Cecile Thornley is a founding director of The Navigators Community Pty Ltd, with 25 years’ experience spanning both qualitative and quantitative research methodologies.Cecile combines her passion for numbers and interest in people to create market intelligence that drives marketing strategy and successful business outcomes.
Cecile’s experience spans both the South African and Australian markets, having supplied marketing intelligence solutions to clients for the past 25 years. She has honed both her qualitative and quantitative skills in research that traverses a wide breadth of industries, giving her the ability to draw from multiple methodologies and perspectives to solve client’s problems.
In 2009 Cecile co-founded The Navigators with Dean Harris, with the purpose of looking beyond conventional research methodologies to support marketing decision-making. Prior to this Cecile was Managing Director of Synovate in Sydney, Executive Director of Market Equity, and a Director at Research Surveys in South Africa.
Cecile has an honours degree in Business Science from the University of Cape Town. She is a member of AIM and AMSRS and has served on regional committees for both the South African and Australian research societies over the years.
I was perfectly happy with my online banking service, until asked: “How likely would you be to recommend Online Banking to your friends, family or colleagues?” The answer is ‘not at all likely’. No more than I would recommend an ATM. Who goes around recommending Online Banking?
This is dangerous territory. When the survey experience is the customer experience, and it is negative, data gatherers have failed.
Is this a one-off example? Are we at the cusp of a backlash against the proliferation of questions we are bombarded with every time we interact with any ‘touch-point’? Is the “customer journey” so littered with survey pot-holes that it has become difficult to traverse?
The signs are there for a perfect storm:
This paper anticipates the problems that potentially lie ahead, shines a light on the practices that are less than desirable and suggests ways to divert the storm clouds.