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Hansa Marketing Services Blog

3 min read

Click Data is Not Customer Focused, and Vendors Want It that Way

By Roy Wollen on Mar 7, 2013 7:00:00 AM

By Roy Wollen, President, Hansa Marketing Services.

How do you take control of click data when your vendors want to make things more complicated? Clicking behavior is complicated enough. Customers click on both paid and organic search listings. Customers use browsers and mobile devices. Customers ask their social community for buying advice. When they land on your website, their navigation provides clues as to how interested they are in your brand. The bloated weblog that gets produced from all of this is a mess. It’s voluminous, redundant, noisy and much too granular to make business decisions in its raw state.

What you need is a way to make things simpler – to understand the customer prior to the sale.  You need a way to determine what to offer new customers, what to say, what to feature, how to ensure a good brand experience.

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4 min read

Is Customer Experience Mapping for You?

By Hansa Marketing on Feb 14, 2013 12:10:00 AM

By Kathryn Stevens, Client Services Director, Hansa GCR.

As far as you know, your customers use the processes you provide for communication, in-person transactions, online purchasing, or order placement successfully. When you take the customer pulse with satisfaction polls, you generally don’t see any completely unhappy customers. The limitation here rests with "as far as you know."

If you listen to the undercurrents, you may have some nagging suspicions that all is not well. Customer service reps may tell you that your customers can be anywhere from mildly upset to completely hostile after a transaction. The flow of online orders, such as for takeout lunches or tickets to your events, has been going steadily downward in recent months. Customers indicate they are not willing to recommend your services to friends or relatives.

How do you figure out how well your customers progress through your processes and what they really feel after interacting with your company? The answer: Customer Experience Mapping.

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4 min read

Living a Qualitative Lifestyle with Ethnographic Research

By Hansa Marketing on Feb 7, 2013 12:16:00 AM

By Julie Meyer Asp, Sr. Project Director, Hansa GCR.

I get paid to meet up with people I don’t know. I set up these rendezvous at bars and restaurants, coffee shops and boutiques, and sometimes at people’s homes. These brief encounters give me amazing insight into people. And they should: I am an in-field qualitative researcher.

Encounters with Reality

Recently, my encounters changed my team’s and my client’s assumptions about a new product that bridges the world between personal accessory and technological device. The change started during a meeting with a 35 year-old male (an early adopter of technology) at the fine jewelry department in Bloomingdale’s.

This tech-savvy guy didn’t shop with a list of specs or buy his “only brand” as he’d told me in our previous conversations. He started the way I had expected; he picked up and carefully reviewed all of the products. That continued until one sparkled and glittered in just the right way. I could see it in his eyes; he’d found the right one. He’d fallen in love. He bought with his heart. And he loves the product he bought.

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4 min read

Consulting on Marketing Dashboards: Get the Insider's Top Ten Tips

By Roy Wollen on Jan 31, 2013 10:43:00 AM

By Roy Wollen, President, Hansa Marketing Services.

If you’re responsible for marketing dashboards, you know you’re off to a bad start if you hear people say: So what? That’s nice to know, but what do I do with it? It’s pretty, but what’s next?

Business people are already inundated with numbers. To help you cut through the clutter, let’s discuss some pitfalls to avoid and top tips for developing marketing dashboards. But I will start by telling you the main takeaway: it’s not about creating cool gauges and dials, it’s about solving business problems.

Dashboards require planning. Dashboards embed actions. Dashboards have champions that socialize the work. This doesn’t happen because of a cool gadget.

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2 min read

Customer Experience vs Customer Service - Learn the Difference

By Mary Valenta on Jan 16, 2013 5:31:00 PM

Customer Experience 3.0

A Hansa Thoughticle™, by Wayne Marks.

How we view brands and the customer experience is governed by paradigms, or mental models, if you prefer.

The brand model, for example, goes something like this: The brand is this “thing” or idea that represents the essence of what the company stands for.

For many companies, managing the brand means marketing communications – conveying the brand value proposition to target audiences. Indeed this communication has expanded in recent years with the advent of social media. But, we still manage brands as if we were advertisers pushing messages out to the receiving audience.  As Seinfeld said so well, “Not that there’s anything wrong with that.”

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3 min read

Moving Beyond a Commodity-Provider Mindset

By Liz Ryan on Aug 7, 2012 8:58:00 AM

Can utilities develop new products to drive opportunities with small businesses?

Magazines and newspapers are buzzing with articles on energy-conserving products for consumers, such as electric vehicles, solar power options, and zoned temperature controls. But how can utilities take advantage of the buzz? Portland General Electric (PGE) wanted to find out.

PGE theorized that ductless heat pumps can offer constant comfort to small businesses without the cost or hassle of a major HVAC overhaul.

PGE engaged Hansa GCR to conduct research with the small business market—ranging from a tattoo shop to a winery to a dog daycare to a printing company. Research explored their current needs, their perceptions of the ductless heat pump product, and the hurdles they perceived in adoption.

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4 min read

Brand Triumvirate

By Liz Ryan on Jul 20, 2012 10:00:00 AM

By Wayne Marks, President, Hansa|GCR

There are a gaggle of ways to look at brand and define what a brand is. We at Hansa like to think of a brand as a gestalt. No matter what elements we put forward as the ingredients of a brand, the whole will be more than the sum of the parts. This fact explains why there are so many different ways of looking at brands – we are implicitly trying to understand this gestalt.

Beyond the gestalt, we also advocate that a brand is much more than a logo, tagline, or the position a company communicates to the market. While these are important, customers and prospects judge the company and its products by far more than that. They don’t experience just the brand communicated in messaging; they experience all ways in which they touch the product and company. They form their thoughts and feelings about the company based on this total experience. The experience is the brand. This total experience shapes the customer mind space occupied by the brand.The mind space occupied by the brand should not be accidental. It needs to be purposeful. This requires the company to be clear about what it wants the brand to stand for. What the brand stands for needs to set the company apart and provide the customer with a reason to buy its products rather than a competitor’s.

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3 min read

Results Generated from Adaptive Choice-based Conjoint Analysis

By Liz Ryan on Jul 19, 2012 8:38:00 AM

By Dan Llanes, Director of Analytics, Hansa GCR

If you’ve been reading along or perhaps attending webinars we’ve been taking a look at the many benefits of Adaptive CBC (Choice-based Conjoint). Now it’s time to turn our attention to the types of results we can generate with this technique. The Adaptive CBC questionnaire contains three major areas, the Build Your Own (BYO) section, the screener and the choice tournament. From these areas we can learn the following from a purely descriptive standpoint:

  • BYO: How often levels were included as part of respondents’ preferred concept
  • Unacceptables: How often levels were considered unacceptable
  • Must-Haves: How often levels were must-haves
  • Screeners: How many products were screened into the consideration set
  • Choice Tournament: How often levels were included in the “winning” concept

These are all important questions, but they only begin to scratch the surface of what is possible with Adaptive CBC data. With the use of a simulator tool, conjoint data comes alive.

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4 min read

Refreshing the Brand: Putting the Brand to the Test

By Liz Ryan on Jul 10, 2012 8:35:00 AM

By Wayne Marks, President, Hansa GCR

In a prior Thoughticle™, Refreshing the Brand: Focusing on Key Brand Elements,” we described Hansa’s proprietary Brand RJVNTR™ process and the brand elements that need to be addressed to create your brand promise. These elements are summarized in the following exhibit.

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4 min read

Refreshing the Brand: Focusing on Key Brand Elements

By Liz Ryan on Jun 7, 2012 8:35:00 AM

By Wayne Marks, President, Hansa|GCR

Is you brand current and impactful? Does it need to be refreshed? Where would you plot yourself on the following chart? Is your brand still on it is initial growth curve? Is it starting to level off? Perhaps decline? Should the brand be refreshed and readied for its next evolution?

To answer the above questions, consider the following:

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