to improve your customer experience. Learn the basics of text analytics, potential challenges and best practices for getting started.