The pollsters have got it wrong this year, in spectacular fashion. On both sides of the Atlantic. Either they were talking to the wrong people, or they were picking up the wrong signals about voters' real intent in the Brexit referendum and US presidential election.
Let's replace political constituents with your business’s customers, and switch the ballot box with your website. How do you know what your customers really think about your business, and how you rank against the competition?
We can took at the tell tale signs of brand favourability studies, run focus groups, and keep an eye on social media sentiment tracking. All will provide useful benchmarks, over time, and predict purchase activity. But the hard reality of what customers think is their online behaviour, measured with keyboard clicks and touchscreen taps.
Here are three quick questions to see how you’re measuring up. Try these out when you’re taking your next coffee break.
Continue reading here...