1. What is the first and most critical step in creating value for customers?
A. To look exclusive
B. To give the best discounts
C. Create FOMO
D. To gather their voice✓
E. To gather their email address
2. What is a word cloud?
A. A simple tool to visualize the voice of a company's customers where larger sized words indicate more salient elements✓
B. A technique to come up with synonyms of words that will better suit the copy of an advertisement
C. A visualization tool that displays words based on who said what first
D. It involves having a discussion with all members of a group where everybody gives their idea in simple words
E. When a company has a lot of influence with their words
3. What is ethnography?
A. A study of a group of individuals taken from the general population who share a common characteristic
B. Is the process of creating graphs based on the histories, experiences, cultures, and issues of racial-ethnic groups
C. The process of observing consumers in their naturalistic setting during purchase and consumption to infer their needs✓
D. Finding insights based on ethnicity to later apply in a marketing strategy
E. The process of asking specific practical questions to customers at a lab
4. Should a company strive to deliver every possible benefit desired by customers?
A. No, the strategy is costly and reduces profit and focus✓
B. Yes, the more benefits a company delivers the bigger its client's base will be
C. Yes, with the right design we can make every customer happy
D. Only in the restaurant industry
E. Only in the hospitality industry
5. Companies often want to group customer comments by themes to capture overarching customer benefits. Who should conduct the grouping by themes?
A. Facebook groups who later send it to the companies
B. It is not very labor-intensive, so the company's CEO could do it
C. It is a simple task that can be done by the lower-level employees on their down time
D. The labor-intensive task requires a trained qualitative researcher✓
E. This quick task should be done by a quantitative researcher
6. What is crowdsourcing?
A. When resources for a start-up are gathered through platforms like Go Fund Me
B. When resources for a business are gathered from two or more parties with shared ownership
C. It refers to using a 'crowd' or multi-supplier strategy for commodity products
D. It's a business practice in which a company hires a third-party to perform tasks
E. It is the process of motivating product/service users to provide ideas for designing and improving products and services✓
7. Customers who systematically purchase products that are likely to fail are called _______?
A. Unrefined customers
B. Unapologetic bad tasters
C. Harbingers of failure✓
D. Tacky buyers
E. Clueless by design
8. The average consumer reads how many reviews before trusting a business?
A. 5
B. 10✓
C. 1
D. 15
E. 3
9. Qualitative research techniques are:
A. Used to gather numerical data and generalize it across groups of customers
B. Always the last step toward understanding the underlying customer needs
C. Used to identify customers through survey research
D. A type of deceptive research used as the final step of a marketing research strategy
E. An initial step toward understanding the underlying customer needs, goals, aspirations, frustrations, and pain points to derive value drivers✓
10. A focus group usually consists of:
A. 5-15 consumers✓
B. At least 100 consumers
C. At least 6 brands
D. No more than 5 consumers
E. 20-30 people of each gender
11. What does UXL stand for?
A. Utility expansion limit
B. Utility expansion liability
C. User excellence list
D. User experience labs✓
E. United experience loyalty
12. Who are prosumers?
A. Consumers who take products beyond their intended capabilities. They often modify products to improve performance or use them for new purposes✓
B. Consumers who only use brand names; these clients' value lies on the prestige of the product
C. Consumers who purchase products to compete in professional sports
D. Consumers who purchase products for professional purposes. It is widely used in the B2B world
E. The term is a portmanteau of the words prolific and consumer
13. What percentage of consumers read online reviews before purchasing a product?
A. Half
B. Less than 30%
C. More than 80%✓
D. 70%
E. More than 40%
14. What should a company do after it has identified customer value drivers using qualitative research?
A. Develop a total customer experience map using milestones
B. Prioritize the value drivers from most to least important using statistical analysis✓
C. Spend a day in the life of its customers to unpack the value drivers
D. Use client point software to link the value drivers to milestones
E. None of the above
15. Once a company has used VOC to identify customer needs, frustrations, and goals, how can it put the insights into practice?
A. Identify specific themes
B. Define value drivers
C. Translate customer benefits to design attributes
D. All the above✓
E. None of the above
16. How can informal VOC be obtained?
A. A focus group managed by frontline employees
B. Having managers and frontline employees talk to customers while providing services✓
C. With a field-observation study
D. Social media monitoring of the customers' activity
E. Crowdsourcing
17. What is NOT a user experience lab?
A. A fully structured interview where researchers tell customers exactly how to use a new product/service✓
B. A place where consumers can experience product variants, and companies can assess ease of use
C. A way for companies to gain deep insight into pain points, wins, and opportunities
D. A semi-structured approach to interviewing and observing consumers' product/service experiences
E. A place where researchers observe customers interact with actual product or prototypes unobtrusively
18. What did Bill Gribbons from Bentley University say?
A. Companies design products with the convenience of the consumer in mind
B. The client is always right
C. Build something 100 people love, not something 1 million people kind of like
D. Businesses aren't B2B or B2C, they are human to human
E. Companies often design products for their own convenience, rather than consumers'✓
19. What is capturing the voice of the customer?
A. It's a way of tracking the person-to-person conversation that promotes a product or service
B. It's a systematic process that helps a company understand its customers' needs from the customers' perspective✓
C. The voice of the customer is captured with a math equation
D. It means to follow what customers say verbally strictly in 'voice' mediums such as podcasts
E. Also known as customer relationship management
20. Using VOC provides customer-focused firms several benefits:
A. Identifies customer needs and frustrations to derive value drivers
B. Creates a common language
C. Create customer satisfaction survey items
D. All the above✓
E. A and C only
21. What is empathic envisioning?
A. It involves guiding consumers to think of the future and envision how a product or technology might solve current unmet needs✓
B. A strategy where brands use human emotions as a connection to persuade customers
C. This refers to how well an individual can perceive and understand the emotions of another
D. It's a type of research that focuses on the past emotions of customers
E. It's a green marketing strategy to show the company cares about environmental causes
22. Who should companies include when gathering VOC?
A. Current customers
B. Frontline employees, inside employees, and channel partners
C. Past and future customers
D. All the above✓
E. Only A and C
23. Understanding the total customer experience through the milestones and their touchpoints provides firms with:
A. More emails for their database
B. The opportunity to discover and identify value drivers✓
C. Information about what is the experience of the customers of rival companies
D. 82% more likelihood of increasing their revenues
E. None of the above
24. When consumers refer to a computer monitor as 'sharp' or 'fuzzy' vs '3,840 x 2,160 pixels' or '1,136 x 640 pixels,' they are:
A. Harbingers of failure
B. Using the wrong terms because they need to use technical terms
C. Lead users
D. Prosumers
E. Using common language to describe technical attributes✓
25. What does a disciplined approach to gathering VOC ensure?
A. Tax benefits if the company is based in the US
B. Avoiding tickets from the VOC committee
C. To have 50% more lead users
D. If it is done properly the first time you only have to do it once every 10 years
E. That companies remain customer-focused and incorporate customer value drivers when making critical decisions✓
26. What is true about customer complaints?
A. Good companies do not receive any complaints
B. They should only be handled by senior management
C. They should be ignored
D. They provide a measure of frustration, disappointment, service failure, and negative personnel interactions✓
E. We should encourage dissatisfied clients to stay quiet
27. What is true about focus groups and in-depth interviews?
A. They are non-verbal interactions that can be done by email
B. Some consumers may be unable or unwilling to verbalize their thoughts, especially when their experiences are mundane, new or entail privacy concerns✓
C. The participants must always be rewarded with money in cash
D. Consumers are always willing to give their thoughts as long as they get paid
E. A trained researcher observes the subjects but is not allowed to personally interact