The CMO for an international professional association had collected a large amount of demographic information about his ‘customers’, but at the end of the day, he didn’t feel like that information really helped him understand his customers well at all.
What they needed
He wanted to know what kept his customers up at night, what really motivated them, both personally and professionally.
What we provided
We created and administered over 40 interactive games based on key psychographic dimensions at their Annual Meeting that allowed us to ask more intimate questions in a non-threatening, entertaining way.
We exceeded expectations for the number of customers we engaged with and the amount of data we collected from each one, allowing us to create more in-depth customer profiles. We helped the CMO use this information to develop new, more personalized product and service offerings. The association now has a very different kind of relationship with its customers.