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 approach best identifies the specific features that drive customer purchase decisions by asking customers to choose between product profiles?
Answer: Conjoint analysis
Conjoint analysis presents respondents with product profiles and uses their trade-off choices to calculate the relative importance of each feature.
A company uses behavioral segmentation rather than demographic segmentation. Which variable would it primarily use?
Answer: Purchase history and product usage patterns
Behavioral segmentation groups customers by actions—such as purchase frequency, loyalty status, or usage rate—rather than demographic characteristics.
What is the purpose of calculating a Customer Health Score?
Answer: To predict the likelihood of customer churn or expansion
A Customer Health Score aggregates engagement and usage signals to predict whether a customer is at risk of churning or likely to expand their relationship.
Which bias occurs when survey respondents give answers they believe the researcher wants to hear?
Answer: Social desirability bias
Social desirability bias causes respondents to misrepresent their true opinions to present themselves more favorably or please the researcher.
A brand wants to understand why customers who viewed a product page did not purchase. Which data source is most directly useful?
Answer: Exit-intent surveys deployed on the product page
Exit-intent surveys capture feedback from visitors as they leave a page without converting, directly addressing abandonment motivations.
Predictive lead scoring uses customer insight data to do which of the following?
Answer: Rank prospects by their likelihood to convert based on behavioral and demographic signals
Predictive lead scoring applies machine learning to historical conversion data to rank leads by their probability of becoming customers.
Which concept describes the total revenue a business can expect from a single customer over the entire relationship?
Answer: Customer Lifetime Value (CLV)
CLV estimates the net present value of all future revenue a customer will generate, guiding acquisition spending and retention investment decisions.