helping you master customer insight leadership

Audio Interviews with Customer Insight Leaders: (5) Elsbeth Kottelenberg (UBM)

Elsbeth Kottelenberg 1

Time for another of our audio interviews with Customer Insight Leaders, this time it’s Elsbeth Kottelenberg. This is another good conversation with a leader, in a different sector again. UBM is a global events company, with Elsbeth supporting Pharma events around the world. She also differs from previous interviewees through her background in qualitative research. During this interview we discussed her career to date, some segmentation projects within UBM, the challenges of.. Read More

Are you & your analysts planning for Deep Work in 2018?

deep work

As you plan your approach to 2018, are you protecting time for ‘Deep Work’? If you haven’t come across that phrase, it was coined by my latest recommended book. In “Deep Work“, author Cal Newport makes a great case for the importance of better concentration. He diagnoses our current malaise. Full of distractions from our phones/tablets/computers/connected devices, we fail to focus. Cal is an associate professor of Computer Science, at.. Read More

How to generate insights for better propositions (part 2)

better propositions

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. One focussed on generating consumer insights that can guide the design of new propositions. We will continue where we left of. Clue: The walls are covered in brown paper! The following stages have.. 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