It's Beatday! On this issue, we've set one goal: to give you the courage to absorb customer feedback, and the skills to tame it.

That's why today you'll read about:

• Google Ads: how human feedback can step up your ad game 🎯
• Customer behaviour: the missing piece to true brand perception 🧩
• Personas: why and how often you should update them 🔃
• Plastic babies make the world go around 🌎
• How Apple will make you pay in the blink of an eye 👁️

👀 INSIGHTS-OUT

Human feedback + Google ads = booming traffic 

If you've ever worked with Google ads, you know how competitive the ad game can be. You need to constantly put in care and attention to your campaigns to stay on top of the curve.

One smart way to do that is by pitching your ad ideas to your target audience BEFORE your ads go live, and see how well these resonate. In other words, what you need is real, unfettered human feedback. 

In this article, Alden do Rosario, CEO at Poll the People, shares 5 reasons why you should seek customer feedback for your next Google Ads campaign, and how to use it to see your ads drive the traffic you want and rack up higher and higher quality scores.

“Brands are what people say about you when you are not around.”

With this quote, Jeff Bezos—a man who needs no introduction, summed up the importance of branding. And he was right! 

While it's essential to pay attention to direct customer feedback, we also need to take a deep breath and observe their behaviour when they're not feeling 'watched'.

According to Joseph Michelli, PhD and best-selling author, doing so can help us unlock the true Voice Of the Customer, and ultimately, the true perception of our brands. You can read his tips on how to gain behavioural customer insights here.

How often do you review you personas?

Project owners often create personas at the start of a project and then let them gather dust on the wall, occasionally glancing at them when the situation demands.

But that's not how personas should be treated! Rather, you should treat them as living, breathing beings that grow as you as you grow and adapt when new information comes in.

In this article, Stephanie Orkuma, UX Designer at Welkom-U, outlines how to bring your personas to life and how often you should go back to the drawing board and give them some TLC.

⚡️ THE POWER OF HUMAN 

• In its latest Ecommerce User Experience report, the Normal Nielsen Group discussed the case for using diverse models on ecommerce websites, and how this practice spiked up CX and boosted sales.
  
  Because let's face it: how many times have you found yourself staring at a photo of a model and wondering how the clothes you're about to buy will look on you?
  
  
• Step aside face ID logins! Apple’s rumored virtual and augmented reality headset will reportedly use iris scanning tech for logins and payments.
  
  
• Hear this: OTC hearing aids are now a thing. Is this the beginning of a huge patients' revolution or the new wild west of medical devices? While we wait for an answer, Sony just released a new over the counter hearing aid device...

👶 GIVING "BABY SHOWER" A WHOLE NEW MEANING

❓Anything we missed?

Send us the best articles or the craziest customer reviews you would like to share with the Beat community! We'll make sure they end up on our next issue.

🥁 Don't miss a Beat

That's all for today! Let us know your thoughts on this issue-yes, we do read and reply to every email coming through-and stay tuned for the next Beat!