Question 1

How do I convince stakeholders who favor surveys to invest in classic qual?

Accepted Answer

To sway stakeholders who rely on surveys, show how qualitative research reveals insights that surveys alone can miss. For example, a survey might show a dip in satisfaction with no clear explanation, but a few follow-up interviews could uncover the specific reason (perhaps an issue the survey didn't address). That illustrates how interviews and focus groups get to the "why" behind the numbers. Point out that qualitative methods capture emotions, motivations, and unexpected feedback in customers' own words — nuance that a multiple-choice form can't fully capture. Make clear that qual isn't replacing quant but complementing it: you might use interview insights to design better surveys and to interpret puzzling survey results. Also tackle the sample size concern: even though qualitative involves fewer people, one candid interview can reveal a widespread issue (which you can later validate with a bigger survey). Ultimately, backing these points with real examples (and reassuring them that qual fits into a rigorous process) will help win them over. They'll see that some truths about customer experience only emerge when you actually talk to customers.

Question 2

Can AI tools personalize loyalty offers without breaching customer trust?

Accepted Answer

Yes, artificial intelligence can personalize loyalty program offers in a way that enhances customer value without breaking their trust - if it's done transparently and with respect for privacy. AI excels at analyzing purchase histories and preferences to tailor rewards (like giving a discount on a product someone frequently buys), which makes offers feel more relevant than generic blasts. To keep trust intact, companies have to be open about how data is used and give customers control - only using data customers have agreed to share and offering opt-outs or preference settings - so the personalization comes across as helpful, not creepy. For example, an AI might notice a customer always buys a particular skincare brand and then provide a special loyalty reward for that brand; the customer is likely to appreciate it as a thoughtful perk rather than an intrusion, as long as it's clear that their own shopping habits informed the offer.

Question 3

What data privacy concerns apply when analyzing loyalty card data?

Accepted Answer

Analyzing loyalty card data raises important privacy issues because that data often links purchase histories to identifiable individuals. A key concern is protecting personal information (names, contact info, even shopping habits) from unauthorized access or exposure. Retail purchase data can reveal sensitive details about a person's life (for example, health-related products or personal spending patterns), so analysts must ensure data is anonymized or aggregated before use. Compliance with privacy laws like GDPR or CCPA is critical - you need clear customer consent for how their data is used, and the option to opt out. Additionally, companies should limit data sharing to only trusted parties and implement strong security controls (encryption, access logs) during analysis. By treating loyalty data with the same care as any personal data and being transparent with customers, you mitigate privacy risks while extracting insights.

Question 4

Can AI tools help track employee sentiment during transformation programs?

Accepted Answer

Yes, AI-based analytics can monitor employee sentiment during major change initiatives by quickly processing feedback at scale. Natural language processing tools, for example, can scan pulse survey comments and internal chat messages (with appropriate privacy safeguards) to detect shifts in tone or recurring concerns in real time. This provides leaders early warning of morale issues or confusion so they can address them proactively rather than waiting for quarterly surveys. For instance, a sudden spike in negative sentiment around "communication" in staff feedback can prompt immediate clarifications from leadership. AI sentiment tracking is most effective when paired with human context — automated tone analysis can flag trends, but managers still need to interpret why employees feel that way. Used thoughtfully, AI can uncover sentiment patterns faster than traditional methods, helping keep transformation programs on track with timely course corrections.

Question 5

How is the cookieless future reshaping cross-channel insights?

Accepted Answer

The end of third-party cookies is forcing a fundamental shift in how cross-channel insights are gathered and analyzed. Without cookie-based tracking to follow individuals across websites and devices, marketers must lean on first-party data integration, privacy-safe partnerships, and advanced modeling to understand customer journeys. For example, companies are turning to data clean rooms and identity solutions to connect ad exposures with sales across channels in a compliant way. Multi-touch attribution is giving way to techniques like marketing mix modeling and predictive analytics that infer patterns without individual-level tracking. In short, the cookieless future is reshaping cross-channel insight generation to be more cohort-based and consent-driven — demanding that insight teams use creative new methods to piece together a holistic view of campaign performance across platforms.

SOM

Why choose Us

What is SOM?

Recognition

Research Facility

Research Facility Details

Facility Rooms

Services and Expertise

Market Research FAQs with Expert Insights

How do I convince stakeholders who favor surveys to invest in classic qual?

Can AI tools personalize loyalty offers without breaching customer trust?

What data privacy concerns apply when analyzing loyalty card data?

Can AI tools help track employee sentiment during transformation programs?

How is the cookieless future reshaping cross-channel insights?