How to discover what customers want, unlocking the power of incentive, and more

In this video replay, Flint McGlaughlin, managing director of MECLABS Institute, gives messaging strategies for presenting incentives and explains how you can identify the best incentive for your offer by using the MECLABS Perceived Value Differential Heuristic. He shows how to apply it with step-by-step instructions and examples.

You can learn what customers want by conducting experiments on real-life customer decisions using A/B testing. You can also use questionnaires, site search analysis and more. Read on for five examples from a bank, a comparison site, a translation service and two different jewelers.

Effective marketing isn’t trickery, it’s candor. What you’re intending to do every day in marketing is create satisfied customers by helping them make the best choices for themselves. Aside from the moral and ideological reasons to be a decent human, here is the realpolitik justification.

Get 21 key charts and tools developed through extensive customer research with startups and organizations as large as The New York Times, Verizon Wireless and Expedia.
Inside this kit: