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Customer Insight

Brands that tap into people’s deepest desires make strong lasting connections with those people. Deep desires most often come from a feeling of lack but can also result from seeking a place of safety, peace or comfort. Customer insights are gained on a deeply emotional level.

Customer Insight

Brand Building And Customer Intent

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Customer Experience Strategy

Need and want are subsets of the real motivation I believe we should all be searching for as marketers – and that is intent.

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Customer Insight

Decision Fatigue: Enemy Of Brands

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Edward Boches pointed me in the direction of this thought-provoking article by John Tierney on “decision fatigue”. Decision fatigue happens when ordinary people are asked to make decision after decision after decision. Such processes run down the mental batteries that power our self-control. Eventually it seems, we start looking for shortcuts – either by acting impulsively or by opting to do nothing.

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Customer Insight

Discovering The Emotional Impact Of Your Brand

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Today’s successful brands almost always deliver customer benefits that are more than just functional. To gain insight into your brand’s values and its emotional, experiential and self-expressive benefits as perceived by its customers, have your customers complete these sentences:

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Customer Insight

Simulation Marketing

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In the old days, marketers sought to identify a target consumer and would then spend millions to catch her at the right time, in the right place, with the right message. Success was like winning the lottery, you were never quite sure what you had until the results were in.

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Customer Insight

7 Ways To Generate Ideas From Your Customers

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1. Observe how customers are using your product. Medical device company Medtronic has salespeople and market researchers regularly observe spine surgeons who use their products and competitive products to learn how to improve their own.

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