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White PapersOur team of experts is responsible for thought leadership in many areas of marketing research. For in-depth information about specific subjects, click any of the topics listed below. To receive our latest insights, subscribe to the Maritz Research Forum. It provides ongoing access to leading ideas in marketing research and in-depth discussion of current research and marketing topics, including real-time online discussion
Customer Experience: Delight or Defection
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Customer Experience: Delight or Defection The Pivotal Role of People Inside the Customer Experience (PDF 4.9 MB)A Holistic View of Brand: Maritz Comprehensive Brand Audit, Rationale and Case Study
Maritz Research has developed a holistic approach to measuring brand equity. This approach includes both traditional measures and a variety of measures that have emerged from recent academic work in various fields including measures of brand worth, brand personality, the emotional impact of brands and the higher-order values customers seek from brands.
Author:
Keith Chrzan, Division Vice President, Marketing Sciences Group, Maritz Research
Mark Rein, Director of Strategic Consulting, Retail Research Group, Maritz Research
... open PDF
A Holistic View of Brand: Maritz Comprehensive Brand Audit, Rationale and Case Study (PDF 300 KB)Maritz Research has developed a holistic approach to measuring brand equity. This approach includes both traditional measures and a variety of measures that have emerged from recent academic work in various fields including measures of brand worth, brand personality, the emotional impact of brands and the higher-order values customers seek from brands.
Author:
Keith Chrzan, Division Vice President, Marketing Sciences Group, Maritz Research
Mark Rein, Director of Strategic Consulting, Retail Research Group, Maritz Research
... open PDF
Cutting through the Clutter - Message Optimization ResearchAs increasing competition in pharmaceuticals drives companies to differentiate their products from their competitors', Maritz Research offers an array of measurements to ensure results in message optimization.
Author:
Lili Pasha, Director Research Services, Maritz Research Pharmaceutical Sector, Maritz Research
Kevin Lattery, Ph.D., Director, Marketing Sciences Group, Maritz Research
... open PDF
Delivering on Your Brand Promise - One Location at a TimeWhen a customer leaves one of your store locations without experiencing your brand as promised, it causes damage to the brand and hinders the potential for future business from this customer and others they tell. Organizations today are placing greater emphasis on ensuring experience levels are consistent from store to store.
Author:
Michelle Roseman Turner, Director, Research & Development, Maritz Research
Gina Wiseman, Division Vice President, Virtual Customer Group, Maritz Research
Al Goldsmith, Vice President, Virtual Customer Group, Maritz Research
... open PDF
How Effective is Text Analysis?In this side by side comparison of qualitative studies, open-ended surveys can offer greater depth than pre-populated lists of choices and be reaped without the prohibitive cost.
Author:
Michael C. House, Division Vice President, Analytical Services, Automotive Research Group, Maritz Research
... open PDF
Armchair Quarterbacking in Sales Organizations
A fresh look at optimizing the sales forceThe pursuit for growth in an uncertain economy has many sales leaders
looking for a competitive edge. Michael T. Spellecy discusses a method to
help maximize sales performance which begins by validating the brand with
customers and employees and concludes by examining several best practices
for hiring, training, coaching and motivating sales people.
Author:
Michael T. Spellecy, Corporate Vice President and Managing Consultant, Sales Effectiveness Practice, Maritz
... open PDF
Does Service Sell? The Financial
Impact of Customer Service in Call CentersLinking improvements in call center customer satisfaction to financial
gains for the business has been an elusive goal. Most attempts have
focused on revenue from increasing loyalty, keeping customers longer,
and experiencing higher revenue per customer over a long period of time.
Author:
Rich Brose, Director, Research Consulting, Financial Services Research Group, Maritz Research
... open PDF
Examining the Customer-Employee
Satisfaction Feedback LoopQuestion: Does employee satisfaction affect customer
satisfaction? Most market researchers would say “yes,
definitely.” In fact, it is generally accepted that employee
attitudes are powerful predictors of consumer outcomes
such as satisfaction and loyalty.
Author:
Joseph Retzer Ph.D., Director of Marketing Sciences, International Research Group, Maritz Research
... open PDF
From Data to Action:
Putting the Voice of the Customer to WorkWhen we asked readers of the Maritz Research Report
to tell us “what keeps you awake at night?” the most
frequently-mentioned topic was how to use customer
feedback to drive performance improvement.
Author:
D. Randall Brandt, Ph.D., Vice President Customer Experience and Loyalty Research
... open PDF
Grow Your Business Through
Superior Customer ExperiencesYour customers experience your brand every day, with every
transaction made at your retail units. With so many options
available to the customer, their experience with your front
line is a powerful differentiator. Yet how do you make sure
your customer’s experience at every opportunity is one that
will generate growth?
Author:
D. Randall Brandt, Ph.D., Vice President Customer Experience and Loyalty Research
and Rodger Stotz, Vice President, Managing Consultant, Maritz Inc.
... open PDF
Monte Carlo Forecasting: Safer than it SoundsWhat do oil well exploration, the Dow Jones and hurricane
wind probabilities have in common? Engineers, economists
and meteorologists all use Monte Carlo methods for creating
more accurate forecasts.
Author:
Keith Chrzan, Division Vice President, Marketing Sciences Group,
Maritz Research
... open PDF
Testing Alternatives to Importance RatingsMany marketing researchers have come to realize rating scales do a poor job of measuring stated importance.
Author:
Keith Chrzan, Division Vice President, Marketing Sciences Group,
Maritz Research and Natalya Golovashkina, Ph.D., Senior Research Analyst,
Maritz Research
... open PDF
What’s Preventing You from Putting the
Voice of the Customer to Work?The good news for customers is that being customer-driven
is a top priority in many, if not most companies. At least
that’s what these organizations say in advertisements, annual
reports, and other communications, as well as statements
made by their leaders and senior executives.
Author:
D. Randall Brandt, Ph.D.
Vice President, Customer Experience & Loyalty
... open PDF
What They Say is What You Get
New text analysis tool reveals the true voice of the customerToday’s Gap in Learning from Textual Sources
Successful companies work hard to deliver products and
services that delight customers and earn their loyalty. These
organizations stay in touch with customers by collecting
Voice of the Customer (VOC) information and using it to
drive effective interventions across the enterprise.
Author:
Cindy Mobley, Product Development Manager
... open PDF
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