customer insight - top three how to's
TRANSCRIPT
© 2015 The Insight Advantage
ProductTank SFJanuary 22, 2015
Jen Berkley Jackson@jenberkley
Customer Insight– Three Top ‘How Tos’
© 2015 The Insight Advantage
Where Am I Coming From?
Customer Even LONGER!
Research Consultant 15 years
Product Manager10 years
© 2015 The Insight Advantage
Three How To’s Tonight
#3Get the most impact from
win/loss data
#3Get the most impact from
win/loss data
#2Find target customers
to talk to for market validation
#2Find target customers
to talk to for market validation
#1Decide what kind of research
to do for any given project
#1Decide what kind of research
to do for any given project
© 2015 The Insight Advantage
#2Find target customers to talk to for market validation
#2Find target customers to talk to for market validation
#1Decide what kind of research
to do for any given project
#1Decide what kind of research
to do for any given project
#3Get the most impact from
win/loss data
#3Get the most impact from
win/loss data
© 2015 The Insight Advantage
#1 - How to decide what kind of research to do for any given project
© 2015 The Insight Advantage
In-person Focus Telephone Interviews Groups Interviews
#1 - How to decide what kind of research to do for any given project
Ethnographic Customer Usability Print Web Studies Panels Surveys Surveys
Open-ended Closed-ended
© 2015 The Insight Advantage
#1 - How to decide what kind of research to do for any given project
© 2015 The Insight Advantage
#2Find target customers
to talk to for market validation
#2Find target customers
to talk to for market validation
#1Decide what kind of research
to do for any given project
#1Decide what kind of research
to do for any given project
#3Get the most impact from
win/loss data
#3Get the most impact from
win/loss data
© 2015 The Insight Advantage
#2 - How to find target customers to talk to when doing market validation research
© 2015 The Insight Advantage
#2Find target customers to talk to for market validation
#2Find target customers to talk to for market validation
#1Decide what kind of research
to do for any given project
#1Decide what kind of research
to do for any given project
#3Get the most impact from
win/loss data
#3Get the most impact from
win/loss data
© 2015 The Insight Advantage
#3 - How to get the most impact from win/loss data
Price!Product
• Purchase process - What drives the
search - Where they look - Who are
evaluators vs. decision makers - Who owns budget - Evaluation
criteria
• Competitors and their strengths/weaknesses
• Perceptions of: - Marketing - Product - Sales process - Overall
experience
© 2015 The Insight Advantage
#3 - How to get the most impact from win/loss data
© 2015 The Insight Advantage
© 2015 The Insight Advantage
For more information:
Phone: 408-358-0700
Email: [email protected]
Blog: www.TheInsightAdvantage.com/blog
Twitter: jenberkley
Facebook: The Insight Advantage
• Research• Win/Loss