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We’re saying goodbye to 2015 by looking back at the top blog posts published on the Vision Critical blog this year.

  1. Why the long survey is dead

Market research expert Ray Poynter examines the demise of long surveys. As an alternative to lengthy surveys, Poynter proposes the use of ongoing discussions, in-the-moment research tactics and observational methodologies.


  1. Why Target failed in Canada, and what other companies can learn from it

Target’s spectacular failure in Canada demonstrates the challenges companies face when expanding internationally. Despite strong brand recognition, the department store chain failed due to a combination of sticker shock and a lack of understanding of the consumer, among other reasons.

  1. Cause marketing gone wrong: What sparked the Starbucks “Race Together” backlash

Earlier this year, Starbucks launched a campaign that aimed to start conversations about race relations in the U.S. Unfortunately, the campaign turned into a PR fiasco. The coffee chain’s mishap demonstrates why companies today should love their angriest customers.

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  1. 5 infographics that capture the changing millennial lifestyle

Marketers still can’t stop talking about the elusive millennials. These infographics show why: the millennial lifestyle evolves quickly. Companies need to engage with millennials in order to have a holistic and accurate picture of this cohort.

  1. Why big data alone is an inadequate source of customer intelligence

Tyler Douglas, chief marketing officer at Vision Critical, outlines the limitations of big data as a source of insight. “The emergence of big data doesn’t change the fact that people matter,” Douglas concludes in this provocative piece.

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  1. 3 ways companies are building customer loyalty

Matt Kleinschmit, senior vice president of consulting at Vision Critical, shares examples of companies that demonstrate the new rules of customer loyalty in today’s business landscape. In addition to delivering better products, these companies are using customer feedback to win the hearts and loyalty of shoppers.

  1. Mary Meeker’s 2015 Internet Trends Report: 10 stats marketers should know

In her annual report on top internet trends, Mary Meeker shared some stunning stats about drones, on-demand platforms and user-generated content. Endless disruption is the name of the game, and companies must engage with their customers on an ongoing basis to remain relevant.

  1. 13 tweetable, stunning stats about big data

Big data is big business, but these stats show that it doesn’t always result to big returns. Ultimately, companies need to go beyond big data and find insight behind the numbers.

  1. Envisioning 2025: 5 technology changes that will reshape customer behavior and what they mean for customer intelligence

From wearables to the Internet of Things, major technology-driven changes will transform customer behavior in the next decade. Companies need a deep understanding of their customers in order to keep up with these significant trends.

  1. How Gen Z will transform marketing, HR and market research

With a collective power of $44 billion, Generation Z has already captured the attention of marketers. Three areas of business—marketing, human resources and market research—will feel Gen Z’s impact very soon.

  1. 3 recent examples of CPG and retail innovation

The consumer packaged goods industry is under tremendous pressure to become innovative. Keeping up with the rapidly evolving taste of the consumers requires commitment to customer-centricity at every level of the innovation process.


  1. How YouTube celebrities are transforming the beauty industry, and what companies can learn from it

Empowered by YouTube and other social networks, beauty gurus now hold considerable power in the $60-billion beauty industry. The rise of beauty influencers offers some important lessons for companies today.

  1. The strengths and limitations of social media listening: A Q&A with Sailthru’s Ed Sullivan

In an attempt to gain a deeper understanding of the customer, companies are investing billions of dollars into social media analytics. But as Sailthru’s Ed Sullivan points out in this Q&A, companies need to pay attention to conversations outside of social media in order to gain a more complete picture of the customer.


  1. Top 29 takeaways from the 2015 Vision Critical Summit

The 2015 Vision Critical Summit was our biggest one yet. During the two-day event, speakers from leading companies like DEWALT, Adobe and Univision explored the hottest topics in customer intelligence.

  1. The new rules of the collaborative economy: 2015 data on the growth of sharing

A report authored by Jeremiah Owyang, founder of Crowd Companies, and Alexandra Samuel, tech strategist, shows that the collaborative economy keeps on growing at an impressive rate. Sharing is empowering customers, and it’s here to stay. To thrive in the collaborative economy, companies must engage with their customers and re-examine their business models for this new reality.



We hope you enjoyed reading our articles this year. For the latest in marketing, customer intelligence and business strategy, please sign up for our weekly blog newsletter.

See you in 2016!

Why you need to embrace new customer-centric strategies

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Kelvin Claveria

Kelvin Claveria was the former Content Marketing Manager and was responsible for Vision Critical's blog and social media marketing program. Before joining Vision Critical's global marketing team, Kelvin worked at Dunn PR, a Vancouver-based public relations firm. His experience includes working with lifestyle, real estate, and non-profit clients to develop social media marketing and PR strategies. Kelvin has a Bachelor of Business Administration from SFU's Beedie School of Business.
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