TRACK NZ launches new research tool to help businesses navigate crisis

Customer experience agency TRACK NZ, with business psychology organisation Innovation Bubble, has launched new research designed to help businesses really understand what their customers are thinking.

The first study, released today, lifts the lid on how the COVID-19 pandemic is really impacting Kiwi consumers.

Entitled ‘Connecting with Customers during Uncertainty,’ the research uses techniques to capture and compare both the conscious and deep non-conscious thoughts and feelings of Kiwis.

Rob Limb (above), CEO of TRACK NZ says insights and observations revealed via this market-first methodology, especially around the non-conscious, will be an invaluable tool for businesses as they navigate an uncertain future impacted by COVID-19.

Says Limb: “Customers are a business’ most important asset. They are the engine room for growth. In an uncertain world we need to think differently about how we connect with them and we cannot assume our messages will land as we think they may. Understanding how they really think and feel will be invaluable as we move forward.”

Over the last 30 years research has revealed that human decision-making is more influenced by non-conscious factors than conscious ones. Interestingly, Harvard professor Gerald Zaltman found that what consumers really think or feel often contradicts what they say, Limb said.

“This new approach sets out to incorporate science and empathy to help our clients and other New Zealand businesses unlock customer truths to help generate a more meaningful connection with consumers.”

TRACK NZ will be surveying a nationally representative sample of 1,200 Kiwis weekly for the next three weeks, shifting to monthly thereafter. As Aotearoa navigates uncertainty and both businesses and consumers transition through the alert levels, TRACK NZ will be reporting on psychological insights and observations as we navigate a shift to level 2 and sharing them with interested businesses and marketers.

To grab your copy of the full report and subscribe to coming updates please go to: https://www.tracknz.com/