2.5 consumer insights: what? Flashcards

1
Q

insight is not data

A

data = data. analyze intesily and think holisticly

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2
Q

Laughlin: Customer insight is a

A

non obvious understanding of your customers which, if acted upon, has the potential to change their behavior for mutual benefit.

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3
Q

sawhney: customer frustrations

A

customer frustrations that can become the basis for a business opportunity

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4
Q

How do you know you got a consumer insigth 2

A

It has to be surprising and obvious at the same time.

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5
Q

Sawhney 4 W

A
  • What do they (not) do/want?
    o Understand non-customers of brand/category Explore barriers to consumption!
  • Why do they (not) do/want it?
    o Always ask why
  • “ WOW, I did not know/realize that!”
    o The “not yet obvious” part, e.g. learn from different contexts
  • Where is the commercial potential?
    o How can we make strategic use of this?
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6
Q

(driest) insights impact on revenuw grwoth (3)

A
  • You need Consistent, personalized, meaningful experience across all touchpoints
  • And Commitment from every department to meeting customer needs
  • Most important Presence of an independent CI & analytics function
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7
Q

an observation is not an insight

A

observation lack the why and motivation behind behavior

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8
Q

a customer wish or statement of need is not an insight

A

insight is more latent, hidden truth

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