As we near the start of summer, many marketing researchers are knee-deep in working toward the goals they wrote down in December 2022 – and with the rise of ChatGPT (and other generative AI), some insights professionals may be rethinking their Q3 and Q4 strategies.

We thought it wise to look back at the articles published in Quirk’s e-newsletter, magazine and blogs in the past six months and highlight a few that introduced interesting ideas or thought-provoking approaches. We hope you find an actionable tip or two!  

This compilation touches on the following topics: customer satisfaction studies; generative AI; consumer research in 2023; multigenerational workforce; bias and consumer research. 

“Customers generally develop an emotional attachment or an association of convenience with a vendor/supplier. Even though they may stop conducting regular business with a supplier, chances are they still feel a bond with the company, so an outreach from the company isn’t considered that unusual; it may actually be appreciated. There’s also the feeling of flattery – being contacted and asked for their help and opinion. Plus, any contact gives them the opportunity to vent directly to the company rather than letting off steam by complaining to friends and family about it. Finally, their defection may have been under duress but made necessary by the absence of response to a prior question or outreach or the lack of appropriate information.

“Ideally any outreach to defecting customers should include: an identification process; a communication tool; a data collection survey; a diagnostic stage; and an action-planning sequence.”

Takeaway: It’s vital to consider the bias of your current customer satisfaction studies. Lost customers may offer a new perspective on a brand or service. Read the full article. 

“While ChatGPT is a powerful tool, it's not without its challenges and pitfalls. As with any ne...