Customer Insight
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This document discusses customer insight and how to research it. It defines customer insight as understanding a customer's beliefs, values, habits, desires, motives, emotions or needs in order to gain a competitive advantage. Customer insight leads to customer loyalty, future innovation, strong brands, and differentiation. It recommends researching customer insight through interviews, observations, diaries, experience sampling methods, and workshops. Interviews explore issues and create initial contact, while observations understand context and uncover behaviors people don't think about. Diaries are based on self-recording, and experience sampling captures real-time experiences. Workshops collect multiple viewpoints and surface consensus and conflicts and latent knowledge. The document recommends the book "A Designer's Research Manual" for further
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Customer Insight
- 1. Yahay AlAbdeli Customer Insight
- 2. What is an insight?
- 3. What is an insight? Actions
- 4. What is an insight? Actions Thoughts
- 5. What is an insight? Actions Thoughts Behavior
- 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)
- 9. Why Customer insight? Customer Loyalty
- 10. Why Customer insight? Customer Loyalty future innovation
- 11. Why Customer insight? Customer Loyalty future innovation Strong brands
- 12. Why Customer insight? Customer Loyalty future innovation Strong brands Differentiation
- 13. Researching Customer insight Interviews Observations Experience Sampling Method (ESM) Diaries Workshop
- 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
- 20. Experience Sampling Method (ESM) • Real time experiences • Direct communication
- 21. Workshop • Collecting multiple viewpoints • Highlights areas of consensus and conflict • Provide access to latent knowledge
- 22. Analyzing
- 23. Analyzing
- 24. Analyzing
- 25. Analyzing
- 26. Recommended literature A Designer’s Research Manual Jennifer & Kenneth Visocky O'Grady
Editor's Notes
- 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