[LAUGH] Hi, everyone and welcome to module two's review lesson of English for Marketing and Sales. I apologize for my rudeness, but Andrea brought me my favorite cola, and I couldn't resist. When I drink it I think of my mom, because it was her favorite too. In fact, my grandma told me about drinking it before the recipe was changed. The only person in my family that doesn't drink this cola is my sister, but she's a rebel. Can you guess what my favorite cola is? [LAUGH] What's your favorite cola? Are you a highly loyal person to this brand, like me? Or do you switch between brands, like my sister? For this review, we'll use Jake's interest in customer loyalty to review the key concepts and language discussed in this module. Each story that I tell you about Jake, try to remember the key concepts of each module. For example, if I tell you a story about Jake writing surveys, try to remember the knowledge and concepts you learned about writing surveys. If something is a little fuzzy, go back to that module and review. Actually, Jake is more worried than interested. After some research his worry was confirmed. Declining customer loyalty is a trend in all industries. It has even affected the behavior of the most loyal customers, such as cola drinkers. From his research he learns that overall, customers are less loyal than they used to be. He chooses a simple chart to share this trend with Catherine. Here's an excerpt from that chart. Jake said this chart shows three name brand products, all leaders in their industry, toothpaste, facial cleanser, and cola. A recent study analyzing customer loyalty in everyday purchases shows that even cola customers have seen a 16.6% decrease in loyalty. Looking at this chart, what questions could you ask to help you interpret it? Do you think the chart was useful for reducing cognitive load? To help you answer this question, think back to when the chart was on the screen. Did the chart help you to understand what I was saying? If it was a useful tool for following what I said, then it reduced cognitive load. Since Jake's purpose was to get the attention of his audience, do you think he did the right thing by choosing a simple chart? Take the in-video poll to see how your opinions compare with those of your peers from around the world. To make sure that his audience connected with what he was communicating, Jake created an infographic similar to the one in the reading. Remember that infographic? It was called customer experience and loyalty. The one you used in the discussion forum. Since Jake created one very similar to the one you read, do you think it helped his audience quickly understand the big picture and the details of the data he presented? I do too. Jake decides that he needs to conduct a few surveys. He has a feeling that the main reason the highly loyal customers are still loyal is due to the brands image for doing business ethically and treating its employees well. But he's not sure. So, here's the challenge question related to vocabulary. Jake needs to identify clear goals. So do you think he begins with a qualitative survey where he asks open ended questions, or quantitative survey where he asks closed questions? Because he needs to better define his goals, I think he begins with open, qualitative questions. The data he gathers from the qualitative research will help him focus his goals and write good closed, quantitative questions. [LAUGH] These words are so close to each other It may help you to recognize that the word quantitative is related to the word quantity. Quantity deals with numbers and calculations, and it's easier to count, or quantify, closed questions. Whereas qualitative relates to quality. Higher quality products usually take more time and effort, just as qualitative data requires more time and effort to analyze. So let's jump ahead in time. Jake has defined his goals for his research. He wants to learn more about loyal customers' interest level in recommending others to Biodent toothpaste. He writes one question, but he isn't happy with it. You should feel proud of yourself, because with the work you've done in this module you can help him with this survey question. Look at this sentence. Did you say to take out delicious tasting? [LAUGH] Me too. He took it out because it was leading and distracting. For your peer-review assignment, you're going to write five survey questions. When you review your answers, one good thing to do is to take out unnecessary adjectives and adverbs. Okay, we're near the end. Did the stories I told you help you what Andrea and Jenny covered in this module? Many people find remembering key concepts of a lesson a few days later very helpful, so I hope you did too. Here are the general takeaways from this lesson. Infographics, charts, and graphs reduce cognitive load. They can help you interpret the story you want to tell. A useful strategy for telling a story using a graphic is to use W-H questions. Sometimes you need to say the exact figure, while other times it's okay to round off. To get actionable insights from your surveys, take care that you write questions that are to the point and are easy to understand. And don't push for a positive or a negative answer. As always it's my pleasure to spend time with you here in English for Marketing and Sales. So, until next time.
