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Gain Competitive Advantage with Customer Insights

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Unni Jenssen
Unni Jenssen

The document discusses customer insights, which are described as a deep understanding of the underlying needs and motivations that drive customer behavior. Customer insights are generated through extensive research such as observing what customers do, say, feel and think; asking why repeatedly to understand motivations; and analyzing both qualitative and quantitative customer data to identify patterns and connect insights. The key is developing a holistic view of customers to inspire new ideas and drive business growth.

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1Unni Jenssen Market Research - 2015 Whatis Customer Insights?
2Unni Jenssen Market Research - 2015 CustomerInsights Isadeepintuitiveunderstandingofwhatisdrivingacustomerneed CustomerInsights
3Unni Jenssen Market Research - 2015 ? answersWHYpeople dowhattheydo CustomerInsights
4Unni Jenssen Market Research - 2015 CustomerInsights Isabreakthrough ofunderstanding Astriking realization
5Unni Jenssen Market Research - 2015 Isthemissingpieceofthepuzzle CustomerInsights
6Unni Jenssen Market Research - 2015 Istheoverlookedknowledge aboutcustomerbehaviour INSIGHTS CustomerInsights
7Unni Jenssen Market Research - 2015 bringscustomers totheheartofyourthinking CustomerInsights
8Unni Jenssen Market Research - 2015 directyoutoserveyour customersbetter CustomerInsights andtellyouhow toaddvalue That’s what I’ve been looking for!
9Unni Jenssen Market Research - 2015 Helpyoutofindacustomer needwitha‘wow!’factor CustomerInsights
10Unni Jenssen Market Research - 2015 Isanewwayoflooking atthings ANewperspective CustomerInsights
11Unni Jenssen Market Research - 2015 IsSpot-on CustomerInsights
12Unni Jenssen Market Research - 2015 …Andrelevant CustomerInsights INSIGHTS
13Unni Jenssen Market Research - 2015 Isasourceof inspiration Generateideas CustomerInsights
14Unni Jenssen Market Research - 2015 issomethingyou’resoexcited aboutthatyoutellothersaboutit CustomerInsights createbuzz
15Unni Jenssen Market Research - 2015 CustomerInsights Driveactions andchange
16Unni Jenssen Market Research - 2015 GenerateGrowth Ifactedon CustomerInsights
17Unni Jenssen Market Research - 2015 Addcompetitive advantage CustomerInsights
18Unni Jenssen Market Research - 2015 CustomerInsights Intuition New information Accumulated knowledge Customer Insight A deep understanding of the “why” behind customer’s need Newinformation+deeppriorknowledge+intuition
19Unni Jenssen Market Research - 2015 HowDoIget Customer Insights?
20Unni Jenssen Market Research - 2015 Who? target group Where? When? What? Why? your goal CustomerInsights Knowwhatyouarelookingfor…
21Unni Jenssen Market Research - 2015 CustomerInsights Motives ThinkFeel SayDo Values Believes Culture Needs Observeandmeasurewhatcustomers Do,Say,Feel,Think… Gettotheroots tounderstand‘WHY’
22Unni Jenssen Market Research - 2015 CustomerInsights …Why? …Why? …Why? AskWhy? AndWhy? thenaskWhy again.
23Unni Jenssen Market Research - 2015 Getclosertoyourcustomers meetthem! CustomerInsights
24Unni Jenssen Market Research - 2015 CustomerInsights Stepintotheshoesof yourcustomers Experiencewhattheyexperience
25Unni Jenssen Market Research - 2015 domarketresearch CustomerInsights
26Unni Jenssen Market Research - 2015 CustomerInsights Playwithdata AndSeepatterns
27Unni Jenssen Market Research - 2015 Connect thedots Combine multiple sources CustomerInsights
28Unni Jenssen Market Research - 2015 Seethebigpicture CustomerInsights
29Unni Jenssen Market Research - 2015 CustomerInsights putintoContext
30Unni Jenssen Market Research - 2015 true? Challengeassumptions manyarewrong! CustomerInsights
31Unni Jenssen Market Research - 2015 Exploreintersections fornewinsights INSIGHTS CustomerInsights
32Unni Jenssen Market Research - 2015 Thinkoutofthebox CustomerInsights
33Unni Jenssen Market Research - 2015 Makeyourmental modelsexplicit andvisual Idea 1 Idea 3 Idea 4 Idea 2 Idea 5 My Model CustomerInsights Useaframework
34Unni Jenssen Market Research - 2015 CustomerInsights Decidewhattoselectandwhattosubtract
35Unni Jenssen Market Research - 2015 Ladderingup Ofcustomer understanding Functional Benefit Emotional Benefit Customer Insight Product feature Marketing Strategy CustomerInsights
36Unni Jenssen Market Research - 2015 Insights Knowledge Information Data CustomerInsights Turndataintosomethingmeaningful
37Unni Jenssen Market Research - 2015 CustomerInsights Writean insightstatement thatreflectsaclear customerunderstanding
38Unni Jenssen Market Research - 2015 CustomerInsights PresentThemessage asastory
39Unni Jenssen Market Research - 2015 Unni@Unni-Jenssen.nl www.linkedin.com/in/unnijenssen Credits: vectors designed by Freepik.com UnniJenssen MarketResearch Beautiful Insights & Actionable Results

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Gain Competitive Advantage with Customer Insights

  • 1. 1Unni Jenssen Market Research - 2015 Whatis Customer Insights?
  • 2. 2Unni Jenssen Market Research - 2015 CustomerInsights Isadeepintuitiveunderstandingofwhatisdrivingacustomerneed CustomerInsights
  • 3. 3Unni Jenssen Market Research - 2015 ? answersWHYpeople dowhattheydo CustomerInsights
  • 4. 4Unni Jenssen Market Research - 2015 CustomerInsights Isabreakthrough ofunderstanding Astriking realization
  • 5. 5Unni Jenssen Market Research - 2015 Isthemissingpieceofthepuzzle CustomerInsights
  • 6. 6Unni Jenssen Market Research - 2015 Istheoverlookedknowledge aboutcustomerbehaviour INSIGHTS CustomerInsights
  • 7. 7Unni Jenssen Market Research - 2015 bringscustomers totheheartofyourthinking CustomerInsights
  • 8. 8Unni Jenssen Market Research - 2015 directyoutoserveyour customersbetter CustomerInsights andtellyouhow toaddvalue That’s what I’ve been looking for!
  • 9. 9Unni Jenssen Market Research - 2015 Helpyoutofindacustomer needwitha‘wow!’factor CustomerInsights
  • 10. 10Unni Jenssen Market Research - 2015 Isanewwayoflooking atthings ANewperspective CustomerInsights
  • 11. 11Unni Jenssen Market Research - 2015 IsSpot-on CustomerInsights
  • 12. 12Unni Jenssen Market Research - 2015 …Andrelevant CustomerInsights INSIGHTS
  • 13. 13Unni Jenssen Market Research - 2015 Isasourceof inspiration Generateideas CustomerInsights
  • 14. 14Unni Jenssen Market Research - 2015 issomethingyou’resoexcited aboutthatyoutellothersaboutit CustomerInsights createbuzz
  • 15. 15Unni Jenssen Market Research - 2015 CustomerInsights Driveactions andchange
  • 16. 16Unni Jenssen Market Research - 2015 GenerateGrowth Ifactedon CustomerInsights
  • 17. 17Unni Jenssen Market Research - 2015 Addcompetitive advantage CustomerInsights
  • 18. 18Unni Jenssen Market Research - 2015 CustomerInsights Intuition New information Accumulated knowledge Customer Insight A deep understanding of the “why” behind customer’s need Newinformation+deeppriorknowledge+intuition
  • 19. 19Unni Jenssen Market Research - 2015 HowDoIget Customer Insights?
  • 20. 20Unni Jenssen Market Research - 2015 Who? target group Where? When? What? Why? your goal CustomerInsights Knowwhatyouarelookingfor…
  • 21. 21Unni Jenssen Market Research - 2015 CustomerInsights Motives ThinkFeel SayDo Values Believes Culture Needs Observeandmeasurewhatcustomers Do,Say,Feel,Think… Gettotheroots tounderstand‘WHY’
  • 22. 22Unni Jenssen Market Research - 2015 CustomerInsights …Why? …Why? …Why? AskWhy? AndWhy? thenaskWhy again.
  • 23. 23Unni Jenssen Market Research - 2015 Getclosertoyourcustomers meetthem! CustomerInsights
  • 24. 24Unni Jenssen Market Research - 2015 CustomerInsights Stepintotheshoesof yourcustomers Experiencewhattheyexperience
  • 25. 25Unni Jenssen Market Research - 2015 domarketresearch CustomerInsights
  • 26. 26Unni Jenssen Market Research - 2015 CustomerInsights Playwithdata AndSeepatterns
  • 27. 27Unni Jenssen Market Research - 2015 Connect thedots Combine multiple sources CustomerInsights
  • 28. 28Unni Jenssen Market Research - 2015 Seethebigpicture CustomerInsights
  • 29. 29Unni Jenssen Market Research - 2015 CustomerInsights putintoContext
  • 30. 30Unni Jenssen Market Research - 2015 true? Challengeassumptions manyarewrong! CustomerInsights
  • 31. 31Unni Jenssen Market Research - 2015 Exploreintersections fornewinsights INSIGHTS CustomerInsights
  • 32. 32Unni Jenssen Market Research - 2015 Thinkoutofthebox CustomerInsights
  • 33. 33Unni Jenssen Market Research - 2015 Makeyourmental modelsexplicit andvisual Idea 1 Idea 3 Idea 4 Idea 2 Idea 5 My Model CustomerInsights Useaframework
  • 34. 34Unni Jenssen Market Research - 2015 CustomerInsights Decidewhattoselectandwhattosubtract
  • 35. 35Unni Jenssen Market Research - 2015 Ladderingup Ofcustomer understanding Functional Benefit Emotional Benefit Customer Insight Product feature Marketing Strategy CustomerInsights
  • 36. 36Unni Jenssen Market Research - 2015 Insights Knowledge Information Data CustomerInsights Turndataintosomethingmeaningful
  • 37. 37Unni Jenssen Market Research - 2015 CustomerInsights Writean insightstatement thatreflectsaclear customerunderstanding
  • 38. 38Unni Jenssen Market Research - 2015 CustomerInsights PresentThemessage asastory
  • 39. 39Unni Jenssen Market Research - 2015 Unni@Unni-Jenssen.nl www.linkedin.com/in/unnijenssen Credits: vectors designed by Freepik.com UnniJenssen MarketResearch Beautiful Insights & Actionable Results