The past few years have demanded unprecedented change as consumer needs rapidly evolved. Supply chains weakened, and marketing campaigns were revamped to align with our new normal. And, the global pandemic has served to magnify the need for brands’ agility and innovation.
The brands that survived — and even thrived — under the most challenging of circumstances were those that successfully connected with their customers’ needs and pivoted their businesses accordingly. And many discovered that investing in a loyalty program was key to unlocking the voice of the customer.
Focus groups versus loyalty programs
When it comes to reaching and understanding a target audience, why wouldn’t brands just organize focus groups? Focus groups are a popular form of qualitative research that are used across industries to better understand consumer behavior, attitudes, and needs.
However, focus groups are driven and moderated by the brand, and consumers today want to influence and d …
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