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
When analyzing customer feedback using text analytics, what is 'sentiment analysis' designed to detect?
Answer: The positive, negative, or neutral tone expressed in text
Sentiment analysis uses NLP techniques to classify text as expressing positive, negative, or neutral sentiment, enabling large-scale opinion mining.
A company surveys 500 customers with an NPS questionnaire and gets a score of +42. Which action best supplements this finding?
Answer: Conduct follow-up qualitative interviews with detractors to understand reasons
Following up with detractors through qualitative research uncovers the specific reasons for dissatisfaction, turning a metric into actionable insight.
Which segmentation approach groups customers by their psychological characteristics such as values, interests, and lifestyle?
Answer: Psychographic segmentation
Psychographic segmentation categorizes customers by personality traits, values, interests, and lifestyles rather than observable demographics or location.
A retail brand wants to compare how new and existing customers behave over their first six months. Which analytical framework is most appropriate?
Answer: Cohort analysis
Cohort analysis groups customers by their acquisition date and tracks their behavior over time, enabling comparison of different acquisition cohorts.
What is the key difference between first-party and third-party customer data?
Answer: First-party data is collected directly by the brand; third-party data is collected by external parties and sold or shared
First-party data is collected directly from customers through owned channels, while third-party data is aggregated by external data providers and sold to brands.
Which research method would best validate whether a new customer insight is generalizable to the full target population?
Answer: Quantitative survey with a statistically representative sample
A quantitative survey with a representative sample allows findings to be projected to the broader population with a known margin of error.
In customer analytics, what does 'churn prediction modeling' primarily aim to accomplish?
Answer: Identify customers at high risk of canceling before they actually leave
Churn prediction models use behavioral and engagement signals to flag at-risk customers early enough for retention interventions to be effective.