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Posts by Lane Cochrane

Lane Cochrane


Lane Cochrane has more than 20 years of management and business development experience in the market research industry. As Vice President of Research, Lane is responsible for developing the next generation of digital research offerings that maximize the value of customer research within the dynamic and evolving digital analytics and digital marketing ecosystem.

Why VoC Data is your Most Important Marketing Asset

Today, marketing success is developing winning customer-centric experiences. That’s why Voice of the Customer (VoC) data has grown from a nice to have to the backbone of measuring and managing the customer experience.

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Jul 12, 2016

By 

Lane Cochrane

Personalization is about the purpose, not the person

Over 90% of companies state that personalization is important, but only 4% feel they are really personalizing user experiences.  A whopping 72% of digital marketers don’t know how to start (Econsultancy). With 2014 labelled the year of personalization, the potential for content management...

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Mar 12, 2014

By 

Lane Cochrane

Building An Engaged Audience Through Research

Over the last few years, as the volume, complexity, and utility of digital data has increased, the online research space has struggled to keep pace. Online research has focused on singular metrics or methods to try and solve multiple business challenges. Different objectives require different...

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Jul 17, 2013

By 

Lane Cochrane

The importance of integrating the visitor into the digital ecosystem - Cornell Hospitality Research Summit Recap

iPerceptions recently spoke at the 3rd Cornell Hospitality Research Summit, a research and industry forum discussing the future of service innovation. This thought leadership summit featured keynote addresses from both industry and academia and in-depth presentations from scholars and...

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Oct 27, 2014

By 

Lane Cochrane

Customer Feedback Is Not Created Equal

Voice of Customer (VoC) data has come to represent a very broad spectrum of data streams, from traditional consumer research, convenience surveys, comment cards, call center verbatim and all the way through to social media.  Too often, similar expectations are placed on these data streams even...

Read More

Jan 30, 2014

By 

Lane Cochrane

Why VoC Data is your Most Important Marketing Asset

Today, marketing success is developing winning customer-centric experiences. That’s why Voice of the Customer (VoC) data has grown from a nice to have to the backbone of measuring and managing the customer experience.

Read More

Jul 12, 2016

By 

Lane Cochrane

The importance of integrating the visitor into the digital ecosystem - Cornell Hospitality Research Summit Recap

iPerceptions recently spoke at the 3rd Cornell Hospitality Research Summit, a research and industry forum discussing the future of service innovation. This thought leadership summit featured keynote addresses from both industry and academia and in-depth presentations from scholars and...

Read More

Oct 27, 2014

By 

Lane Cochrane

Personalization is about the purpose, not the person

Over 90% of companies state that personalization is important, but only 4% feel they are really personalizing user experiences.  A whopping 72% of digital marketers don’t know how to start (Econsultancy). With 2014 labelled the year of personalization, the potential for content management...

Read More

Mar 12, 2014

By 

Lane Cochrane

Customer Feedback Is Not Created Equal

Voice of Customer (VoC) data has come to represent a very broad spectrum of data streams, from traditional consumer research, convenience surveys, comment cards, call center verbatim and all the way through to social media.  Too often, similar expectations are placed on these data streams even...

Read More

Jan 30, 2014

By 

Lane Cochrane

Building An Engaged Audience Through Research

Over the last few years, as the volume, complexity, and utility of digital data has increased, the online research space has struggled to keep pace. Online research has focused on singular metrics or methods to try and solve multiple business challenges. Different objectives require different...

Read More

Jul 17, 2013

By 

Lane Cochrane