In the age of AI, big data, and complex marketing metrics, one fundamental practice is often overlooked talking directly to clients. Francesco De Nittis, Manager at Human Centric Group, emphasizes that the highest ROI comes not from dashboards but from authentic conversations with clients. This article explores how brands can unlock powerful insights through five key client questions, bridging the gap between metrics and meaningful marketing.

Insights from Client Conversations

• Why did they choose you, really?

  • Clients’ true purchase motivations may differ from expected features or benefits.

  • Example: A personal aircraft buyer chose based on availability and resale value, not advanced tech features.

• What’s the one thing you do that makes the biggest difference to them?

  • Clients may value responsiveness or service over product innovation.

  • Example: A tech company’s customers cared most about prompt email replies.

• Where did they look for information before finding you?

  • Brands often misallocate marketing budget by assuming search channels incorrectly.

  • Clients may rely on niche forums or offline networks instead of mainstream social media.

• What was stopping them from choosing you?

  • Price is often cited but rarely the true barrier; direct conversations reveal real objections.

• What would they lose if they stopped working with you tomorrow?

  • If the answer is “nothing,” it signals deeper brand engagement or value issues.

The Disconnect Between Metrics and Meaning

• Digital metrics like heat maps indicate user actions but not the motivations behind them.

• Data tells what happened, conversations reveal why.

• Example: Carlsberg and Heineken’s padel sponsorship in Portugal showed high visibility but low brand recall, demonstrating visibility without meaningful connection is ineffective.

The ROI of Relevance

• Investing time and budget in client conversations can yield strategic insights that outperform traditional campaign spending.

• Genuine feedback helps brands stay relevant and sharpen their marketing strategies in crowded markets.

• Before launching costly campaigns or product innovations, marketers should prioritize direct client engagement for actionable intelligence.

Marketers should not overlook the power of authentic client conversations amid the focus on AI and metrics. These conversations offer unmatched insights that data alone cannot provide, helping brands create more relevant, effective marketing strategies that drive true ROI.