Customer insights

Key Questions

What are unmet needs and desires of local target groups? What are purchase and decision patterns of the target customers? What are main factors driving or limiting conversion to business?

 

Steps

  • Conduct strategic analysis of a variety of qualitative and quantitative data to derive comprehensive customer insights (B2C or B2B)
    • Analyze key brand and purchase drivers (e.g. relevance-performance matrix)
    • Evaluate business models, as well as product, service and campaign concepts
    • Understand brand perception in the local market versus key competitors
    • Measure customer satisfaction among those with brand experience
    • Identify purchase process and channel preferences, including underlying reasons
    • Develop customized trend reports
    • Develop detailed press and media coverage analysis on specific issues
    • Set up, execute and manage additional semi-quantitative focus groups to complement research results with first-hand primary data

 

Results

  • Multi-dimensional customer insights, e.g. detailed understanding of factors driving or limiting purchase decision
  • Identification of untapped potential such as:
    • Blank spot/unmet need
    • New product inspiration
    • Ways to break down acceptance barriers or enhance customer satisfaction
    • Key drivers to make brand positioning more relevant

 

Consumer profiling

Customer insights – Consumer profiling

 

Brand perception analysis

Customer insights – Brand perception analysis