CCI fellows are constantly adding to the knowledge about customer behavior and trends. The CCI Insights Review synthesizes their research and makes it accessible to the broader marketing community for real-world application.
It's called the whale curve -- a schematic representation of profit, replicated below. It illustrates, among other things, how 200 percent of profit can come from only 10 percent of customers. Fifty percent of customers might account for 250 percent of profit. And the bottom half of customers can actually bleed the profits of the firm.Read More
Remember the time you bought your first iPod? Was the decision influenced by a TV ad? Or did someone you trust, perhaps a technology enthusiast, gave you unsolicited advice and perhaps a quick demo? Did the same happen with a Kindle when it first came out? How fast was the progression from awareness to consideration to purchase to loyalty?Read More
History is littered with cases of adventurous marketing initiatives that crossed consumers’ limits of acceptance. Often, it is not because these ideas were unwelcome or the firms did not have the capability to deliver on the core benefit. Rather, these cases can be viewed in terms of a lack of permission for the brand to conduct specific initiatives.Read More
Are There Any Customer Insight "Holy Grails"?
Ken McGee (Gartner): Are you working on customer insight projects that really represent the "Holy Grail" for decoding customer "wants and changes"?
Dr. Ravi Dhar (Dhar): One of the Holy Grails is what Steve Jobs was innately known for - the preferences people already have but cannot articulate, identify or know that they even have.
In an episode of the popular sitcom Seinfeld, George thinks he has purchased a car that once belonged to the actor Jon Voight. In every conversation he finds a way to drop in the name and basks in the reflected glory and people are very impressed with him and his car.Read More
Jerry Seinfeld made millions by crafting “a show about nothing.” However, when it comes to marketing, is it really a good idea to have “an ad about nothing?” New research from YCCI Fellows and Yale SOM Professors Dina Mayzlin and Jiwoong Shin suggests that if you have a high-quality product, an “uninformative” ad may actually be the best way to connect with cRead More
The world still spins at the same speed as always, but these days, technology, innovation and consumer expectations are moving faster than ever. Last Friday at the sixth annual YCCI Marketing Conference: “The Higher Velocity Marketplace: Technology, Innovation and Engagement in the New Marketplace,” 5 key change-drivers took us for the ride.Read More
It’s clear why shoppers like store brands. Private labels are cheaper than their name brand counterparts, and in categories where the store brand and name brand are virtually identical, buying private label is a way to save pennies without sacrificing too much. And during these recessionary times, those pennies are worth a lot to many consumers.Read More
It seems too good to be a true: a costless way to get consumers to like your product more, to pay more for it, and to consume more of it that involves no changes to the product itself.Read More