What is Customer Insights?

1Unni Jenssen Market Research - 2015

What is Customer Insights?


Customer InsightsIs a deep intuitive understanding of what is driving a customer need

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answers WHY people do what they do

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Is a breakthrough of understanding

A striking realization


Is the missing piece of the puzzle

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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!


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 Spot-on

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…And relevant

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INSIGHTS


Is a source of inspiration

Generate ideasCust

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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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Drive actions and change


Generate GrowthIf acted on

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Add competitive advantage

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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


How Do I get Customer Insights?


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.


Get closer to your customers meet them!

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Step into the shoes of your customersExperience what they experience


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Play with dataAnd See patterns


Connect the dots

Combine multiple sources

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See the big picture

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put into Context


true?

Challenge assumptionsmany are wrong!Cu

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Explore intersections for new insights

INSIGHTS

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Think out of the box

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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


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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insight statementthat reflects a clear customer understanding


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as a story


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