Customer Insights Flashcards
7 cards from real MAC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Customer Insights flashcards as text
Which statistical method is used to identify underlying factors that explain correlations among a large set of customer survey variables?
Answer: Factor analysis
Factor analysis reduces many survey variables to a smaller number of latent factors that explain the patterns of correlation in the data.
A customer satisfaction score drops after a product update. Which analytical approach best isolates the update's causal impact?
Answer: Interrupted time-series analysis
Interrupted time-series analysis examines whether a measurable change occurred in a trend following a specific intervention, controlling for pre-existing trends.
Which type of data is most useful for understanding customers' unmet needs that they may not explicitly articulate?
Answer: Observational and ethnographic data
Observational and ethnographic data capture actual behaviors in context, revealing latent needs that customers themselves may not consciously recognize.
Customer personas are best described as:
Answer: Fictional archetypes representing key customer segments based on research
Personas are research-based fictional characters that represent distinct user types, synthesizing behavioral, demographic, and psychographic data from real research.
What is the main advantage of longitudinal customer research over cross-sectional research?
Answer: It captures changes in customer behavior and attitudes over time
Longitudinal research tracks the same customers over multiple time points, enabling analysis of how attitudes and behaviors evolve.
Which metric directly quantifies a customer's likelihood to recommend a brand to others?
Answer: Net Promoter Score (NPS)
NPS measures the percentage of promoters minus detractors based on a single question about likelihood to recommend, indicating brand advocacy.
In the context of customer insight, what does 'attitudinal data' refer to?
Answer: Data reflecting customers' opinions, beliefs, and preferences
Attitudinal data captures what customers think and feel—their opinions, motivations, and preferences—as opposed to behavioral data about what they actually do.