1 - Introduction to Customer Insights and Research Ethics

Question 1

Customer Insights

Answer 1

• Industry
• Using “available data” → understanding of customers → effective business decision-making
  Available data: internal data, social media, online data, etc.
• Focus is on “findings and their reasons; recommendations”
• Focus is on using the information to “understand customer attitudes & behaviour”
• Multiple “data streams”
• Data is delivered as a “story or a narrative”
• Multi-disciplinary “recommendation”
• Participates in “client staff meetings”
• “Service-based” economies
• Access to “dashboards”

Question 2

Use of “Existing Data” to “Gain Insights”

(sale, queries + complaints, web analytics, marketing research, social media, wearable tech and smart devices, third party, employees)

Answer 2

Internal Sales Data (sales data, revenue per customer, time, and place of sale)

Customer Queries and Complaints (analysing customers’ chat transcripts or emails or voice mails)

Website Analytics (web traffic and interactions)

Previous Marketing Research Data

Social Media Analytics

Wearable Technologies and Smart Devices

Third Party Sources of Information (credit card company may assist a manager in gaining a useful understanding of customers’ purchases)

Employees

Question 3

Ethics

Answer 3

(moral principles - govern behaviour - a member of a professional body)

moral principles that govern a person’s behaviour, especially when this individual is a member of a professional body.

Ethics are based on an individual’s choice and are not governed by law.

Question 4

Code of Professional Behaviour in Research (8) (*)

Answer 4

Respect (respect for participants’ privacy, confidentiality, and sensitivity around cultural matters)

Rigour (Research findings – whether favourable or unfavourable – must be communicated/disseminated)

Misleading information (Researchers must not make false or misleading statements about their own or their organisation’s skills, experience, or activities.)

Distinguishing research from other activities (At all stages of the research process ( proposal development, data collection, analysis, and reporting) a researcher must never engage in activities that aim to manipulate, mislead, or coerce individuals.)

Consent and voluntary participation

Disclosure of participants’ information (Researchers must inform participants at the start of the project whether the project is anonymous or identifiable.)

Consideration for vulnerable groups

Data storage and security (Researchers must ensure the security of all project-related information. Researchers must take reasonable precautions to safeguard identifiable research data. )