CASCADE INSIGHTS HOW TO

There’s nothing wrong with being ‘customer-obsessed’ … but there’s a whole population of potential customers out there that you’re not hearing from. To find these specific recruits on the spot, NewtonX uses our Knowledge Graph to source experts from an open network of 1.1 billion professionals. You want to refresh the people you talk to” - so you’re talking to your customer base, your competitors, and your prospective customers, uncovering why they’ve chosen to work with someone else. “You want to get input from existing customers, but you don’t want this to be the only input.

To meet their clients’ needs, businesses are often encouraged to be “customer-obsessed.” But the focus on current customers can cause decisions to be guided by groupthink, and the needs of current customers can distract from another important question: What do the people we’re not hearing from in our research think - and what could we change to turn them into customers?Īs Eder explains, a key way of overcoming the limits of customer capture is to seek out new voices in your research. Enterprise decision-making can use custom research to overcome groupthink and refresh insights Whether a client needs ten blockchain experts in Asia or 3,000 marketing decision-makers across 20 countries and 10 industries, can deliver it in real time. And because participants receive a much higher financial incentive for their responses, high-ranking respondents are easier to find. The NewtonX Knowledge Graph leverages an automated recruiting platform for quick and precise results. The people we need for our research aren’t signing up to take surveys in their spare time.”Ĭascade turned to NewtonX to overcome these limitations. It was in that moment, Swigart recalls, that Cascade realized “the whole panel model is broken. This led to rampant fraud - and worthless data.

CASCADE INSIGHTS HOW TO

That provider in turn fielded the survey to a pre-registered panel of unqualified, poorly paid respondents who knew how to beat screeners. Looking into it, Cascade discovered that the panel company had outsourced the survey to a third-party provider. A head-scratching result came back: Respondents listed Salesforce - the world’s leading CRM - in 4th place, well below some more-niche CRMs. Not long ago, Cascade Insights tasked their panel company with fielding a survey to learn which customer-relationship management (CRM) systems the technology industry relied most on. A custom recruiting methodology leads to decision-quality data Eder and Swigart discussed why AI-powered platforms like NewtonX’s Knowledge Graph are essential to gaining competitive intelligence and generating reliable data that will help businesses excel.ġ. But when so many B2B market research companies rely on pre-determined panels of experts, where do you go for the custom findings that will be responsive to the specific needs of your business? In a recent conversation, Sascha Eder, the CEO of NewtonX - a leader in custom B2B research - spoke with Scott Swigart, the CTO of the market research firm Cascade Insights, specializing in B2B tech research. Enterprise leaders know that they need reliable insights from professionals to guide their decision-making.

Cascade insights