By - Neal Cole

Why Are Voice of Customer surveys fundamentally flawed?

Voice of Customer (VoC) surveys are a popular, but deeply flawed method for organisations to monitor customer preferences and levels of satisfaction. They follow a standard process of  using qualitative research to identify issues and then undertake a highly structured quantitative survey to measure importance and satisfaction. The VoC survey framework appears to be based upon an outdated and false view

By - Neal Cole

Is Digital Marketing A Zero-Sum Game?

Predatory Thinking! I recently read an inspiring book, Predatory Thinking, by Dave Trott.  It’s a highly readable and engaging book full of brilliant anecdotes and short stories. It made me reflect on life and work. For me it has some great insights that are very salient to both digital marketing and conversion optimisation. Marketing is a zero-sum game, you can’t

By - Neal Cole

Get Heatmaps, Form Analytics, Surveys & More for €89 A Month

Check out my most recent review of Hotjar as things have moved on since I wrote this post. What is Hotjar? I recently attended a conversion conference and was discussing the use of visual behaviour tools for gaining visitor insights. These tools can be expensive and so I was shocked to hear that a start-up is offering such a product

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