what is customer insights?
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2Unni Jenssen Market Research - 2015
Customer InsightsIs a deep intuitive understanding of what is driving a customer need
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Is a breakthrough of understanding
A striking realization
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Is the overlooked knowledge about customer behaviour
INSIGHTS
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brings customers to the heart of your thinking
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direct you to serve your customers better
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and tell you how to add value
That’s what I’ve been
looking for!
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Help you to find a customer need with a ‘wow!’ factor
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Is a new way of looking at thingsA New perspective
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is something you’re so excited about that you tell others about itCu
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create buzz
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Intuition
New information
Accumulated knowledge Customer Insight
A deep understanding of the “why” behind customer’s need
New information + deep prior knowledge + intuition
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Who?target group
Where?
When?
What?
Why? your goal
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Know what you are looking for…
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Motives
ThinkFeel
SayDo
ValuesBelieves
CultureNeeds
Observe and measure what customers Do, Say, Feel, Think…
Get to the roots to understand ‘WHY’
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…Why?
…Why?
…Why?
Ask Why? And Why?then ask Why again.
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Step into the shoes of your customersExperience what they experience
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true?
Challenge assumptionsmany are wrong!Cu
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Explore intersections for new insights
INSIGHTS
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Make your mental models explicit and visual
Idea 1
Idea 3
Idea 4
Idea 2
Idea 5
My Model
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Use a framework
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Decide what to select and what to subtract
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Laddering upOf customer understanding
Functional Benefit
Emotional Benefit
Customer Insight
Product feature
Marketing Strategy
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Insights
Knowledge
Information
DataCust
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Turn data into something meaningful
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Cust
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insight statementthat reflects a clear customer understanding
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Unni JenssenMarket Research
Beautiful Insights & Actionable Results