2.5 consumer insights: what? Flashcards
1
Q
insight is not data
A
data = data. analyze intesily and think holisticly
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.
3
Q
sawhney: customer frustrations
A
customer frustrations that can become the basis for a business opportunity
4
Q
How do you know you got a consumer insigth 2
A
It has to be surprising and obvious at the same time.
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?
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
7
Q
an observation is not an insight
A
observation lack the why and motivation behind behavior
8
Q
a customer wish or statement of need is not an insight
A
insight is more latent, hidden truth