Do you know your customers and competitors – or are you making vital business decisions based on gut feeling and assumptions?
Market and customer insights are not only the foundations for spotting new trends, fulfilling consumer needs and communicating relevantly and timely. Insights are the basis for making sound business decisions.
Needs to Succeed
First, know your business!
- Who is your primary target group, what are their passions, pains and customer journey?
- What is your brand positioning and core values?
- What is your value proposition?
- How can you reduce high churn rates?
- What is your company reputation and brand strengths?
- What is your product potential?
- How well do your marketing and communication perform?
- How can you optimise the customer journey?
- What are the issues in the digital buyers’ journey?
- How can you optimise conversion rate on your website?
- And many more…
How We Help
We can help you significatly improve business performance by making complex insights actionable within the reality of your organisation.
1/ Develop research design
Output: Matching of expectations and clear definition of research process, objectives, thesis, timeline, research target groups and communication target groups (who will use the insights, how and for what purpose).
Depending on your research questions we define the appropriate approach and process for collecting data, which can use quantitative, qualitative or a combination of both methodologies. We also align whom to involve and when in order to ensure proper buy in and commitment from the organisation
2/ Collect data according to research design
We use quantitative and qualitative methods to collect data.
Quantitative methods are used to find out how many think (do, say or feel) a certain way, representativity, distribution of a phenomenon and correlation to other factors, as well as to prove/disprove a given hypothesis. We use surveys (email, internet pop-up, phone, SMS) and hall-tests for asking questions, and Google Analytics and CRM Analytics (big data) for observing behavioural patterns.
Qualitative methods are used to get an in-depth understanding of how and why, people live, consume and make the choices they do. Many decisions and needs occur unconsciously and cannot be understood by asking people directly. Thus, observing seemingly insignificant behavioural patterns holds the clue to identifying unmet customer needs. We may use ethnographic observation (small data) to observe behaviour, surroundings and expressions, personal in-depth interviews, focus groups, mystery shopping as well as diary/photo reporting.
Output: A solid knowledge foundation for business decisions, communication, marketing and product optimisations etc.
It’s not just a matter of reporting figures and respondents’ answers, but of analysing data in the right context in order to create valuable insights. This requires a solid business experience as well as deep customer understanding.
4/ Presentation and internal anchoring of the knowledge and understanding of customer centricity.
Output: Specific customer insights made actionable to exactly your organisation and its challenges. Depending on the different stakeholders who should benefit from the insights, we customise the communication eg by using personas, archetypes, e-books, playbook, etc.