In this first part of a series on doing measurement that matters, I’ve been focusing on one of my main themes this year to Semphonic’s clients – that it’s time to fundamentally re-think Voice of Customer and customer research programs. I started the series with a look at how the 2012 Obama campaign broke from traditional survey research to create a massive customer feedback cycle that not only allowed them to better predict battleground states but let them rapidly test and experiment with campaign messaging targeted toward key states. The use of massive survey collection to supplement behavioral modeling and…
