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CUSTOMER INSIGHT

Customer insight research gives you the situation awareness you need to prove that you understand your customers, stakeholders and even detractors. 

  • Uncover the thoughts, feelings & attitudes that drive behavior

  • Learn what they actually value 

  • Build strategy based on how you can improve their lives 

  • Find what’s working, and what’s not working 

  • Hear & see it right from the customer, in their own words

  • Create dynamic models of complex conflicts and issues 

How I Do It 

I use different combinations of qualitative and quantitative research, depending on what you need to discover. 

Qualitative Research - When you want to dig deep and find consistent themes and concepts 

  • Online Video Diaries: Give customers tasks and let them show you their world 

  • In-depth Interviews: Seek first to understand with active dialog 

  • Focus Groups: Leverage the power of specific teams to co-create new ideas

  • Surveys: Give people some time to think and write about you 

  • Ethnography: Actions speak louder than words, so watch what they do 

  • Wisdom of Crowds: Generate ideas with roundtables, world cafés, and large group sessions 

  • Creative Testing: Find out how they’ll react, before you spend the media money 

  • Secondary Analysis: Simplify large pools of written, audio and video information 

Quantitative Research - When you need to measure how many and how much 

  • Surveys: Create pools of number-related data for further analysis 

  • Segmentation: Cluster customers by thoughts and attitudes, not just demographics 

  • MaxDiff: Rank large numbers of options to get what’s really important to people 

  • Crosstab: Find hidden connections that might surprise you 

  • Website Usability: Find exactly where to optimize your user experience

Clients

I work confidentially with Boards and C-Suite leadership.

I'd love to hear about what you're up to. Please feel free to contact me at mark@markszabo.com.