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What Is Customer Insight ?

 

Insights don’t always come together quickly or easily when developing ideas and concepts. Most of the time, it takes a lot of time and effort to get them articulated just right. They must be compelling, without being preachy. They must be truthful, without being too obvious. They must be empathetic, without being presumptuous.

 

Customer insight has been defined as “ A deep truth about the customer, based on their behaviour, experiences, beliefs, needs or desires that is relevant to the tasks or issue and rings bells with target people” (Government Communications Network’s Engage Programme).

 

Customer insight is more than just raw data or research. It’s a multi-dimensional view of customers derived from a strategic analysis of a variety of qualitative and quantitative data and information that Local Authorities collect about their customers, including: demographic data, surveys and consultation, actual operational data, front line staff feedback, formal and informal correspondence and customer feedback.

 

Peeling An Onion

Working on Customer Insight is like removing the layers of an onion…. You go deeper and deeper exploring the drivers, motivations, actions, symbols, heroes and values of your customer to understand what a certain product, service or brand really means to them by using qualitative research methodologies as focus groups, in-depth interviews and observation studies. With standard/quantitative market research you find yourself more on the outer layers of the onion understanding the current situation of the consumer (usage, demographics etc)

 

An Insight Consists of The 3W’s:

1) What is the Customer Doing?

2) Why are they doing it?

3) Wow - nobody has ever noticed or talked at such detail about that problem before!

 

The Source Of Insight

 

Customer insight comes from combining data from a number of sources.  It is about using all data sources and applying the correct weight to them.

Insight comes from compiling and combining evidence, from data, to paint a picture. Merging the market research and database marketing teams is a step in the right direction, but it’s only part of what is required to create insight.

 

Insight Framework

Assuming that you are on the path to insight and have an insight team in place, the following questions provide a simple framework for insight.

•           What is the aim of this organization?

•           What is the organization’s strategy?

•           What do we already know (not think we know)?

•           What do we need to know?

•           Where are the knowledge gaps?

•           What data do we need to collect?

•           Are we adhering to privacy laws?

•           How are we going to prioritize what is needed?

•           How will we ensure insight is retained in the business?


The following diagram provides many of the questions, which, when answered, provide insight

Problem : My skin is always dried whenever using that ordinary soaps , I want to looking for a soap/ shower cream can make my skin moisture​

A Good and Useful Insight

 

Powerful insights contain the following 3 key characteristics, a good and useful insight is:

1) TARGETED - someone needs to feel addressed and involved! When looking for Insights it’s vital to focus your activity, narrow your research to a specific target and key gap’s in your knowledge

2) TRUE (PROBLEM) - at the HEART of every Insight needs to be a true dilemma as without a problem no one needs your solution

3) FRESH - as an Insight can be true but generic and non-competitive – make sure it’s a new problem or an existing problem described in a new way

 

Dove Example :

 

The advertisement for the Dove beauty bar ran, boasting its “1/4 Moisturizing Cream”. The comparative ad states that ordinary soaps leave the skin feeling dry, but Dove “creams your skin while you wash”.   The ad encourages users to try an experiment themselves by cleansing half of their face with ordinary soap and the other half with Dove soap to notice the difference in how velvety and smooth their skin feels.

 

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