6. What is Customer insight?
understanding of customer beliefs,
values, habits, desires, motives,
emotions or needs, that can become
the basis for a competitive advantage.
Sawhney (2003)
7. What is Customer insight?
understanding of customer beliefs,
values, habits, desires, motives,
emotions or needs, that can become
the basis for a competitive advantage.
Sawhney (2003)
14. Researching Customer insight
Interviews Observations
ru th
Experience Sampling
e t Diaries
Th
Method (ESM)
Workshop
15. Interviews
• Exploring issues
• First Contact between developers and users
The wise man doesn’t give the right answers he asks the right questions
Claude Levi Strauss
16. Interviews
• Exploring issues
• First Contact between developers and users
The wise man doesn’t give the right answers he asks the right questions
Claude Levi Strauss
17. Observations
• Understanding the context of user activity
• Insights that other techniques can’t give
• Behavior that normally people don’t think about
18. Observations
• Understanding the context of user activity
• Insights that other techniques can’t give
• Behavior that normally people don’t think about
19. Diaries
• Based on self-recording
• Describe and explain the aspects of their own life & personal history
Insight is an understanding of the motivational forces behind one’s
actions, thoughts or behavior.
The ability to form the correct vision in our heads, based on our
cultural, educational, experiences, beliefs and backgrounds.
Insight is an understanding of the motivational forces behind one’s
actions, thoughts or behavior.
The ability to form the correct vision in our heads, based on our
cultural, educational, experiences, beliefs and backgrounds.
Insight is an understanding of the motivational forces behind one’s
actions, thoughts or behavior.
The ability to form the correct vision in our heads, based on our
cultural, educational, experiences, beliefs and backgrounds.
Customer insight looks for an in-depth understanding of the fundamental motivation of buying or not buying a product/service
The research can provide rich information about why, how and for what reasons a customer’s decisions were made.
Having knowledge of the customer's values and a clear understanding of their
behavior and motivations can provide answers/solutions to many dilemmas
that hinder a company from improving its performance.
It does this by creating a basis for compelling differentiation, future innovation and
development of strong brands, strategies and relationships with the customer
Having knowledge of the customer's values and a clear understanding of their
behavior and motivations can provide answers/solutions to many dilemmas
that hinder a company from improving its performance.
It does this by creating a basis for compelling differentiation, future innovation and
development of strong brands, strategies and relationships with the customer
Having knowledge of the customer's values and a clear understanding of their
behavior and motivations can provide answers/solutions to many dilemmas
that hinder a company from improving its performance.
It does this by creating a basis for compelling differentiation, future innovation and
development of strong brands, strategies and relationships with the customer
Having knowledge of the customer's values and a clear understanding of their
behavior and motivations can provide answers/solutions to many dilemmas
that hinder a company from improving its performance.
It does this by creating a basis for compelling differentiation, future innovation and
development of strong brands, strategies and relationships with the customer
customer insight is all about knowing the customer's
behavior, motivation, attitude, action and thoughts, and it connects the
organization, product or service with the emotional, social and psychological
motivation of their customer.
That type of information is difficult to gather by traditional market research because
it tracks a customer’s interaction/action with a product or service in the middle of the process.
difficult to track “tweets” that related to the research project users “tweets” broadly and about almost everything
workshop is to get a deeper understanding of the target group’s most remarkable experiences, behaviors and perceptions
Behavior mapping
Draw the experience
