8: Experience is everything – challenging how marketers use research to evaluate their brands
The old ways just aren’t cutting it anymore. Consumers expect a good experience from brands. No ifs and buts about it. So, how marketers use research to keep tabs on their brands needs to evolve with that expectation. But how?
We discuss that on Episode 8 of Research Revolutionaries – live. Host James (JT) Turner is joined by Fiona Blades to discuss this important topic. Fiona is the Chief Experience Officer at MESH Experience. She founded MESH in 2006 to fill a gap in the market - to understand every interaction people have with brands – the whole customer experience. Join us for this live conversation to continue being part of the research revolution.
Key topics discussed:
- Introduction to experience measurement
- Share of experience as a key metric
- Quality of experiences
- Real-time data collection benefits
- Integration with marketing and business processes
- Technology and future trends
- Advice for industry professionals
Research Revolutionaries is brought to you by Delineate, your real-time insights partner, helping you make smarter decisions quickly. Learn more: http://delineate.ai
Fiona Blades
Chief Experience Officer
Fiona started her career in petfood marketing then moved into advertising, joining Leo Burnett. Before setting up MESH Experience in 2006, she was Planning Director at an Omnicom agency in London.
Fiona founded MESH to fill a gap in the market - to understand every interaction people have with brands – the whole customer experience. In the days before apps and Twitter she started capturing people’s experiences with brands using mobile phones.
Fiona has enjoyed 10 years working with Professor Hugh Wilson and Professor Emma Macdonald (Warwick Business School). Work using MESH’s Real-time Experience Tracking approach was a finalist for the Innovate UK award and includes an article in Harvard Business Review.
In 2021, together with Brian Jacobs, Hilary Woods and David Beaton, Fiona founded Crater Lake & Co to help clients create a clear performance narrative with their measurement. In 2022, she founded Diversity Unlimited, a collective of award-winning diverse-owned insight consultancies to help corporates with a one-stop shop.
Fiona is a Fellow of the Market Research Society, sits on the editorial advisory board for ESOMAR’s Research World magazine, is a mentor for The Marketing Academy and is President for the Market Research Council in New York.
She is also honored that MESH Experience won The Marketing Research and Insight Excellence Awards for Marketing Research Supplier of the Year 2022 as well as Delta Air Lines Women-Owned Business of the Year 2017. Other awards include the International Business Excellence Award, 2021 for helping Fidelity…
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