Customer Intelligence and Insights

Training – Sample Material

© 2010 EMM Group

How do you view your business?

““We
We are
are increasingly
increasingly in
in aa commodity-like
commodity-like market”
market”

How many of you think that applies to your business?

© 2010 EMM Group

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Competing in the Tire Industry Using Insights

Security Fun & enjoyment

Emotional
Benefits
Safer drive Exciting drive

Better control Better control

Functional
Benefits
Better grip Better grip

Attributes Superior tread design, Superior tread design,

steel radial steel radial
For families with kids For male car enthusiasts
© 2010 EMM Group
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What is a customer insight?
What is an insight?

An actionable insight is a deep, fact-

based, understanding of customer
behavior and the motivations* which
drive it, which can be acted upon

* Motivations can include:

 Attitudes
 Beliefs / Values
 Feelings

© 2010 EMM Group

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Why
Why are
are Insights
Insights Important?
Important?

Insights help you understand

motivations behind customer
preferences & behavior.

Insights help make your solution:

Relevant
Unique

© 2010 EMM Group

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Actionable Customer Insight - Pharmaceutical
“IN” + “SIGHT”

Psychological dimension Behavioral dimension

… what’s inside the … what’s observable –

customer’s mind which what customer is (or isn’t)
can be acted upon – doing as a result of causal
causal motivation, attitude, psychological factors.
belief, feeling.

Belief - if they look good, Don’t have their

their cholesterol levels will cholesterol checked and /
take care of themselves or don’t persist in taking
with no risk of having a cholesterol-lowering
heart attack. medicines.

© 2010 EMM Group

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Actionable
Actionable Insights
Insights –– they
they are
are not…
not…

 Data output from a research project

 A finding or a conclusion from research
 An individual’s creative idea
 A campaign
 The research department
 Any insight that cannot be acted upon

© 2010 EMM Group

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Insights
Insights –– inputs
inputs to
to drive
drive innovation
innovation

An actionable insight is
a deep, fact-based
understanding of
customer behavior and
the motivations which
drive it…
…which can be
turned into a value
proposition and
financial projection,
to drive innovative
business actions.

© 2010 EMM Group

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