“There’s both quantitative and qualitative applications—these surveys and numbers give us more guidance than focus groups.” Jacob Wright, Marketing Coordinator, Elephant Insurance The marketing team at Elephant Insurance knows the power of customer feedback and surveys in building a brand. Elephant Insurance has used surveys and survey data to gauge awareness and sentiment throughout its 10-year history. Jacob Wright, marketing coordinator at Elephant Insurance, had been leveraging Qualtrics to update the company’s brand tracker. “The results we’d get from awareness surveys skewed to an older population, which affected the perception and sentiment results we had available for the brand tracker,” Jacob says. The lack of specific audience targeting left the marketing team worr

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