conversation about maximising value from customer insight

How to generate insights for better propositions (part 2)

For part 2 in our series on insight generation for proposition development, we return to that ‘brown paper’ exercise. You may recall that I’d advised bringing together representatives from across your business, to run an interactive workshop. The following stages have already helped identify or produce material for that day: Identifying priority opportunities (consumer needs or ‘jobs to get done’) Identify key consumer questions/challenges/barriers Big ‘brown-paper exercise’ So, now everyone.. Read More

How to generate insights for better propositions (part 1)

A number of our posts have covered topics like better marketing targeting or measuring marketing effectiveness. So, it seems timely to turn to the topic of how to ensure you develop the right stuff to market in the first place. Do you know how to generate insights to do this? Are you working effectively with your proposition development colleagues? Do you both agree on the need for customer insight guided design? Perhaps in these.. Read More

Are your customers individuals, like Berliners?

Soon after the Soviet Union had erected the Berlin Wall, President JFK uttered the now famous words “Ich bin ein Berliner” (I am a Berliner). Initially this was a statement to the Russians of Western resolve. Over the years, however, it has become adopted by Berliners themselves as a statement of individuality & freedom of expression. During a recent holiday in Berlin, I was reminded of this famous speech both.. Read More

Do you benefit from the full breadth of Customer Insight?

Different businesses continue to use the term “Customer Insight” to mean different things. Even in our poll of over 100 customer insight leaders, only half of you considered data management or database marketing to be part of Customer Insight. The majority also had only research reporting into them, not analytics. Does that ring true with your role? In June, I shared a definition of Customer Insight that I find useful: “A non-obvious understanding.. Read More