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
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
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
Are you working effectively with your proposition development colleagues? Do you both agree on the need for customer insight guided design? Perhaps in these times of companies falling over each other to have the most customer centric strategies, you may feel inundated with requests for deeper or richer insights that provide a platform for proposition developers to start designing. Does Customer Insight have a role to play in guiding design.. Read More
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
Sharing thoughts on a definition of customer insight and the importance of nurturing an ecosystem of data, analysis and research to produce real insights.