Customer Dialogue for marketing: why customers buy, hesitate or drop out

You often know what individual customers want. What matters most to all of them, rarely.

Your dashboard shows how many buy and how many drop out. It doesn't show why. In the Customer Dialogue, hundreds to thousands of your customers write anonymously what they think about your questions and weigh each other's contributions. A focus group with everyone affected. Except the loudest voices don't decide what counts.

After 21 days you know why people buy, hesitate and leave.

Proven with more than 60 clients across business, administration and politics. On average, our clients did not know 8 of the 10 strongest contributions.

What you get

1. Prioritise customer needs: You see which concerns really matter and which to tackle first. With the number of customers behind them.

2. The why behind the metric: Your NPS shows where you stand. The Idea Duel shows why. In your customers' own words, with the objections no tracking ever picks up.

3. Protect your budget: Claims, offers and campaigns meet real customer arguments before the media budget is committed. You also see what no one would miss.

4. Your customers' language: How customers describe your product themselves goes straight into copywriting, the briefing and the pitch.

How it works

• Strategy workshop: Three hours. We arrive with a finished concept and agree with you what to test: offer, price, claim or retention.

• Launch: Within 48 hours the dialogue space is ready with your logo. We write the invitation, you send it to your customers.

• Dialogue: Three weeks, moderated daily. We check every contribution before it goes live. You follow along live.

• Result: Report with the top 10 per question, segments by your criteria and a one-pager for management. Good enough to brief your agency.

Why BrainE4 is different

• Deep and broad at once: Focus groups are deep but small. Surveys are broad but shallow. Here hundreds take part, and every argument comes with a reason.

• No leading questions: In a survey customers tick your answers. In the Idea Duel they write their own. So you learn what you would never have asked.

• No wish list: Anyone can wish. Whoever has to choose between two contributions shows what really counts. A wish few people share sinks to the bottom.

• Insight Guarantee: In the strategy workshop we record six assumptions per question: what you expect. We mix them covertly into the contributions. If on average at least five of the top 10 are new to you, your knowledge has doubled. Otherwise we refund the dialogue.

For whom

• Head of marketing and CMO: when you want to know before the next launch which arguments carry.

• Product and offering: when the budget doesn't cover everything and you have to justify what comes first.

• Market research: when the numbers are in and the why is missing.

In practice

Loterie Romande: CEO Jean-Luc Moner-Banet had to understand a very diverse network, from the city shop to the mountain kiosk. Field reports were always filtered by third parties. 20% of the 2,400 points of sale took part, twice the market standard. The results went straight into decisions. Read the interview

«We needed facts to make better decisions at point-of-sale level.» Jean-Luc Moner-Banet, CEO

DENNER: As head of market research, Andreas Honegger works with classic methods every day. He put BrainE4 to the test and found aspects nobody had on their radar. Read the interview

«BrainE4 brings out what lies hidden in people's minds.» Andreas Honegger, Head of Market Research

Ideal for:

Offering and range · Pricing and bundles · Customer retention · Claim and message · Launch preparation · Budget decisions

Frequently asked questions

Will I just end up with a wish list?
No. Every customer has to choose between two contributions, again and again. Only what prevails against everything else rises to the top, and you see how many people stand behind it.

Will my customers actually take part?
The invitation is half the battle, and we write it. Typically 10 to 20 percent of customers take part. At Loterie Romande it was 20 percent of the points of sale.

Does this replace our NPS?
No, it complements it. On request we ask the NPS in the same dialogue so your time series continues. The metric shows where you stand. The Idea Duel shows the why behind it.

Do my customers see what others write?
Yes, anonymously and moderated in advance. That's the point: every contribution has to hold its own against the others. The results reach you first.

All questions and answers

See more

Video: The Customer Dialogue in brief. Watch the video

Customer Dialogue: From offering to budget decisions. Learn more

Try it yourself: An Idea Duel from your customers' point of view. Experience the Idea Duel

Your customers know why they hesitate.
Ask them before the budget is gone.

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