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Author Archives: Julia Nufer, Ph.D.

10 Steps of CSI Analyses – What is that statistician doing?!?

 Is there a business out there that is not listening to the Voice of their Customer, and using that knowledge to guide improvements? Probably not! But how do you know what actions to take?  It’s crucial to allocate resources efficiently, so you want to know where to focus your efforts!  Sure, you can conduct aContinue Reading

The Inside Scoop on the Birth of the JD Power CSI

We all know about the JD Power CSI – you can’t shop for a car or visit a bank without seeing it. It is deployed across many industries, worldwide.  Its influence is enormous, and rightly so: the guidance CSI provides enables organizations to allocate their efforts to improve based on Voice of the Customer science. Continue Reading

Time to shape up! How to build your mental strength

The four C’s of mental toughness are control, commitment, challenge, and confidence. Mentally strong people have a sense of empowerment and control over their lives.  They are committed themselves and what they do. They view difficult times as challenges to overcome and have confidence in themselves.  Sounds admirable – but how to get there? Here’sContinue Reading

Lessons from Dr. Frankenstein on product testing

All Dr. Frankenstein wanted to do was create a human being. His goal wasn’t so different from that of the Marketer who just wants to mimic the “current product” with a “reformulation”. But oh my, Dr. Frankenstein’s “reformulation” didn’t work out so well. What will you do to ensure a better outcome, when your Brand’sContinue Reading

Type 1 vs. Type 2 Error – Can you tell them apart?

        Oh, it’s a scary world out there! Around a campfire in a dark forest, late at night, we researchers shock each other by telling stories about what happens when statistics run amok. Let’s ensure you don’t fall prey to some treacherous errors. Measurement is imprecise, so we use statistical testing toContinue Reading

Charting your Purpose in Life

        Ciao, Amici! A summer in Italy changes one’s perspective – how can one possibly spend time among people who really know how to savor life without asking the big questions…..such as…. “How do I find fulfillment and meaning in life?” It’s a question that the thoughtful person wrestles with, not justContinue Reading

Why They Buy: Straightforward Tools to Find Key Drivers

Why do we buy what we buy?  Why on earth would anyone buy the infamous leg lamp (from the movie, A Christmas Story)? If you don’t know what motivates someone to buy your product, how can you market it effectively?  Next time you conduct a survey, plan ahead to use some of these are classicContinue Reading

Psychology you can use: Scolding scalds!

Psychology you can use: Scolding scalds!

Scolding scalds and steam burns – when you lose your cool, let off steam, scold and yell at your kids, it damages everyone.  Here’s a better way.   Parents might be not be spanking anymore, but yelling seems to be increasing, and that is not good: yelling doesn’t help, and it has long-lasting negative impacts onContinue Reading

11 Steps to Measuring Customer Loyalty

Is your CEO breathing down you neck about building and keeping your customers?  You’re not alone.  In today’s world where Customer Relationship Management is paramount, most businesses are measuring customer loyalty as part of their CRM and continuous improvement processes. If you are embarking on such a journey, these are some key considerations. 1. BeginContinue Reading

Psychology in Action: 4 Steps to Being More Creative

These tips might help you the next time you are seeking a creative solution to an issue. Psychology Today cites 4 steps, proven by research – see the full article for the references and a little more detail.  One of these studies is from the Journal of Consumer Research, and actually says that providing theContinue Reading