Mds customer insight tools

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Mds customer insight tools

  1. 1. TOOLSMarketeers Dinner SeminarCUSTOMERINSIGHTIwan SetiawanChief Executive of MarkPlus Consulting | Co-Author of Marketing 3.0Bandung | Jakarta | Surabaya | Feb 27-29, 2012
  2. 2. Part 1Customer Behavior In Indonesia – 9 Trends
  3. 3. 9 Customer Behavior Trends in Indonesia “Deals help justify 1 unnecessary consumption”
  4. 4. 9 Customer Behavior Trends in Indonesia “Faster product 2 adoption leads to shorter lifecycle”
  5. 5. 9 Customer Behavior Trends in Indonesia “Instant and 3 experiential are no longer oxymoron”
  6. 6. 9 Customer Behavior Trends in Indonesia “Idealism is natural 4 counterbalance to consumerism”
  7. 7. 9 Customer Behavior Trends in Indonesia “Local is the new 5 sexy”
  8. 8. 9 Customer Behavior Trends in Indonesia “I connect, 6 therefore I am”
  9. 9. 9 Customer Behavior Trends in Indonesia “Good life makes 7 you have something to lose”
  10. 10. 9 Customer Behavior Trends in Indonesia “Making choices 8 feels good”
  11. 11. 9 Customer Behavior Trends in Indonesia “My lifestyle doesn’t 9 mean I’m not in shape (denial mode)”
  12. 12. Part 2Understanding Customer Behavior – 2 Tests
  13. 13. Are customers crazy? “People may not make sense to you, but they always make sense to themselves”
  14. 14. Crazily creative? “People may not make sense to you, but they always make sense to themselves”
  15. 15. The Stanford Marshmallow Test (1972)One of the Most Successful Behavioral Observations
  16. 16. Customers are irrational at times!
  17. 17. How customers “think”: Cortex Brain “I better wait Perceived Reasoning “reality” for the second Illusionary CONSCIOUS marshmallow” Limbic Brain “I want the Feelings Sensory images SUBCONSCIOUS marshmallow Continuous thoughts now” Fear, anger, sadness, Emotions Reptilian BrainUNCONSCIOUS disgust, surprise, happiness bloodstream & neural pathwaysBasic life Drives & motivationsregulation Pain (punishment) & pleasure (reward)
  18. 18. The Penn & Teller Bottled Water Test (2003)A Show that Proves Irrationality of Customers
  19. 19. Customers are master storytellers!
  20. 20. How we "understand" them:Ask articulated Observe and explicit unreported knowledge actions say do make Learn how they innovate i.e. workarounds
  21. 21. Part 3 Using Customer Insight Tools - 3 Cases
  22. 22. 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
  23. 23. 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
  24. 24. Customer Insight Sources Customer Insight SourcesSecondary Data Primary Data Quantitative Qualitative Approaches Approaches
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. Observation: know what you are looking for Remember Alexander Flemming
  29. 29. 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
  30. 30. Case #1: Sampoerna Hijau (2000)
  31. 31. Case #2: XL(2007)
  32. 32. Case #3: Aora TV (2010)
  33. 33. 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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