Archive for August, 2008
Tom Polanski interviews BuzzBack Executive, Carol Fitzgerald
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
Folks, I’m pleased to be able to spend some time with Carol Fitzgerald, President of BuzzBack, a full service online market research company which has developed several really innovative ways to do research. BuzzBack helps a company to understand the likes, dislikes, passions, interests and attitudes of their customer base for a number of purposes which include, but not are not limited to; optimization of the website for improved end-user stickiness and increased conversion rates, introducing new content, products/services based on what customers/clients want and what they’d find compelling and memorable. There are many ways that BuzzBack’s market research can be used, but the long and short of it is this; the research the company provides helps companies become more efficient, which in turn lowers operating costs and enhances ROI.
Tom Polanski: Hi Carol, how are you today?
Carol Fitzgerald: Great, thanks. I appreciate your having me here.
Tom Polanski: You were an English and French major in college. When did you discover a passion for technology?
Carol Fitzgerald: Dartmouth was a beta site for the Macintosh when it was first introduced. I have one of the original Mac’s and used it in college. When I attended my first MacWorld Expo for work, I fell in love with technology — from there I wanted to work for a software company.
Tom Polanski: Carol, before we discuss BuzzBack in further detail, I think it would be of great service if we could maybe discuss what it’s like to be a woman, a mom, who’s President of a company. You have twins, right?
Carol Fitzgerald: Yes, that’s right. They’re 11 years old now, so it’s a bit easier than the early days. But life is a constant juggle and balance. Finding the balance is tough for any Mom, working or non, as time to yourself becomes non-existent. For me, our exciting growth as a company makes it more stressful, but it’s super-motivating also.
Posted by Tom Polanski in Interviews, Tom Polanski on August 4th, 2008
Tom Polanski introduces Carol Fitzgerald, President of BuzzBack Market Research
Hi Everybody,
On Monday, August the 4th, we’re finally publishing our long awaited, exclusive interview with Fitzgerald regarding BuzzBack and the services her company offers. We’re almost fanatical in our belief in research. We’ve worked with hundreds of companies over the years and only a few understand what makes their customers tick, click and stick (Neiman-Marcus comes to mind). Rather than invest in the type of intelligence that BuzzBack provides, these decision makers continue to burn through their budgets testing new and unproven media.
That’s not to say new advertising media opportunities and testing are not important. They are. But it seems clear to us, after eight years of launching and managing campaigns, that once one is able to identify the friction points that are inhibiting conversions, every site could provide a better, more positive shopping experience. Let the customer teach you how to sell them. And they will, if you ask the right questions in the right way.
Posted by Tom Polanski in Advertising, Tom Polanski on August 1st, 2008