Author Archives: Kathleen Poulos

Tapping into customer feedback that is ‘always on’

This guy gets multiple votes from our CROWDWisdom Team as it seems we can’t stop running across his good ideas. Here’s a couple of his posts I feel compelled to share.

Why, because he challenges the market research industry. He pushes the boundaries and requires us to look at things differently.

Who is the masked market researcher? Peter Harris, a forward thinking Aussie with a fresh take on the industry.

In his post, Market and Social Research – not broken…just bent, he talks about a new market research paradigm evolving from the digitisation of customer connection. He sees mobile technologies, online communities, shorter surveys, feedback that is always on, using technology to connect and learn continuously – not just during research projects. I think he does see the future.

He goes on to tell us, “the smartphone is probably the most powerful device ever made available to market researchers.” In Mobile is the medium… and a market research revolution Peter stresses the importance of feedback in real time.

You can’t find much better CROWDWisdom than online, mobile communities providing market feedback in real time. Peter you’re the man, welcome to the smartCROWD.

Are you using mobile to get immediate feedback from your customers? Drop us a line and share your ideas on using real time market information.

Real time information is the value of Glass

As I was getting set to join the community of Glass Explorers I found myself wondering how I’d put Glass to work in my everyday life. Would I wear it all the time, were there apps available, how were other people using Glass? Working in healthcare and being the co-founder of a company focused on incorporating real time data into daily business decisions I was more than ready to begin exploring the possibilities – in and out of healthcare.

In the days leading up to my rendezvous with Google Glass I started searching the Glass communities to see what others had to say. I wasn’t surprised to find an extremely active, helpful and enthusiastic group of Explorers ready to share their knowledge and ideas. I’ve started keeping a list of ‘use ideas’ for Glass and thought as a starting point on my journey I’d share a few of the more intriguing ideas.

Use ideas for Google Glass and some other cool stuff

1.  Melissa McCormick from Software Advice immediately caught my attention with here thoughts on Will Google Glass Change the Face of Medicine?. I can see real application for everything she suggests.

2.  Glass is definitely about the user experience, What Leap Motion and Google Glass Mean For Future User Experience by Tommy Walker paints a realistic picture of the impact Glass could have on our daily lives.

3.  Again thinking healthcare, CPRGlass, The augmented reality APP that can help you save a LIFE, looks at Glass in medicine. This is simple, clever and will be lifesaving.

4.  Keeping with the healthcare theme (what can I say I’m a nurse), OK Glass: Let’s Save a Life, links the CPR app with defibrillator information. Very smart!

5.  To see actual simulations of Glass used in the healthcare setting look no further than the Center for Total Health July Technology Focus: Google Glass and Future Health LIVE. The Kaiser Permanente Center for Total Health has run two great tech sessions focused on Glass in healthcare, both are archived on YouTube.

6.  Being an animal lover I found Google Glass technology has gone to the dogs… literally and figuratively really interesting and something I would love to support.

7.  For a different perspective, Google Glass Helping the Handicapped by Brian Gunderson highlights the everyday aspect of using Glass and the connectivity it can foster with other people.

8.  I’m ready to start using Glass Genie today! This all-in-one app puts several everyday activities at your fingertips via Glass. Google Glass Genie is the Swiss Army Knife of Glassware gives you the details.

The thing that struck me is the real time component found across all of these different uses for Glass. The value is in the real time information Glass provides and the ability to access and use that information at the needed moment. The right information, at the right time, accessible anywhere. Real time information can be a powerful tool, that’s apparent from the impressive list of uses evolving from a small prism of glass sitting just above my right eye.

I invite you to join me on my journey as a Glass Explorer. Let me know how you’d use Glass in your daily life. Where and how would real time information be helpful to you?

Let the journey begin…

This post originally appeared on CROWDTalk. 

10 Digital Marketing ‘Pearls’ for Pharma

A week ago I was at Interactive Day San Diego (IDSD) exploring all things digital marketing. Excellent way to spend a day… interesting content, dynamic and motivating speakers interspersed with some enjoyable networking opportunities.

During the closing networking session everyone was talking about what they found most inspiring. Several people asked, who was my favorite speaker? The one that really got me thinking and making notes about different things I wanted to incorporate at InCrowd? My answer was easy, Rand Fishkin from Moz. His talk, The Nudge is Mightier than the Sword, was spot on target and worth the time to review.

In my post prior to the conference, I noted that coming from the pharmaceutical industry everything discussed at IDSD would not be an exact fit. That was true, but there were definitely digital marketing ‘pearls’ we can put to good use in the pharma space. Here’s my list of learnings from the conference and it’s a pretty good bet you’ll find a few of these pearls in use at InCrowd.

10 Digital Marketing Pearls We Can Use in the Pharma Space

  • “Focus groups suck, everyday is a focus group.” We agree! Talk to your customers in real time.
    • John Durham from Catalyst S+F made this comment during the morning keynotes; was the best quote of the day.
  • Fill the information void.
    • If you’re not talking and communicating with your customers, they’ll fill the information void on their own – often with incorrect information. Be part of the conversation
  • Multiple, shorter, requests for action work better than one long request.
    • People need to digest information. Giving them short ‘informational snacks’ results in improved message uptake.
  • Content is currency.
    • Information has value, share relevant and interesting content with your customers. Engage and discuss, just be sure the information isn’t all about you.
  • Focus on the user experience.
    • How a customer feels about your brand has little to do with what you tell them and almost everything to do with their experience using your product. Think like Apple, it IS about the user experience.
  • To differentiate your brand, tell a story.
    • Set the stage; help your customers relate to why they need your product or service vs. simply highlighting features and benefits.
  • Limit choices; don’t fall into the paradox of choice.
    • Too many choices create a state of indecision; make it clean, clear and easy for your customer to make a choice about your product.
  • Conversational tone is important.
    • Write and communicate as if you’re having a conversation with a friend. Truly engage; don’t talk at them, talk with them.
  • Marketing is all about the nudge.
    • Convert with information, data, content sharing.
  • Mobile is a must.
    • People today are born mobile. Daily they make purchases and search for information on their mobile devices. Can you interact with your customers via mobile?

This post originally appeared on CROWDTalk.