Innovation EFFORTS (Past 10 Years) Hivolume Lo Model Process Offering Delivery Business Networking Enabling Core Product Product Customer Service Channel Brand model model process process features system experience Source: The Doblin Group
Innovation VALUE (Past 10 Years) HivalueLo Model Process Offering Delivery Business Networking Enabling Core Product Product Customer Service Channel Brand model model process process features system experience Source: The Doblin Group
Customer Insight Sources Customer Insight SourcesSecondary Data Primary Data Quantitative Qualitative Approaches Approaches
The Taxonomy of Qualitative Approach Customer Context Critical? Yes No Immersion with Customer Group Dynamic or Critical? Individual Depth?1 No 4 Yes GROUP INDIVIDUAL Client Benefit from ETHNOGRAPHY Customer Experience? Online or Offline? IN-DEPTH INTERVIEW2 3 ONLINE OFFLINE YES Company or customer Ad hoc NO CUSTOMER run communities? or routine? OBSERVATION VISIT (B2B) 5 6 7 Company-run Ad hoc Routine Customer-run MODERATED Lead user or CUSTOMER NETNOGRAPHY COMMUNITY mainstream? PANEL 8 Lead 9 Mainstream LEAD USER STUDY FOCUS GROUP
Emphatic research is the most proven Traditional Research traditional latent evaluative improves existing things explicit needs reportedqualitative Focus market segments Empathic artificial settings Groups Research static interviews Etc. isolated experiences Empathic Researchquantitative Video generative Surveys inspires new possibilities Ethnography etc. latent needs revealed etc. individuals natural context dynamic conversations comprehensive experiences
Sampling: Wide, Deep, Real Small Small numbers numbers for depth for depth Early Late THE CHASM Majority Majority EarlyInnovators Adopters LaggardsExtreme Extreme Realusers for users for People breadth breadth
Observation: know what you are looking for Remember Alexander Flemming
Synthesis: Observation + Inference = Insight Talk about the individuals you met and the places you visited Create personas from real people Compare and contrast the things that you learned
Tonight’s TakeawayWhat customers say and what they do are at times contradictory:• Sometimes it’s their justification• Sometimes it’s counterbalance• Sometimes they just don’t want to say what they do“What they do” is always the right insight!Observation without purpose is meaninglessObservation without inference is naïveObservation with inference is the true meaning of “finding insight”
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