Rethinking the Brand Tracker Using Google Consumer Survey
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Rethinking the Tracker Kyle Nel Innovation Labs Lowe’s Home Improvement
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by Kyle Nel, Director of Lowe’s Innovation Labs, Lowe’s Home Improvement, USA
Transcript of Rethinking the Brand Tracker Using Google Consumer Survey
Rethinking the Tracker
Kyle NelInnovation Labs
Lowe’s Home Improvement
TRACKER
A Quick Story…
People cant always tell you what you want to know…but will give you an answer
People are influenced by things outside of their realm of understanding
People don’t tell always the truth
What We Think We Are Getting
The Reality
The Research Resource Pyramid
Present Near Future
ObservedQ&A
Killing the Blob
Asking customers everything and doing whatever they say is NOT customer centric
Killing the Blob
If it is right, why doesn’t it work?– End the Q&A culture
Killing the Blob
Reframe how we think-”what will cause a
change in behavior?”
Killing the Blob
Philosophical shift on trackers“do you really need all
of those questions?”
Killing the Blob
Overcoming sunk cost fallacy
Killing the Blob
Transparency!
Killing the Blob
Fewer, better questions– Co-create questions
Killing the Blob
Google consumer survey!
The Results
• Cost: less than 2% of traditional BT
• Results in days, and in real time not months
• Transparent results – e.g. I control the weighting
• Internal clients happier• Freedom
