MacKenzie Corp

For the past 35 years, this family business has been empowering brands with the data-driven customer insights needed to achieve results that matter.

Empowering brands with the data-driven clarity, knowledge, and wisdom needed to thrive as markets shift and consumers evolve.

📊 Market Research & Insights Strategies

🛒 Customer Experience Development

🎯 Futures Planning Workshops While tactics and methodologies have evolved with the times, the core values of passion, curiosity, collaboration, and integrity hold as true today as they did back in 1985.

12/20/2024

You know “what” is happening, but how much do you know about the “why”?

Traditional marketing metrics, such as engagement and conversions, are only telling part of the story. To fully assess the impact and effectiveness of your campaigns, there ought to be layers of detail and context focused on the underlying drivers of consumer behavior.

This is where market research comes into play.

By adding customer feedback to your marketing data inventory, you’ll gain a richer and fuller understanding of why people are doing what they’re doing.

Equipped with that understanding, you can refine and evolve your marketing strategies to improve performance and increase ROI.

If marketing enhancement is part of your 2025 strategy, we want to support your efforts!

From high-level strategic guidance to ground-level tactical support, we build each market research project around the needs of our partner brands.

Want to learn more? Give us a shout any time!

12/06/2024

You may know 𝘸𝘩𝘢𝘵 customers are doing. But do you fully understand 𝘸𝘩𝘺?

Tracking behavior only tells part of the story. Digging into the reasons and expectations attached to those behaviors adds much needed detail and context.

This is where market research comes into play.

When direct feedback is part of a holistic customer insights strategy, brands gain a richer and clearer picture of who customers are, what they want, and how to best serve them.

Without those details, you may skimp on the holiday decorations - not knowing just how important store atmosphere is to shoppers.

For nearly 40 years, we’ve been partnering with brands to level-up their customer insights through targeted and actionable market research.

From high-level strategic guidance to ground-level tactical support, we build project packages around your unique needs and objectives.

If you’re looking to understand customers beyond their transactions, we want to support your efforts!

Give us a shout any time to discuss your next market research project.

11/27/2024

Exceeding customer expectations starts with understanding those expectations.

Otherwise, how do you know what to aim for? How can you identify areas for improvement if you miss the mark?

Rather than assumptions and best guesses, leverage market research to clarify what customers expect so you can be strategic in going above and beyond.

Here are two of the most important customer feedback topics to explore:

1️⃣ Interpretation of your brand’s promise.

What we mean to say and how it’s received can be two different things. If your sales and marketing messages are interpreted differently than intended, your brand’s promise can get distorted.

A marketing effectiveness survey will help verify that your messaging is having the desired impact, and will uncover any misalignment between your intentions and their expectations.

2️⃣ The influence of competitors.

From interactions with direct competitors to experiences in completely different industries, customer expectations are being shaped by a variety of factors.

A competitive assessment survey will identify how external influences are shaping what customers expect, and establish how you’re performing against those expectations.

By hearing directly from customers about what they expect from your brand, you can be efficient and effective in exceeding those expectations.

For nearly 40 years, we’ve been empowering brands to do just that.

From high-level customer insights strategies to ground-level market research support, we’ll build a service package around your specific needs and objectives.

We’d love to join forces in exceeding your customers’ expectations using market research and customer insights as the driving force.

Give us a shout any time to learn more or start discussing project opportunities!

11/16/2024

Book Recommendation:
“The Future is Faster Than You Think” by Peter Diamandis and Steven Kotler.

As futurists and forward-thinkers, we loved this fascinating book that explores how converging tech is transforming our world. Sharing visions of a near future, it highlights the far-reaching implications tech will have on businesses, markets, and our daily lives.

Here are 3 key themes:

📈 The Impact of Exponential Tech Growth
Things like AI, 5G networks, virtual reality, and augmented reality are not only advancing on their own, but they’re also converging to create even more powerful innovations. This is creating a world where paradigm-shifting breakthroughs are increasingly common.

➡️⬅️ The Power of Convergence
A central theme is when multiple technologies combine, they create exponential growth. This is the “Law of Accelerating Returns” which suggests that tech progress is not linear, and it’s leading to changes that are difficult for humans to comprehend.

⚠️ Opportunities and Challenges
While the book has an optimistic tone about the future, it also acknowledges the potential risks and challenges of such rapid tech evolution. The authors discuss environmental, economic, and existential trends that could threaten progress.

Overall, this is an interesting - and at times daunting - glimpse into a world where tech is reshaping every aspect of our lives.

With its reader-friendly approach, this book makes complex topics understandable and engaging through narratives and storytelling. So, even if you aren’t very tech-savvy, you will still enjoy the exploration of a very real near-future.

11/01/2024

Frustrated with low response rates for your market research survey? Here are a few things to consider for your next project…

Keep the survey length reasonable.
The sweet spot is usually around 20-25 questions. Anything longer than that tends to have high drop outs and incompletes.

Focus on the most relevant survey topics.
If your audience doesn’t care about the questions you’re asking, they likely won’t be motivated to participate in your research. Consider their wants and needs when scripting a survey. Of course, stay aligned with your business goals and objectives, but try to see things from their point of view throughout the process.

Maintain a healthy survey cadence.
If you conduct too many surveys, people will get burnt out. If you only conduct one survey per year, people won’t be engaged. Make market research a regular part of your brand development strategy to where people are used too seeing feedback opportunities but not annoyed by too many feedback requests.

Ultimately, successful market research and strong survey response rates require a strategic approach. It’s all about asking the right people the right questions at the right time, and taking action based on the resulting insights.

If you’re looking to strengthen the participation and impact of your next market research project, we want to support your efforts!

From high-level strategies to ground-level tactics, we can build a market research package around your needs and objectives.

Give us a shout or visit online to learn more.

10/28/2024

Investing in data and being “data-driven” are two different things.

To be a truly data-driven business, the data collected needs to be consistently applied in meaningful and impactful ways.

A key barrier here often has to do with a disconnect between the overall goals and the types of data being collected.

If you’re not strategic and intentional during the project planning and data collection stages, then the resulting insights may not be actionable.

Just having data isn’t enough to make impactful data-driven decisions. It has to be the right data from the right sources at the right time.

This is why we started offering Customer Insight Strategy Workshops, to help businesses ensure their data-driven investments achieve their data-driven goals.

If you’re one of the many brands struggling to fully leverage their customer data, our Customer Insight Strategy Workshops could be just what you need!

Give us a shout to learn more.

10/24/2024

How effective is your marketing content?

Answering the question requires more than passively collected engagement and behavioral data - especially for content focused on brand awareness, perception, and knowledge.

For a holistic view of marketing impact, we need to peek inside the minds of customers and see things from their perspective. Otherwise, we’re driving with our eyes closed.

This is why market research is so important for tracking and measuring the full impact of marketing.

By directly connecting with target audiences and gathering their feedback, you’ll gain a deeper and more detailed understanding of how marketing content is performing.

If you’re looking to enhance your marketing insights for a holistic view of impact and performance, we want to support your efforts!

From high-level strategic guidance to ground-level tactical support, we build each market research project around your unique goals and objectives.

To learn more and discuss project opportunities, give us a shout any time!

10/22/2024

Book Recommendation:
“What the Foresight” by Alida Draudt and Julia Rose West

This is a unique addition to the field of futures thinking by bringing the power of strategic foresight to the personal level.

Draudt and West have created an accessible and practical guide that demystifies foresight techniques for the average reader. The book’s strength is in its ability to bridge the gap between professional foresight methodologies and personal development.

Here are 5 key themes and features:

Personal Futures Exploration
Provides a framework for readers to examine their own potential futures, encouraging them to think beyond the expected and consider a range of possibilities.

Intentional Living
Inspires readers to take an active role in crafting the life they want to lead, rather than passively accepting whatever comes their way.

Practical Exercises
Includes hands-on exercises that guide readers through the process of exploring and defining their preferred futures, making the concepts actionable and engaging.

Defying Expectations
Challenges readers to look beyond conventional wisdom and societal expectations, encouraging them to envision and pursue unconventional paths.

Strategic Decision-Making
By applying these foresight techniques in personal ways, readers can make more informed and strategic decisions in the present that align with their long-term goals and aspirations.

Overall, “What the Foresight” is a thought-provoking and practical guide that offers the tools to become more intentional about the future. It’s an excellent resource for anyone looking to gain more control over their life trajectory and make decisions today that align with their desired tomorrow.

10/08/2024

A common data-driven pitfall is conducting market research on an ad hoc, need-to-know basis.

This results in data being fragmented, siloed, and difficult to access.

Instead, becoming a truly data-driven business requires a strategic approach.

By developing a holistic plan for when, where, and how customer insights will be applied, you will strengthen the impact, efficiency, and ROI of all your data-driven efforts.

To help brands sidestep pitfalls and overcome barriers, we offer collaborative Research Strategy Workshops. Our team provides the structure and foundation, but your team is the driving force. Built around your unique goals and situation, this half-day session will leave you empowered to take strategic action in data-driven ways.

Link in bio for workshop details and availability.

10/01/2024

Data-driven customer insights represent unique individuals, each with their own unique thoughts, feelings, and experiences.

Through numbers and statistics, we hear what they’re saying on a broad scale. But it’s important to always remember there are people behind the percentages.

So, let’s make sure those impactful stories don’t get lost in the numbers.

If you’re looking to humanize your customer insights and tell data-driven stories, we want to support your efforts!

From high-level strategic guidance to ground-level tactical support, each partnership is built around your specific needs.

Give us a shout or visit online to learn more.

09/17/2024

Book Recommendation:
“The Purpose Economy” by Aaron Hurst

If you’re looking for a fresh perspective on work and life, then this is definitely worth a read. Hurst dives into the ways our economy is shifting from a focus on profit to one centered around purpose.

It’s a thought-provoking look at what really drives us as individuals and as a society.

Here are our top takeaways:

1️⃣ Work with Meaning Matters

People want their jobs to mean something. The modern workforce isn’t just in it for the paycheck; they’re looking for a sense of fulfillment and contribution. This is pushing companies to refine their mission and values to attract talent that shares their vision.

2️⃣ Three Types of Purpose

Hurst breaks purpose down into three main categories: personal, social, and societal. Personal purpose is about self-growth and expression, social focuses on building relationships and community ties, and societal aims at making a broader impact on the world. Understanding these can help us find where we fit in.

3️⃣ Markets Are Changing

The Purpose Economy is reshaping how we buy and sell. Consumers are increasingly drawn to brands that align with their values and contribute positively to society. It’s not just about selling something; it’s also about fostering communities and connections.

4️⃣ Redefining Leadership

For leaders, this outlook means creating environments where employees can discover their own sense of purpose at work. It’s important to set bold goals, encourage self-expression, and link individual roles to larger societal impacts.

5️⃣ New Measures of Success

Success isn’t just about the bottom line anymore. Organizations ought to look at how they impact employee well-being, community development, and overall societal progress. It’s about expanding the perspective of what success looks like on a broader scale.

“The Purpose Economy” is both inspiring and practical, offering a roadmap to find meaning in work and to lead with purpose.

If you’ve read this book, we’d love to hear your thoughts and insights!

Address

6 Journey #165
Aliso Viejo, CA
92656

Website

https://www.mackenziecorp.com/, https://bit.ly/mackenzie-webinar2

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