Mds customer insight tools
- 1. TOOLS Marketeers Dinner Seminar CUSTOMER INSIGHT Iwan Setiawan Chief Executive of MarkPlus Consulting | Co-Author of Marketing 3.0 Bandung | Jakarta | Surabaya | Feb 27-29, 2012
- 2. Part 1 Customer Behavior In Indonesia – 9 Trends
- 3. 9 Customer Behavior Trends in Indonesia “Deals help justify 1 unnecessary consumption”
- 4. 9 Customer Behavior Trends in Indonesia “Faster product 2 adoption leads to shorter lifecycle”
- 5. 9 Customer Behavior Trends in Indonesia “Instant and 3 experiential are no longer oxymoron”
- 6. 9 Customer Behavior Trends in Indonesia “Idealism is natural 4 counterbalance to consumerism”
- 7. 9 Customer Behavior Trends in Indonesia “Local is the new 5 sexy”
- 8. 9 Customer Behavior Trends in Indonesia “I connect, 6 therefore I am”
- 9. 9 Customer Behavior Trends in Indonesia “Good life makes 7 you have something to lose”
- 10. 9 Customer Behavior Trends in Indonesia “Making choices 8 feels good”
- 11. 9 Customer Behavior Trends in Indonesia “My lifestyle doesn’t 9 mean I’m not in shape (denial mode)”
- 12. Part 2 Understanding Customer Behavior – 2 Tests
- 13. Are customers crazy? “People may not make sense to you, but they always make sense to themselves”
- 14. Crazily creative? “People may not make sense to you, but they always make sense to themselves”
- 15. The Stanford Marshmallow Test (1972) One of the Most Successful Behavioral Observations
- 16. Customers are irrational at times!
- 18. How customers “think”: Cortex Brain “I better wait Perceived Reasoning “reality” for the second Illusionary CONSCIOUS marshmallow” Limbic Brain “I want the Feelings Sensory images SUBCONSCIOUS marshmallow Continuous thoughts now” Fear, anger, sadness, Emotions Reptilian BrainUNCONSCIOUS disgust, surprise, happiness bloodstream & neural pathways Basic life Drives & motivations regulation Pain (punishment) & pleasure (reward)
- 19. The Penn & Teller Bottled Water Test (2003) A Show that Proves Irrationality of Customers
- 20. Customers are master storytellers!
- 22. How we "understand" them: Ask articulated Observe and explicit unreported knowledge actions say do make Learn how they innovate i.e. workarounds
- 23. Part 3 Using Customer Insight Tools - 3 Cases
- 24. Innovation EFFORTS (Past 10 Years) Hi volume Lo Model Process Offering Delivery Business Networking Enabling Core Product Product Customer Service Channel Brand model model process process features system experience Source: The Doblin Group
- 25. Innovation VALUE (Past 10 Years) Hi value Lo Model Process Offering Delivery Business Networking Enabling Core Product Product Customer Service Channel Brand model model process process features system experience Source: The Doblin Group
- 26. Customer Insight Sources Customer Insight Sources Secondary Data Primary Data Quantitative Qualitative Approaches Approaches
- 27. The Taxonomy of Qualitative Approach Customer Context Critical? Yes No Immersion with Customer Group Dynamic or Critical? Individual Depth? 1 No 4 Yes GROUP INDIVIDUAL Client Benefit from ETHNOGRAPHY Customer Experience? Online or Offline? IN-DEPTH INTERVIEW 2 3 ONLINE OFFLINE YES Company or customer Ad hoc NO CUSTOMER run communities? or routine? OBSERVATION VISIT (B2B) 5 6 7 Company-run Ad hoc Routine Customer-run MODERATED Lead user or CUSTOMER NETNOGRAPHY COMMUNITY mainstream? PANEL 8 Lead 9 Mainstream LEAD USER STUDY FOCUS GROUP
- 28. Emphatic research is the most proven Traditional Research traditional latent evaluative improves existing things explicit needs reported qualitative Focus market segments Empathic artificial settings Groups Research static interviews Etc. isolated experiences Empathic Research quantitative Video generative Surveys inspires new possibilities Ethnography etc. latent needs revealed etc. individuals natural context dynamic conversations comprehensive experiences
- 29. Sampling: Wide, Deep, Real Small Small numbers numbers for depth for depth Early Late THE CHASM Majority Majority Early Innovators Adopters Laggards Extreme Extreme Real users for users for People breadth breadth
- 30. Observation: know what you are looking for Remember Alexander Flemming
- 31. Synthesis: Observation + Inference = Insight Talk about the individuals you met and the places you visited Create personas from real people Compare and contrast the things that you learned
- 32. Case #1: Sampoerna Hijau (2000)
- 34. Case #3: Aora TV (2010)
- 35. Tonight’s Takeaway What customers say and what they do are at times contradictory: • Sometimes it’s their justification • Sometimes it’s counterbalance • Sometimes they just don’t want to say what they do “What they do” is always the right insight! Observation without purpose is meaningless Observation without inference is naïve Observation with inference is the true meaning of “ finding insight”